FACTORS AFFECTING THE QUALITY OF ONLINE RELATIONSHIPS AND ITS CONSEQUENCES ON SHOPEE AND LAZADA E-MARKETPLACE CUSTOMERS
Keywords:
EWOM, Website Quality, Online Customers Loyalty, Online Relationship Ties, Online Relationship QualityAbstract
The purpose of this study is to test a model to predict antecedents and consequences of relationship quality in online purchases. Novelty: The importance of this research for the online community is to provide a series of the quality of online relationships factors and the consequences for the quality of online relationships so that e-marketplaces can choose suitable guidelines to maintain their relationships with online customers and ultimately gain customer participation in creating value and strengthen competitive status. Research Methods: This research used explanatory survey method. The hypothesis was tested using the Partial Significance Test. Finding/Results: The results showed that the online system quality and social ties have a positive effect on the online relationships quality. While the results of the research variables of online service quality, online information quality, financial influence, structural ties and vendor reputation have no influence on the online relationships quality. The results also show that the online relationships quality has a positive effect on electronic word of mouth, online customer loyalty, and online customer reviews. Limitations / implications in this research, the online relationships quality is considered a construct that includes trust, commitment and satisfaction with the relationship. However, to achieve more accurate results, further researchers can investigate the separate impact of each dimension of relationship quality (commitment, trust, and satisfaction).
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References
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Li, X., Hitt, L.M. and Zhang, Z.J. (2011). Product reviews and competition in markets for repeat purchase products. Journal of Management Information Systems, Vol. 27 No. 4, pp. 9-41.
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Lupiyoadi, R. (2001). Manajemen pemasaran jasa: teori dan praktik. Jakarta: Salemba Empat, 101.
Monzo, V.R., Martí-Sánchez, M. and Guijarro-García, M. (2015). Using online consumer loyalty to gain competitive advantage in travel agencies. Journal of Business Research, Vol. 68, pp. 1638-1640, available at: http://dx.doi.org/10.1016/j.jbusres.2015.02.009
Morgan, R.M. and Hunt, S.D. (1994). The commitment-trust theory of relationship marketing, Journal of Marketing, Vol. 58 (July), pp. 20-38.
Ng, S., David, M.E. and Dagger, T.S. (2011). Generating positive word-of-mouth in the service experience. Managing Service Quality: An International Journal, Vol. 21 No. 2, pp. 133-151.
Palmatier, R. W., Dant, R. P., Grewal, D., & Evans, K. R. (2006). Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis. Journal of Marketing, 70(4), 136-15
Parasuraman, A., Valerie A. Zeithmal and Leonard L Berry (1994). Reassesment of Expectations as a Comparison Standar in Measuring Service Quality: Implication For Further Research. Journal of Marketing, 58 (January). p.32-45.
Ryals, L., & Knox, S. (2001). Cross-functional issues in the implementation of relationship marketing through customer relationship management. European management journal, 19(5), 534-542.
Salo, J., Sinisalo, J. and Karjaluoto, H. (2007). Intentionally developed business network for mobile marketing: a case study from Finland. Journal of Business and Industrial Marketing, (In press)
Sekaran, U., & Bougie, R. (2016). Research Methods for Business (7th ed.). United Kingdom: Wiley. https://doi.org/10.13140/RG.2.1.1419.3126
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Wen, I. (2012). An empirical study of an online travel purchases intention model. Journal of Travel and Tourism Marketing, Vol. 29 No. 1, pp. 18-39.
Wu, C.C. and Hsu, C.L. (2015). How to improve e-satisfaction and e-loyalty and strengthen the links between them: value from regulatory fit. Human
Factors and Ergonomics in Manufacturing and Service Industries, Vol. 25 No. 3, pp. 353-369.
Yap, B.W., Ramayah, T. and Wan Shahidan, W.N. (2012). Satisfaction and trust on customer loyalty: a PLS approach. Business Strategy Series, Vol. 13 No. 4, pp. 154-167.
Yoffie, D. and Cusumano, M. (1999). Judo strategy: the competitive dynamics of internet time. Harvard Business Review, Vol. 77 No. 12, pp. 70-81.
Wilson, A., Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2012). Services marketing: Integrating customer focus across the firm.
Zhang, R., Li, G. and Wang, Z. (2016). Relationship value based on customer equity influences on online group-buying customer loyalty. Journal of Business Research, pp. 1-7.
Zhang, Y.F.Y., Wei, K.K., Ramsey, E.M.P. and Chen, H. (2011). Repurchase intention in B2C e-commerce - A relationship quality perspective. Information and Management, Vol. 48, pp. 192-200.
