The Mediating Effect of E-WOM Marketing in the Influence of Service Quality and Customer Trust on Customer Loyalty
Abstract
Abstract. This study aims to examine the mediating role of Electronic word-of-mouth (eWOM) in the influence between Service Quality and Trust on customer loyalty at PT Jati Utama Furniture Genuk Purwodadi investigated through explanatory research. The population studied were all consumers of PT. Jati Utama Furniture Genuk Purwodadi, with a sample of 105 respondents selected using the accidental random sampling method. Measurement of research variables was carried out through personal questionnaires with data collected through closed questionnaires. The range of statements in the questionnaire ranged from 1 to 5, with choices from Strongly Disagree (STS) to Strongly Agree (SS). The results of the study indicate that Service Quality has a positive and significant influence on Electronic word-of-mouth (eWOM), and is proven to have a significant positive impact on Customer Loyalty. In addition, Customer Trust is also proven to have a positive and significant influence on eWOM and Customer Loyalty. These findings provide a strong basis for understanding the complex relationship between Service Quality, Trust, eWOM, and Customer Loyalty variables. Electronic Word-of-Mouth (eWOM) acts as a mediator in connecting the influence between Service Quality and Trust on customer loyalty.
Keywords
Full Text:
PDFReferences
A Abror, Patrisia D, Engriani Y, Evanita S, Yasri Y, & Dastgir S. (2020). Service quality, religiosity, customer satisfaction, customer engagement and Islamic bank’s customer loyalty. Journal of Islamic Marketing., 1–21.
Abedi, E., Ghorbanzadeh, D., & Rahehagh, A. (2019). Influence of eWOM information on consumers ’ behavioral intentions in mobile social networks. https://doi.org/10.1108/JAMR-04-2019-0058
Ali, B. J., Fadel Saleh, P., Akoi, S., Abdulrahman, A. A., Muhamed, A. S., Noori, H. N., & Anwar, G. (2021). Impact of Service Quality on the Customer Satisfaction: Case study at Online Meeting Platforms. https://doi.org/10.22161/ijebm.5.2
Al-Towfiq Hasan, A., & Mahmud, S. (2021). Determinants of Customer Loyalty Towards Pro-Environmental Products: the Mediating Role of Intentions. THE COST AND MANAGEMENT, 49(06), 27–40.
Casal-o, L., & Cisneros, J. (2008). An empirical test of themultiplicative effect of usability on consumer trust andsatisfaction. Paper Presented at the Database and ExpertSystems Application, 2008. 19th International Conferenceon Database and Expert Systems Applications, Turin,Italy, September, 1–5.
Chattananon, A., & Trimetsoontorn, J. (2009). Relationship marketing: A Thai case. International Journal of Emerging Markets, 4(3), 252–274. https://doi.org/10.1108/17468800910968418
Chen, Z., & Yuan, M. (2020). ScienceDirect Psychology of word of mouth marketing. Current Opinion in Psychology, 31, 7–10. https://doi.org/10.1016/j.copsyc.2019.06.026
Cooper, R., & Gancho, S. (2019). Marketing Wisdom (K. Kompella, Ed.). Springer US.
Diallo, M. F., Diop-Sall, F., Djelassi, S., & Godefroit-Winkel, D. (2018). How Shopping Mall Service Quality Affects Customer Loyalty Across Developing Countries: The Moderation of the Cultural Context. Journal of International Marketing, 26(4), 69–84. https://doi.org/10.1177/1069031X18807473
Doney, P. M., & Cannon, J. P. (1997). An Examination of the Nature of Trust in Buyer–Seller Relationships. Journal of Marketing, 61(2), 35–51. https://doi.org/10.1177/002224299706100203
Fang, B., Ye, Q., Kucukusta, D., & Law, R. (2016). Analysis of the perceived value of online tourism reviews: Influence of readability and reviewer characteristics. Tourism Management, 52, 498–506. https://doi.org/10.1016/j.tourman.2015.07.018
DOI: http://dx.doi.org/10.30659/jrbi.v16i2.43755
Refbacks
- There are currently no refbacks.
License URL: https://creativecommons.org/licenses/by/4.0/deed.en
Jurnal JRBI Indexed by :
