Oktafira, Ariela (2023) Influence of customer experience, customer satisfaction and promotion toward customer loyalty in shopee e-commerce : the moderating role of live chat agent. Graduate thesis, Sekolah Tinggi Manajemen Ipmi.
Full text not available from this repository.Abstract
The function of customer experience, customer satisfaction, and promotion remain important factors to retain customer loyalty and attract new customers in e-commerce industry. However, as the interaction between customers and e-commerce is limited due to the nature of e-commerce, live chat agent feature plays an important role to overcome this limitation. This research intends to measure and address shopee e-commerce declining from first top e-commerce as recently overtaken by Tokopedia in terms of customer visits, in Q II 2021 and Q I 2022. Shopee managed to maintain its first position as top e-commerce for ten consecutive quarters before. This study, which aims to argue the influence of customer experience, customer satisfaction, and promotion toward customer loyalty in shopee e-commerce, with the moderating role of the live chat agent. Research was conducted in an empirical way quantitatively as well as qualitatively, with 79 samples that used random sampling techniques, consisting of women and men from various cities in Indonesia, age 24 to 45 years, active shopee users, at least twice shopping at shoppe and have use live chat agent. This research was conducted from November 2022 to February 2023, and analyzed using multiple regression analysis with two stages of t-test and moderation regression with several classical assumption test, and addition f test. The research finds that customer experience has a significant influence on customer loyalty at shopee e-commerce, proven through the results of the regression analysis and it's positive influence, meaning that the better and increasing the customer experience, the customer loyalty at shopee e-commerce will also increase, and vice versa. Also, customer satisfaction has a significant influence on customer loyalty at shopee e-commerce, the better and increasing customer satisfaction, customer loyalty at shopee e-commerce will also increase, and vice versa. Same with promotion that has a significant influence on customer loyalty at shopee e-commerce, the better and the more promotion, the customer loyalty at shopee will also increase and vice versa. Moderation of the live chat agent has a significant influence in strengthening the relationship between customer experience and customer loyalty, proven through the results of the moderation regression analysis and it's positive influence, meaning that the better the performance of the live chat agent, the more customer experience increase, the customer loyalty on shopee e-commerce will also get better and increase, and vice versa. Moderation of the live chat agent has a significant influence in strengthening the relationship between customer satisfaction and customer loyalty, the better the performance of the live chat agent, the more customer satisfaction increase, the customer loyalty on shopee e-commerce will also get better and increase, and vice versa. Last, moderation of the live chat agent has a significant influence in strengthening the promotion relationship with customer loyalty, the better the performance of the live chat agent, the more promotion increase and reach the users, the customer loyalty on shopee e-commerce will also get better and increase, and vice versa. This study recommends to boost strategy and activities support, maintain and enhance customer loyalty, since the results underscore the importance of both technical and customer side aspect.
| Item Type: | Thesis (Graduate) |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Thesis > Master of Business Administration |
| Depositing User: | Dede Faujiah |
| Date Deposited: | 09 May 2023 03:58 |
| Last Modified: | 25 Sep 2024 03:10 |
| URI: | http://repository.ipmi.ac.id/id/eprint/1978 |
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