Pengaruh Teknologi Swalayan dan Layanan Personal Terhadap Loyalitas Pelanggan
),
(1) Universitas PGRI Yogyakarta
Corresponding Author
Abstract
Many companies use self-service technology nowadays as a result of advances in technol- ogy. In the specific, those companies replace personal services with self-service technology facilities. For instance, a bank can use automatic teller machine (ATM) instead of a bank teller inside the bank. The use of self-service technologies is aimed to fulfill the variety of consumers’ needs. However, not many research focus on the impact of self-service technology on consumer satisfaction and loyalty. Therefore, the aim of this research is to test a model of the impact of self-service technology on consumer satisfaction and loyalty. This research replicated the model which was developed by Beatson et al. (2006) and extend the model by adding a variable called consumer loyalty. Questionnaires were distributed to respondents by the drop-off/ pick-up method and a total of 372 completed questionnaires were used in the analysis. The data was then analyzed using structural equation modeling. All research hypotheses were supported this paper also provides the implications for theoretical and managerial and offers directions for future research.
Keywords
References
Barbara, R.L. dan Magdalini, S. (2006), ”The Antecedents Of Customer Loyalty In Retail Banking”, Journal of Consumer Behavior, pp. 15-31.
Beatson, A., Coote, L.V. dan Rudd, J.M. (2006), “Determining Consumer Satisfaction And Commitment Through Self-Service Technology And Personal Service Usage”, Journal of Marketing Management, Vol. 22, No. 7-8, pp. 853-882.
Beatson, A., Lee, N. dan Coote, L.V. (2007),”Self-Service Technology And The Service Encounter”, The Service Industry Journal, Vol. 27,No. 1, pp. 75-89.
Berthon, P., Pitt, L., Ewing, M. dan Carr, C.L. (2002), ”Potential Research Space In MIS: A Framework For Envisioning And Evaluating Research Replication, Extension, And Generation”, Information System Research, Vol. 13 , No. 4 , pp. 416-427.
Brown, S.A., Kelley, H. dan Schwarz, A. (2006), “Special Issue On Re-Serarching Paradigmatic Extensions Of Existing Theory: Special Issues”, Database for Advances in Information Systems, Vol. 37, pp. 8-14.
Caceres, R.C. dan Paparoidamis, N.G. (2007), “Service Quality, Relationship Satisfaction, Trust, Commitment And Business-To-Business Loyalty”, European Journal of Marketing, Vol. 41, No. 7-8, pp. 836-867.
Carter, C.R. (2008), “Knowledge Production And Knowledge Transfer: Closing The Research- Practice Gap”, Journal of Supply Chain Management, Vol. 44, No. 2, pp. 78-83.
Casalo, L.V., Flavian, C. dan Guinaliu, M. (2007), ”The Role Of Security, Privacy, Usability And Reputation In The Development Of Online Banking”, Online Information Review, Vol. 31, N0. 5, pp. 583.
Chen, K.J. (2005), “Technology-Based Service And Customer Satisfaction In Developing Countries”, Journal of Management, Vol. 22, No. 2, pp. 307-318.
Churchill, G.A. dan Brown. (2004), “Basic Marketing Research”, 5th ed. USA: Thomson South Western.
Cooper, D.R. dan Schindler, P.S. (2006), “Marketing Research”. New York, NY: Mc-Graw Hill Companies, Inc.
Coulter, R., Price, L. dan Feick, L. (2003), ”Rethinking The Origins Of Involvement And Brand Commitment: Insights From Post-Socialist Central Europe”, Journal of Customer Research, Vol. 30, No. 2, pp. 151-168.
Craig, C.S. dan Douglas, P.D. (2005), “International Marketing Research”, 3rd ed. Chichester, UK: John Wiley & Sons.
Curran, J.M. dan Meuter, M.L. (2007), “Encouraging Existing Customers to Switch To Self- Service Technologies: Put A Little Fun In Their Lives”, Journal of Marketing Theory and Practice, Vol. 15, No. 4, pp. 283-298.
