Nanda, Andesna and Prof. Armanu,, SE., M.Sc., Ph.D and Risna Wijayanti,, SE., MM., Ph.D and Dr. Rofiaty,, SE., M.M. (2022) Pengaruh Customer Experience Dan Customer Technological Delight Terhadap Loyalty Dengan Customer Equity Sebagai Mediator (Studi Pengguna Smartphone Kelas Tertinggi Di Indonesia). Doktor thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan menguji pengaruh Customer Experience dan Customer Technological Delight terhadap Loyalty dengan Customer Equity sebagai mediator. Penelitian ini mengungkap peran teori Service Dominant Logic (S-D Logic) sebagai fondasi untuk menyelesaikan permasalahan penelitian. Sampel dalam penelitian adalah pengguna beberapa jenis smartphone kelas tertinggi di Indonesia dengan jumlah sampel sebanyak 300 orang. Teknik pengambilan sampel adalah purposive sampling dengan kriteria smartphone kelas tertinggi yang telah ditentukan sebelumnya. Model analisis menggunakan Structural Equation Model dan data dianalisis dengan SmartPLS 3.0. Hasil penelitian menunjukkan Customer Experience tidak berpengaruh signifikan terhadap Loyalty, di sisi lain Customer Technological Delight memengaruhi Loyalty secara signifikan. Temuan lain adalah Customer Experience memengaruhi signifikan Customer Equity dan sebaliknya Customer Technological Delight tidak memengaruhi Customer Equity secara signifikan. Temuan lain mengonfirmasi bahwa Customer Equity mampu memediasi secara penuh pengaruh Customer Experience terhadap Loyalty. Penelitian ini hanya dilakukan terhadap jenis smartphone di kelas tertinggi sehingga segmen konsumen yang berbeda akan memiliki hasil pengaruh Customer Experience dan Customer Technological Delight yang berbeda terhadap Loyalty. Studi ini memberikan kontribusi dalam mengembangkan anteseden Loyalty yaitu variabel Customer Technological Delight. Hasil studi ini juga memberikan kontribusi terhadap pengembangan teori Service Dominant Logic yaitu dengan mengonfirmasi peran teknologi sebagai operant resources dalam bentuk Customer Technological Delight.
English Abstract
The objective of this research is to assess the effects of customer experience and customer technological delight on loyalty with the mediation of customer equity. Here the roles of Service-Dominant Logic (S-D Logic) theory was revealed to provide foundations to answer the research problems. A number of 300 users of highest-class smartphones in Indonesia were selected as the sample using the purposive sampling technique, and the criteria of the class have been determined. As the Structural Equation Modeling was selected as the model of analysis, the data were processed using SmartPLS 3.0. This study finds that customer experience does not significantly affect loyalty and that customer technological delight is significantly influential to loyalty. Furthermore, customer experience significantly impacts customer equity, while customer technological delight has no significant effect on customer equity. This study also confirms that customer equity fully mediates the effect of customer experience on loyalty. However, as this research was conducted only on users of highest-class smartphones, different consumer segments will certainly provide different findings in terms of the effect of customer experience and customer technological delight. This research contributes to the development of antecedents for loyalty, that is customer technological delight, and to the development of Service-Dominant Logic theory by confirming the role of technology as operant resources in the form of customer technological delight
| Item Type: | Thesis (Doktor) |
|---|---|
| Identification Number: | 0622020010 |
| Uncontrolled Keywords: | Customer Experience, Customer Delight, Customer Technological Delight, Customer Equity, Loyalty, Service Dominant Logic, customer experience, customer delight, customer technological delight, customer equity, loyalty, service-dominant logic |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | S2/S3 > Doktor Ilmu Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Nur Cholis |
| Date Deposited: | 07 Nov 2022 01:59 |
| Last Modified: | 07 Nov 2022 01:59 |
| URI: | http://repository.ub.ac.id/id/eprint/196146 |
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