The effect of service failure severity and agreeableness on switchover intention mediated by consumer forgiveness: a study on consumers of bukalapak

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Thirafi, Farahiya (2018) The effect of service failure severity and agreeableness on switchover intention mediated by consumer forgiveness: a study on consumers of bukalapak. Undergraduate thesis, Sekolah Tinggi Manajemen IPMI.

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Abstract

E-commerce keeps growing and developing all over the world. The number of online shopping sites is increasingly over time. The number of ecommerce users in Indonesia keeps increasing and it is expected to reach 43.9 million people by 2022. There are a lot of benefits for companies and users created by e-commerce; nevertheless, it also had disadvantages and serious problems. There are so many service failures that experienced by the customers of the e-commerce. The object of study is Bukalapak because based on the observation; it found that many service failures occurred. The main objective of this study is to examine the effect of service failure severity and agreeableness on consumer switchover intention with the mediating role of consumer forgiveness in the aftermath of service failure. The study is used non-probability sampling method, which is convenience sampling. In total, 190 consumers of Bukalapak in Indonesia were given a hypothetical service failure situation and their response was collected through an online survey. The findings reveal that service failure severity has a direct positive effect on switchover intention. Agreeableness is significantly positively related to switchover intention. Consumer forgiveness cannot be a mediator between service failure severity and agreeableness toward switchover intention. Keyword: Service Failure Severity, Agreeableness, Consumer Forgiveness, Switchover Intentions

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > HF Commerce
Divisions: Thesis > Bachelor of Business Administration
Depositing User: Putri Dwi Novia
Date Deposited: 16 Jan 2020 07:10
Last Modified: 22 Nov 2021 04:27
URI: http://repository.ipmi.ac.id/id/eprint/202

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