Davis, D. (2005), “Research for Decision Making”, 6th ed. USA: Thomson South Western. Dimitriades, Z.S. (2006), “Customer Satisfaction, Loyalty And Commitment In Service
Organization: Some Evidence From Greece”, Management Research News, Vol. 29, No. 12, pp. 792-800.
Ding, X., Verma, R. dan Iqbal, Z. (2007),”Self-Service Technology And Online Financial Service Choice”, International Journal of Services Industry Management, Vol. 18, No. 3, pp. 246- 268.
Dwyer, F. Schurr, R.P. and Oh, S. (1987),”Developing Buyer-Seller Relationships”, Journal of Marketing, Vol. 51, April, pp. 11-27.
Fullerton, G. (2003), “When Does Commitment Lead To Loyalty?”, Journal of Service Research: JSR, Vol. 5, No. 4, pp. 333-344.
Fullerton, G. (2005), “The Impact Of Brand Commitment On Loyalty To Retail Service Brands”, Canadian Journal of Administrative Sciences, Vol. 22, No. 2, pp. 97-110.
Ganesan, S. (1994), “Determinants Of Long-Term Orientation In Buyer-Seller Relationships”, Journal of Marketing, Vol. 58, April, pp. 1-19.
Garbarino, E. dan Johnson, M.S. (1999), “The Different Roles Of Satisfaction, Trust, And Commitment In Customer Relationships”, Journal of Marketing, Vol. 63, April, pp. 70-82.
Ghozali, I. dan Fuad. (2005), Structural Equation Modeling: Teori, Konsep, dan Aplikasi dengan Program LISREL 8.54, Semarang: Badan Penerbit Universitas Diponegoro.
Ghozali, I. (2008), Konsep dan Aplikasi dengan Program Amos 16.0, Semarang: Badan Penerbit Universitas Diponegoro.
Gilliand, D.I. dam Bello, D.C. (2002),”Two Sides To Attitudinal Commitment: The Effect Of Calculative And Loyalty Commitment On Enforcement Mechanisms In Distribution Channels”, Academy of Marketing Science Journal, Vol. 30, No. 1, pp. 24-43.
Gravetter, .J. dan Forzano, L.B. (2003),”Research Methods for The Behavioral Sciences”, USA: Thomson.
Gustafsson, A., Johnson, M. dan Roos, I. (2005),”The Effects Of Consumer Satisfaction, Relationship Commitment Dimensions, And Triggers On Consumer Retention”, Journal of Marketing, Vol. 69, No. 4, pp. 210-218.
Hair, J.F.Jr, Black, W.C., Babin, B.J., Anderson, R.E., Tatham, R.L. (2006),Multivariate Data Analysis, 6th ed. Upper Saddle River, New Jersey: Pearson Education, Inc.
Hauser, J.R. dan Wernerfelt, B. (1990), “An Evaluation Cost Model Of Consideration Sets”, Journal of Consumer Research, Vol. 16, March, pp. 393-408.
Hoffman, K.D. dan Bateson, J.E.G. (2006), Services Marketing: Concepts, Strategies, and Cases, 3rd ed. USA”: Thomson South-Western.
Johnson, M.S., Sivadas, E. dan Garbarino, E. (2008), “Customer Satisfaction, Perceived Risk And Affective Commitment: An Investigation Of Directions Of Influence”, Journal of Service Marketing, Vol. 22, No. 5, pp. 353-362.
Kaufman, A.S. dan Kufman, N.L. (2005), “Essentials of Research Design and Methodology”, New Jersey, NJ: John Wiley & Sons, Inc.
Kim, K. and Fraizer, G.L. (1997), “On Distributor Commitment In Industrial Channels Of Distribution: A Multicomponent Approach”, Psychology and Marketing, Vol. 14, No. 8, pp. 847-877.
Kottler, P. and Keller, K.L. (2006), Marketing Management, 12th ed. Upper Saddle, NJ: Pearson Education, LTD.
Lacey, R. (2007), “Relationships Drivers Of Consumer Commitment”, Journal of Marketing Theory and Practice, Vol. 15, No. 4, pp. 315-333.