Aisyah Salim, N. (2011). The Evaluation of Relationship Marketing of Skin Care Service at PKU. Muhammadiyah Yogyakarta Hospital, Gadjah Mada University.
Anderson, E.W., Fornell, C. and Lehmann, D. (1994). Customer satisfaction, market share and profitability: finding from Sweden, Journal of Marketing, Vol. 58 No. 3, pp. 53-66.
Ardiyanto, F., Kusumadew H. (2018). Anteseden Intensi Belanja Pengguna Aplikasi/Website Toko Online di Yogyakarta. Vol 21, No.2
Baskara, I. P., & Hariyadi, G. T. (2014). Analisis pengaruh kepercayaan, keamanan, kualitas pelayanan dan persepsi akan resiko terhadap keputusan pembelian melalui situs jejaring sosial. Studi pada Mahasiswa di Kota Semarang, Universitas Dian Nuswantoro, Semarang, 1-15.
Bagozzi, R.P. and Yi, Y. (1988). On the evaluation of structural equation models, Journal of the Academy of Marketing Science, Vol. 16 No. 1, pp. 74-94.
Bendall-Lyon, D. and Power, T.L. (2004). The impact of structure and process attributes on satisfaction and behavioral intentions. The Journal of Service Marketing, Vol. 18 No. 3, pp. 114-121.
Berry, L. L. (1995). Relationship marketing of services—growing interest, emerging perspectives. Journal of the Academy of marketing science, 23(4), 236-245.
Blut, M., Frennea, C.M., Mittal, V. and Mothersbaugh, D.L. (2015). How procedural, financial and relational switching costs affect customer satisfaction, repurchase intentions, and repurchase behavior: a meta analysis. International Journal of Research in Marketing, Vol. 32 No. 2, pp. 226-229.
Brun, I., Rajaobelina, L. and Ricard, L. (2014). Online relationship quality: scale development and initial testing, International Journal of Bank Marketing, Vol. 32 No. 1, pp. 5-27.
Chen, C.W.D. and Cheng, C.Y.J. (2009). Understanding consumer intention in online shopping: a respecification and validation of the DeLone and
McLean model. Behaviour and Information Technology, Vol. 28 No. 4, pp. 335-345.
Chen, Y. and Xie, J. (2008). Online consumer review: word of-mouth as a new element of marketing communication mix, Management Science, Vol. 54 No. 3, pp. 77-91.
Chiu, H.C., Hsieh, Y.C., Li, Y.C. and Lee, M. (2005). Relationship marketing and consumer switching behavior, Journal of Business Research, Vol. 58 No. 12, pp. 1681-1689. Https;//www.emerald .com/insight1759-0833.htm
Cyr, D., Hassanein, K., Head, M. and Ivanov, A. (2007). The role of social presence in establishing loyalty in e-service environments, Interacting with Computers, Vol. 19 No. 1, pp. 43-56.
Dwyer, F. R., Schurr, P. H., & Oh, S. (1987). Developing Buyer-Seller Relationships. The Journal Of Marketing, 11-27.
Echchakoui, S. (2016). Relationship between sales force reputation and customer behavior: role of experiential value added by sales force. Journal of Retailing and Consumer Services, Vol. 28, pp. 54-66, available at: http://dx.doi.org/10.1016/j.jretconser.2015.07.014
Elwalda, A., Lü, K. and Ali, M. (2016). Perceived derived attributes of online customer review. Computers in Human Behavior, Vol. 56, pp. 306-319, available at: http://dx.doi.org/10.1016/j.chb.2015.11.051
Fullerton, G. (2005). The impact of brand commitment on loyalty to retail service brands. Canadian Journal of Administrative Sciences/Revue Canadienne Des Sciences de L’administration, Vol. 22 No. 2, pp. 97-110.
Gottschalk, S.A. and Mafae, A. (2017). Cutting through the online review jungle investigating selective eWOM processing, Journal of Interactive Marketing, Vol. 37, pp. 89-104, htttp://dx. doi.org/10.1016/j.intmar.2016.06.001.
Han, S. (1992). Antecedents of buyer-seller long-term relationships: An exploratory model of structural bonding and social bonding.
Hartono, J. (2007). Model kesuksesan sistem teknologi informasi. Yogyakarta: Andi.
Hsu, C., Chen, M. and Kumar, V. (2016), How social shopping retains customers? Capturing the essence of website quality and relationship quality, Total Quality Management and Business Excellence, available at: http://dx.doi.org/10.1080/14783363.2016.1171706
Kim, M., Chung, N. and Lee, C. (2011). The effect of perceived trust on electronic commerce: shopping online for tourism products and services in South Korea. Tourism Management, Vol. 32 No. 2, pp. 256-265.
