Factors Influencing Gen-Z Consumer Loyalty Towards Mobile Service Provider (MSP) In Indonesia
Abstract
Mobile Service Provider is a company that offers transmission services to users of wireless devices. As Gen Z is the generation that grew up and spent their lives assisted by technology, it has become a huge part of their lives as users of mobile service providers. The aim / objectives of this study are to examine the attitudes and beliefs of the gen Z towards MSP’s. The phenomena in this study were explored using quantitative methods. This research received 402 responses. The variables used in this research are: Performance/Quality Value, Price/Value for Money, Emotional Value, Relational Value, and Customization Value, Customer Satisfaction, Switching Cost, and Alternative Attractiveness. This research uses the non-probability sampling method quota sampling. The results of this study shows that perceived values do affect satisfaction positively, and also, from the research, it can be said that satisfaction and loyalty are mediated and moderated by and through both alternative attractiveness and switching cost. The suggestions for future research are to develop the research results found in this study so further research can be carried out, and if possible, add more factors which impact satisfaction and loyalty aside those used in this research. Keywords-customer satisfaction, customer loyalty, switching cost, alternative attractiveness, Gen Z.Downloads
References
Aydin, S., Özer, G., Arasil, Ö. (2005). Customer loyalty and the effect of switching costs as a moderator variable: a case in the Turkish mobile phone market. Mark. Intell. Plan. 23 (1), 89–103.
Chang, H.H., Chen, S.W. (2008). The impact of customer interface quality, satisfaction and switching costs on eloyalty: Internet experience as a moderator. Comput. Hum. Behav. 24 (6), 2927–2944.
Chebat, J.C., Davidow, M., Borges, A. (2011). More on the role of switching costs in service markets: a research note.
J. Bus. Res. 64 (8), 823–829.
Chuah, S. H.-W., Marimuthu, M., Kandampully, J., & Bilgihan, A. (2017). What drives Gen Y loyalty? Understanding the mediated moderating roles. Journal of Retailing and Consumer Services, 124-136
Cooper, D., & Schindler, P. (2011). Business Research Methods. New York, USA: McGraw-Hill/Irwin. daVinci Payments. (2019). Gen Z / Millennials Brand Study - Gen Z and Millennials Looking for Greater Value from Name Brands Before and After Purchase. Retrieved from https://www.davincipayments.com/research-studies/
Deng, Z., Lu, Y., Wei, K.K., Zhang, J. (2010). Understanding customer satisfaction and loyalty: an empirical study of mobile instant messages in China. Int. J. Inf. Manag. 30 (4), 289–300.
Dries, N., Pepermans, R., Kerpel, E.D. (2008). Exploring four generations' beliefs about career: is
Eid, R. (2013). Integrating Muslim customer perceived value, satisfaction, loyalty and retention in the tourism industry: an empirical study. Int. J. Tour. Res. 17 (3), 249–260.
El-Adly, M.I., Eid, R. (2016). An empirical study of the relationship between shopping environment, customer perceived value, satisfaction, and loyalty in the UAE malls context. J. Retail. Consum. Serv. 31, 217–227.
Garson (2016). Partial Least Squares: Regression & Structural Equation Models, New York: Statistical Publishing Associates
Ghazali, E., Nguyen, B., Mutum, D.S., Mohd-Any, A.A. (2016). Constructing online switching barriers: examining the effects of switching costs and alternative attractiveness on e-store loyalty in online pure-play retailers. Electron. Mark. 26 (2), 157–171.
Hau, L.N., Thuy, P.N. (2012). Impact of service personal values on service value and customer loyalty: a cross-service industry study. Serv. Bus. 6 (2), 137–155.
Indrawati. (2017). Perilaku Konsumen Individu dalam Mengadopsi Layanan Berbasis Teknologi Informasi & Komunikasi. Bandung, Indonesia: PT.Refika Aditama.
Jonathan Pirc. (2017, June 22). A SNAPSHOT OF HOW GENZ & MILLENNIALS INTERACT WITH BRANDS. Retrieved from http://blog.lab42.com/a-snapshot-of-how-genz-millennials-interact-with-brands/
Jones, M.A., Mothersbaugh, D.L., Beatty, S.E., (2002). Why customers stay: measuring the underlying dimensions of services switching costs and managing their differential strategic outcomes. J. Bus. Res. 55 (6), 441–450.