Lin, J.C., Jang, W. dan Chen, K. (2007), Assessing the market valuation of e-services initiatives. International Journal of Service Industry Management, Vol. 18, No. 3, pp. 224-245.
Lovelock, C. dan Wright, L. (2002), Principles of Service Marketing and Management, 2nd ed. New Jersey: Pearson Education International, Inc.
Matilla, A. (2004), “The Impact Of Service Failure On Customer Loyalty”, International Journal of Service Industry Management, Vol. 15, No. 2, pp. 134-149.
Matilla, A.S. (2006), “How Affective Commitment Boosts Guest Loyalty (And Promotes Frequent- Guest Programs)”, Cornell Hotel and Restaurant Administration Quarterly, Vol. 47, No. 2,pp. 174-182.
Meuter, M.L., Bitner, M.J., Ostrom, A.L. and Brown, S.W. (2005), “Choosing Among Alternative Service Delivery Modes: An Investigation Of Customer Trial Of Self-Service Technologies”, Journal of Marketing, Vol. 62, No. 4, pp. 61-83.
Moorman, C., Zaltman, G. and Deshpande, R. (1992), “Relationships Between Providers And Users Of Marketing Research: The Dynamics Of Trust Within And Between Organizations”, Journal of Marketing Research, Vol. 29, No. 3, pp. 314-329.
Mowen, J.C. dan Minor, M.S. (2001), Consumer Behavior a Framework, Singapore: Prentice Hall.
Nguyen, N. and Leblanc, G. (2002), “Contact Personnel, Physical Environment and The Perceive Corporate Image of Intangible Services by New Client”, International Journal of Service Industry Management, 12, pp. 242-262.
Ratchford, B.T. (1982), “Cost-benefit Models For Explaining Consumer Choice and Information-Searching Behavior”, Management Science, 28, February, pp. 197-212.
Roberts, K., Varki, S. dan Brodie, R. (2003), “Measuring The Quality of Relationships in Customer Services: An Empirical Study”, European Journal of Marketing, Vol. 31, No. 2, pp. 169- 176.
Shang, R.A., Chen, Y.C. dan Liao, H.J. (2006), “The value of participation in virtual consumer communities on brand loyalty”, Internet Research, 16, 4, 398-418.
Swa, Check-in Tanpa Tiket? Nggak Masalah!, available from http://www.swa.co.id/swamajalah/ swadigital/details.php?cid=1&id=5214&pageNum=2; Internet; accessed 23 September 2008.
Swa, Strategi Air Asia Taklukan Pasar Indonesia, available from http://www.swa.co.id/ swamajalah/praktik/details.php?cid=1&id=3747&pageNum=11; Internet; accessed 28 Oktober 2008.
Swanson, S.R. and Davis, J.C. (2006), “Arts Patronage: A Social Identity Perspective”, Journal of Marketing Theory and Practice, Vol. 14, No. 2, pp. 125-139.
Taylor, S.A., Celuch, B. and Goodwin, S. (2004), “The Importance of Brand Equity to Customer Loyalty”, Journal of Product and Brand Management, Vol. 13, No. 4, pp. 217-227.
Terblanche, N.S. (2007), “Customer commitment to South African Fast Food Brands: An Application of The Conversion Model”, Management Dynamics, 16, 2, 2-15.
Tjiptono, F. (2000), Strategi Pemasaran, edisi kedua. Yogyakarta: Andi.
Wetzels, M., Ruyter, K.D. dan Birgelen, M.V, (1998), “Marketing Service Relationships: The Role of Commitment”, Journal of Business and Industrial Marketing, Vol. 13, No. 45, pp. 406-423.
Williamson, O.E. (1975), “Markets and Hierarchies: Analysis and Antitrust Implications”, New York: Free Press.
Article Metrics
Abstract View
: 88 times
Download : 11 times
DOI: 10.57235/ember.v1i1.6071
DOI (PDF): https://doi.org/10.57235/ember.v1i1.6071.g4962
Refbacks
- There are currently no refbacks.
Copyright (c) 2025 Lia Sihombing
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
