Main Article Content
Abstract
Abstract. This study is aimed to investigate factors influencing customer loyalty of community-based ride-hailing service in Indonesia. More specifically, this study examines the relationship between content marketing, switching barriers, customer trust, and satisfaction toward customer loyalty. Data was collected through a survey of 180 respondents. Proposed hypothesis is tested using Partial Least Squares - Structural Equation Modelling. The variables in this study are content marketing and switching barriers as exogenous variables, trust and satisfaction as endogenous intervening variables and customer loyalty being final endogenous variables. The measurement scale uses a Likert scale from 1-5. The results show a positive influence between content marketing on customer trust and satisfaction, then there is also positive influence between satisfaction and trust on customer loyalty. However, switching barriers have no effect on trust, satisfaction, and loyalty of community-based ride hailing service users in Indonesia. The technique of collecting data through online media does not allow researchers to conduct in-depth interviews with respondents. Most of the existing research so far does not emphasize the importance of building loyalty through content marketing strategies. This study emphasizes the importance of content marketing strategies in building loyalty through intermediary satisfaction and trust in community-based ride hailing service businesses.
Keywords: Content marketing, switching barriers, satisfaction, trust, loyalty, community-based ride hailing service.
Keywords
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This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. Copyright @2017. This is an open-access article distributed under the terms of the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License (http://creativecommons.org/licenses/by-nc-sa/4.0/) which permits unrestricted non-commercial used, distribution and reproduction in any medium
References
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- Ajina, A.S. (2019). The Role of Content Marketing in Enhancing Customer Loyalty: An Empirical Study on Private Hospitals in Saudi Arabia. Innovative Marketing, 15(3), 71-84.
- Alkhurshan, M., & Rjoub, H. (2020). The scope of an integrated analysis of trust switching barriers, customer satisfaction and loyalty. Journal of Competitiveness, 12(2), 5.
- Bahtar, A.Z. (2018). The Usage of Mobile Application and Customer Loyalty. Journal of Fundamental and Applied Science, 10(5), 639-646.
- Baharin, A. R. K., & Nayan, S. M. (2020). Make a customer, not a sale: Review on customer trust. Journal of Undergraduate Social Science and Technology, 2(2).
- Chen, Y., & Huang, Y. (2018). The effects of switching barriers on customer loyalty in ride-hailing services. Journal of Retailing and Consumer Services, 44, 277-283.
- Crede, M., & Harms, P. (2019). Questionable research practices when using confirmatory factor analysis. Journal of Managerial Psychology, 34(1), 18-30.
- Eriksson, K., & Vaghult, A. (2018). Content marketing and customer satisfaction in the banking industry. International Journal of Bank Marketing, 36(7), 1214-1227.
- Gadekar, G. S., & Sathye, M. (2018). Content marketing and customer retention: A study of the hotel industry in India. Journal of Hospitality and Tourism Technology, 9(2), 225-241.
- Hapsari, R., Hussein, A. S., & Handrito, R. P. (2020). Being fair to customers: A strategy in enhancing customer engagement and loyalty in the Indonesia Mobile Telecommunication Industry. Services Marketing Quarterly, 41(1), 49-67.
- Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2018). Multivariate Data Analysis (8th ed.). United Kingdom: Cengage Learning.
- Kuźma, J., & Kuzioła, W. (2018). The impact of content marketing on brand awareness and customer loyalty in the B2B sector. Journal of Business Research, 89, 379-386.
- Koo, B., Yu, J., & Han, H. (2020). The role of loyalty programs in boosting hotel guest loyalty: Impact of switching barriers. International Journal of Hospitality Management, 84, 102328.
- Lie, D., Sudirman, A., Efendi, E., & Butarbutar, M. (2019). Analysis of mediation effect of consumer satisfaction on the effect of service quality, price and consumer trust on consumer loyalty. International Journal of Scientific and Technology Research, 8(8), 421-428.
- Lin, H., Zhang, M., & Gursoy, D. (2020). Impact of nonverbal customer-to-customer interactions on customer satisfaction and loyalty intentions. International Journal of Contemporary Hospitality Management, 32(5), 1967-1985.
- Nasution, R. E., & Mawardi, M. K. (2019). Impact of content marketing and switching barriers on customer loyalty through the mediation of satisfaction and trust: A study of online transportation services in Indonesia. International Journal of Innovation, Creativity and Change, 9(6), 94-107.
- Nath, S., & Pal, R. (2018). The impact of content marketing on customer engagement, brand awareness, and purchase intention in B2C settings. Journal of Retailing and Consumer Services, 41, 177-185.
- Nguyen, D. T., Pham, V. T., Tran, D. M., & Pham, D. B. T. (2020). Impact of service quality, customer satisfaction and switching costs on customer loyalty. The Journal of Asian Finance, Economics and Business, 7(8), 395-405.
- Raza, S. A., Umer, A., Qureshi, M. A., & Dahri, A. S. (2020). Internet banking service quality, e-customer satisfaction and loyalty: the modified e-SERVQUAL model. The TQM Journal, 32(6), 1443-1466.