Karyose, H., Astuti, W., & Ferdiansjah, A. (2017). Customer loyalty: The effect of service quality, corporate image, customer relationship marketing and customer satisfaction as intervening variable-an empirical analysis of bank customers in Malang City. Marketing and Branding Research, 4(4), 336–347.
Kuo, N.T., Chang, K.C., Cheng, Y.S., Lai, C.H., (2013). How service quality affects customer loyalty in the travel agency: the effects of customer satisfaction, service recovery, and perceived value. Asia Pac. J. Tour. Res. 18 (7), –822.
Kumar, V., Pozza, I.D., Ganesh, J., (2013). Revisiting the satisfaction–loyalty relationship: empirical generalizations and directions for future research. Journal of Retail. 89 (3), 246–262.
Kupperschmidt. (2000). Multigeneration Employees.Strategies for Effective Management. 65-76.
Lee, J., Lee, J., Feick, L., (2001). The impact of switching costs on the customer satisfaction-loyalty link: mobile phone service in France. J. Serv. Mark. 15 (1), 35–48.
Lopez-Miguens, M.J., & Vazquez, E.G. (2017). An integral model of e-loyalty from the consumer's perspective. Computers in Human Behavior, 72, 397-411.
Lu, H.P., Hsiao, K.L., (2010). The influence of extro/introversion on the intention to pay for social networking sites. Inf. Manag. 47 (3), 150–157.
Malhotra, A., Malhotra, C.K., (2013). Exploring switching behavior of US mobile service customers. J. Serv. Mark. (1), 13–24.
Matzler, K., Strobl, A., Thurner, N., Füller, J., (2015). Switching experience, customer satisfaction, and switching costs in the ICT industry. J. Serv. Manag. 26 (1), 117–136.
Matos, C.A.D., Henrique, J.L., Rosa, F.D., (2013). Customer reactions to service failure and recovery in the banking industry: the influence of switching costs. J. Serv. Mark. 27 (7), 526–538.
Mediakix. (2018, November 16). Generation Z Statistics: Gen Z Facts for Marketers. Retrieved from https://mediakix.com/blog/the-generation-z-statistics-you-should-know/
Meriac, J.P., Woehr, D.J., Banister, C., (2010). Generational differences in work ethic: an examination of measurement equivalence across three cohorts. J. Bus. Psychol. 25 (2), 315–324. Ni Putu Ari Setiawati, Denok Sunarsi, Nurjaya, Syaechurodji, Abdul Manan, Ahmad Nurhadi, Heri Erlangga, Denny
Aditya Dwiwarman, Lita Dharmayuni, Yossy Wahyu Indrawan, Ali Maddinsyah, Agus Purwanto. (2021). Effect of Technology Acceptance Factors, Website Service Quality and Specific Holdup Cost on Customer Loyalty: A Study in Marketing Departement of Packaging Industry. Annals of the Romanian Society for Cell Biology.
Oliver, Riscrd L, (1997), Satisfaction A Behavioral Perspective On The Consumer. McGraw-Hill Education, Singapore.
Parment. (2013). Generation Y vs Baby Boomers: Shopping behavior, buyer involvement and implications for retailing. Journal of Retailing and Consumer Service, 189-199
Picón, A., Castro, I., Roldán, J.L., (2014). The relationship between satisfaction and loyalty: a mediator analysis. J. Bus. Res. 67 (5), 746–751.
Rachmawati. I. (2020). Importance-Performance (IPMA) Analysis of Loyalty in Indonesia Cellular Operator During COVID-19 Pandemic. Jurnal Manajemen Teknologi. 19. 177-195. 10.12695/jmt.2020.19.2.5.
Wirtz, J., Xiao, P., Chiang, J., Malhotra, N., (2014). Contrasting the drivers of switching intent and switching behavior in contractual service settings. J. Retail. 90 (4), 463–480.
Yang, Z., Peterson, R.T., (2004). Customer perceived value, satisfaction, and loyalty: the role of switching costs. Psychol. Mark. 21 (10), 799–822.
