NIAT PERPINDAHAN PELANGGAN PADA E-MARKETPLACE DI KOTA BENGKULU
DOI:
https://doi.org/10.32663/crmj.v5i2.3088Keywords:
Price Fairness, Relationship Quality, Perceived Betrayal, Switching IntentionAbstract
This study aims to examine and analyze whether there is an influence between price fairness, relationship quality, perceived betrayal on switching intentions. This research uses Partial Least Square Structural Equation Model (SEM PLS). The method used in this study is non-probability sampling. The population used in this study are consumers who have transacted in e-marketplaces and moved to other e-marketplaces in Bengkulu city and 353 samples were selected. The results showed that price fairness had a negative effect on the perception of betrayal, the quality of the relationship had a negative effect on the perception of betrayal, price fairness had a positive effect on the relationship, the perception of betrayal had a positive effect on switching intention, price fairness had a negative effect on switching intentions, and the quality of the relationship had no negative effect. on switching intentions. Even though the quality of the relationship with customers is good, customers can still intend to switch to other e-marketplaces. For further research, the authors suggest examining other factors that may influence the relationship, such as alternative product offerings, prices, promotions, discounts, and others so that this research will be more extensive.
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Fitness, J. (2001). Betrayal, rejection, revenge, and forgiveness: An interpersonal script approach. Interpersonal Rejection, 73–103. http://www.psych.purdue.edu/~willia55/392F-’06/FitnessBetrayal.pdf
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Gielissen, R., Dutilh, C. E., & Graafland, J. J. (2008). Perceptions of price fairness: An empirical research. Business and Society, 47(3), 370–389. https://doi.org/10.1177/0007650308316937
Grace, D., & O’Cass, A. (2001). Attributions of service switching: A study of consumers’ and providers’ perceptions of child-care service delivery. Journal of Services Marketing, 15(4), 300–321. https://doi.org/10.1108/EUM0000000005508/FULL/
Grégoire, Y., Tripp, T. M., & Legoux, R. (2009). When customer love turns into lasting hate: The effects of relationship strength and time on customer revenge and avoidance. Journal of Marketing, 73(6), 18–32. https://doi.org/10.1509/JMKG.73.6.18
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis: A global perspective. Pearson Education. https://scholar.google.com/scholar?hl=en&as_sdt=0%2C5&q=Multivariate+Data+Analysis+A+Global+Perspective+hair&btnG=#d=gs_cit&t=1663127488232&u=%2Fscholar%3Fq%3Dinfo%3AE7AHDFOkaR4J%3Ascholar.google.com%2F%26output%3Dcite%26scirp%3D0%26hl%3Den
Han, H., Hsu, L., & Lee, J. (2009). Empirical investigation of the roles of attitudes toward green behaviors, overall image, gender, and age in hotel customers’ eco-friendly decision-making process. International Journal of Hospitality Management, 28(4), 519–528. https://www.sciencedirect.com/science/article/pii/S0278431909000309
Han, H., & Hyun, S. S. (2013). Image congruence and relationship quality in predicting switching intention: Conspicuousness of product use as a moderator variable. Journal of Hospitality & Tourism Research, 37(3), 303–329. https://doi.org/10.1177/1096348012436381
Homburg, C., Hoyer, W. D., & Koschate, N. (2005). Customers’ reactions to price increases: Do customer satisfaction and perceived motive fairness matter? Journal of the Academy of Marketing Science, 33(1), 36–49. https://doi.org/10.1177/0092070304269953
iprice. (2019). Peta E Commerce Indonesia. Iprice.Co.Id. https://iprice.co.id/insights/mapofecommerce/
Jin, N., Line, N., & Goh, B. (2013). Experiential value, relationship quality, and customer loyalty in full-service restaurants: The moderating role of gender. Journal of Hospitality Marketing & Management, 22(7), 679–700. https://doi.org/10.1080/19368623.2013.723799
Kahn, B. E. (1995). Consumer variety-seeking among goods and services: An integrative review. Journal of Retailing and Consumer Services, 2(3), 139–148. https://doi.org/10.1016/0969-6989(95)00038-0
Kannan, P. K., & Kopalle, P. K. (2001). Dynamic pricing on the Internet: Importance and implications for consumer behavior. International Journal of Electronic Commerce, 5(3), 63–83. https://doi.org/10.1080/10864415.2001.11044211
Kim, W. G., Lee, Y. K., & Yoo, Y. J. (2006). Predictors of Relationship Quality and Relationship Outcomes in Luxury Restaurants. Journal of Hospitality and Tourism Research, 30(2), 143–169. https://doi.org/10.1177/1096348005285086
Lee, J., Pan, S., & Tsai, H. (2013). Examining perceived betrayal, desire for revenge and avoidance, and the moderating effect of relational benefits. International Journal of Hospitality Management, 32, 80–90. https://www.sciencedirect.com/science/article/pii/S027843191200059X
Leonidou, L., Aykol, B., Fotiadis, T. A., Christodoulides, P., & Zeriti, A. (2017). Betrayal in international buyer-seller relationships: Its drivers and performance implications. Journal of World Business, 52(1), 28–44. https://www.sciencedirect.com/science/article/pii/S1090951616301572
Lin, T., Cheng, H., Wang, F., & Chang, K. J. (2012). A study of online auction sellers’ intention to switch platform: The case of Yahoo! Kimo versus Ruten_eBay. Decision Sciences, 43(2), 241–272. https://doi.org/10.1111/j.1540-5915.2011.00347.x
Martín?Consuegra, D., Molina, A., & Esteban, A. (2007). An integrated model of price, satisfaction and loyalty: An empirical analysis in the service sector. Journal of Product & Brand Management. https://www.emerald.com/insight/content/doi/10.1108/10610420710834913/full/html
Mohammad, H., Ali, D., Afshin, R., & Ali, H. (2012). Evaluation of factors affecting customer loyalty in the restaurant industry. African Journal of Business Management, 6(14), 5039–5046. https://doi.org/10.5897/AJBM11.2765
Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20–38. https://doi.org/10.1177/002224299405800302
Namkung, Y., & Jang, S. C. (2010). Effects of perceived service fairness on emotions, and behavioral intentions in restaurants. European Journal of Marketing, 44(9), 1233–1259. https://doi.org/10.1108/03090561011062826/FULL/HTML
Ndubisi, N. O., Lee, C. H., & Eze, U. C. (2011). Analyzing key determinants of online repurchase intentions. Asia Pacific Journal of Marketing and Logistics, 23(2), 200–221. https://doi.org/10.1108/13555851111120498/FULL/HTML
Nikbin, D., Marimuthu, M., & Hyun, S. S. (2013). Influence of perceived service fairness on relationship quality and switching intention: An empirical study of restaurant experiences. Current Issues in Tourism, 19(10), 1005–1026. https://doi.org/10.1080/13683500.2013.801407
Noone, B. M., & Mount, D. J. (2008). The effect of price on return intentions: Do satisfaction and reward programme membership matter? Journal of Revenue and Pricing Management, 7(4), 357–369. https://doi.org/10.1057/RPM.2008.21
Nyaga, G. N., & Whipple, J. M. (2011). Relationship quality and performance outcomes: Achieving a sustainable competitive advantage. Journal of Business Logistics, 32(4), 345–360. https://doi.org/10.1111/J.0000-0000.2011.01030.X
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2022-12-24
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