- Ramzan, U., & Syed, A.R. (2018). Role of Content Based Social Media Marketing in Building Customer Loyalty and Motivating Consumers to Forward Content. Journal of Internet Banking and Commerce, 23(3), 1-20.
- Supriyanto, A., Wiyono, B. B., & Burhanuddin, B. (2021). Effects of service quality and customer satisfaction on loyalty of bank customers. Cogent Business & Management, 8(1), 1937847.
- Suárez-Álvarez, L., Río-Lanza, A. B. D., Vázquez-Casielles, R., & Díaz-Martín, A. M. (2019). Switching barriers in online travel agencies: The impact on positive word of mouth. Tourism Analysis, 24(2), 213-225.
References
Afrin, S., & Islam, S. (2021). Antecedents of customer loyalty in ride-hailing services: the roles of switching barriers, perceived value, and trust. Journal of Marketing Management, 37(1-2), 1-24.
Ajina, A.S. (2019). The Role of Content Marketing in Enhancing Customer Loyalty: An Empirical Study on Private Hospitals in Saudi Arabia. Innovative Marketing, 15(3), 71-84.
Alkhurshan, M., & Rjoub, H. (2020). The scope of an integrated analysis of trust switching barriers, customer satisfaction and loyalty. Journal of Competitiveness, 12(2), 5.
Bahtar, A.Z. (2018). The Usage of Mobile Application and Customer Loyalty. Journal of Fundamental and Applied Science, 10(5), 639-646.
Baharin, A. R. K., & Nayan, S. M. (2020). Make a customer, not a sale: Review on customer trust. Journal of Undergraduate Social Science and Technology, 2(2).
Chen, Y., & Huang, Y. (2018). The effects of switching barriers on customer loyalty in ride-hailing services. Journal of Retailing and Consumer Services, 44, 277-283.
Crede, M., & Harms, P. (2019). Questionable research practices when using confirmatory factor analysis. Journal of Managerial Psychology, 34(1), 18-30.
Eriksson, K., & Vaghult, A. (2018). Content marketing and customer satisfaction in the banking industry. International Journal of Bank Marketing, 36(7), 1214-1227.
Gadekar, G. S., & Sathye, M. (2018). Content marketing and customer retention: A study of the hotel industry in India. Journal of Hospitality and Tourism Technology, 9(2), 225-241.
Hapsari, R., Hussein, A. S., & Handrito, R. P. (2020). Being fair to customers: A strategy in enhancing customer engagement and loyalty in the Indonesia Mobile Telecommunication Industry. Services Marketing Quarterly, 41(1), 49-67.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2018). Multivariate Data Analysis (8th ed.). United Kingdom: Cengage Learning.
Kuźma, J., & Kuzioła, W. (2018). The impact of content marketing on brand awareness and customer loyalty in the B2B sector. Journal of Business Research, 89, 379-386.
Koo, B., Yu, J., & Han, H. (2020). The role of loyalty programs in boosting hotel guest loyalty: Impact of switching barriers. International Journal of Hospitality Management, 84, 102328.
Lie, D., Sudirman, A., Efendi, E., & Butarbutar, M. (2019). Analysis of mediation effect of consumer satisfaction on the effect of service quality, price and consumer trust on consumer loyalty. International Journal of Scientific and Technology Research, 8(8), 421-428.
Lin, H., Zhang, M., & Gursoy, D. (2020). Impact of nonverbal customer-to-customer interactions on customer satisfaction and loyalty intentions. International Journal of Contemporary Hospitality Management, 32(5), 1967-1985.
Nasution, R. E., & Mawardi, M. K. (2019). Impact of content marketing and switching barriers on customer loyalty through the mediation of satisfaction and trust: A study of online transportation services in Indonesia. International Journal of Innovation, Creativity and Change, 9(6), 94-107.
Nath, S., & Pal, R. (2018). The impact of content marketing on customer engagement, brand awareness, and purchase intention in B2C settings. Journal of Retailing and Consumer Services, 41, 177-185.
Nguyen, D. T., Pham, V. T., Tran, D. M., & Pham, D. B. T. (2020). Impact of service quality, customer satisfaction and switching costs on customer loyalty. The Journal of Asian Finance, Economics and Business, 7(8), 395-405.
Raza, S. A., Umer, A., Qureshi, M. A., & Dahri, A. S. (2020). Internet banking service quality, e-customer satisfaction and loyalty: the modified e-SERVQUAL model. The TQM Journal, 32(6), 1443-1466.
Ramzan, U., & Syed, A.R. (2018). Role of Content Based Social Media Marketing in Building Customer Loyalty and Motivating Consumers to Forward Content. Journal of Internet Banking and Commerce, 23(3), 1-20.
Supriyanto, A., Wiyono, B. B., & Burhanuddin, B. (2021). Effects of service quality and customer satisfaction on loyalty of bank customers. Cogent Business & Management, 8(1), 1937847.
Suárez-Álvarez, L., Río-Lanza, A. B. D., Vázquez-Casielles, R., & Díaz-Martín, A. M. (2019). Switching barriers in online travel agencies: The impact on positive word of mouth. Tourism Analysis, 24(2), 213-225.