Kotler, Philip dan Kevin Lane Keller, (2007). Manajemen Pemasaran Edisi 12 Jilid 1 Jakarta: Indeks-Prentice Hall
Koushehi, M.R., Aali, S, Zendeh, A.R.B. & Iranzadeh, S (2019). The antecedents and consequences of online relationship quality in internet purchase. Journal of Islamic Marketing Vol.11 No.1, 2020 hlm.167-178. doi 10.1108/JIMA-01-2019-0002
Kwon, K. and Kim, C. (2012). How to design personalization in a context of customer retention: who personalizes what and to what extent?. Electronic Commerce Research and Applications, Vol. 11 No. 2, pp. 101-116.
Li, X., Hitt, L.M. and Zhang, Z.J. (2011). Product reviews and competition in markets for repeat purchase products. Journal of Management Information Systems, Vol. 27 No. 4, pp. 9-41.
Liang, C. and Wang, W. (2008). Does online relationship marketing enhance customer retention and cross-buying? The Service Industries Journal, Vol. 28 No. 6, pp. 769-787, doi: 10.1080/ 02642060801988910.
Lin, C. C., Wu, H. Y., & Chang, Y. F. (2011). The critical factors impact on online customer satisfaction. Procedia Computer Science, 3, 276-281.
Lin, H.F. (2007). The impact of website quality dimensions on customer satisfaction in the B2C Ecommerce context. Total Quality Management and Business Excellence, Vol. 18 No. 4, pp. 363-378, doi: 10.1080/14783360701231302.
Liu, Y., Zhou, C.F. and Chen, Y.W. (2006). Determinants of E-CRM in influencing customer satisfaction PRICAI 2006, Trends in Artificial Intelligence, Vol. 409 No. 9, pp. 767-776.
Lupiyoadi, R. (2001). Manajemen pemasaran jasa: teori dan praktik. Jakarta: Salemba Empat, 101.
Monzo, V.R., Martí-Sánchez, M. and Guijarro-García, M. (2015). Using online consumer loyalty to gain competitive advantage in travel agencies. Journal of Business Research, Vol. 68, pp. 1638-1640, available at: http://dx.doi.org/10.1016/j.jbusres.2015.02.009
Morgan, R.M. and Hunt, S.D. (1994). The commitment-trust theory of relationship marketing, Journal of Marketing, Vol. 58 (July), pp. 20-38.
Ng, S., David, M.E. and Dagger, T.S. (2011). Generating positive word-of-mouth in the service experience. Managing Service Quality: An International Journal, Vol. 21 No. 2, pp. 133-151.
Palmatier, R. W., Dant, R. P., Grewal, D., & Evans, K. R. (2006). Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis. Journal of Marketing, 70(4), 136-15
Parasuraman, A., Valerie A. Zeithmal and Leonard L Berry (1994). Reassesment of Expectations as a Comparison Standar in Measuring Service Quality: Implication For Further Research. Journal of Marketing, 58 (January). p.32-45.
Ryals, L., & Knox, S. (2001). Cross-functional issues in the implementation of relationship marketing through customer relationship management. European management journal, 19(5), 534-542.
Salo, J., Sinisalo, J. and Karjaluoto, H. (2007). Intentionally developed business network for mobile marketing: a case study from Finland. Journal of Business and Industrial Marketing, (In press)
Sekaran, U., & Bougie, R. (2016). Research Methods for Business (7th ed.). United Kingdom: Wiley. https://doi.org/10.13140/RG.2.1.1419.3126
Simamora, B. (2008). Panduan riset perilaku konsumen, cetakan ketiga. Jakarta: PT Gramedia Pustaka Utama.
Sulaiman, A. (2015). Pengembangan Sistem Informasi Public E-Marketplace pada PT XYZ, ULTIMA Infosys, Vol.VI, No.2 December 2015
St-James, Y., & Taylor, S. (2004). Delight-as-magic: refining the conceptual domain of customer delight. ACR North American Advances.
Tjiptono, F., & Chandra, G. (2011). Service, Quality & Satisfaction Edisi 3. Yogyakarta: Andi, 1.
Tjiptono, F. (2005). Pemasaran jasa. Malang: Bayumedia Publishing, 104.
Traver, C. G., & Laudon, K. C. (2012). E-commerce: business, technology, society. Pearson Higher Ed.
Widyawati, N. (2018). Pengaruh Kepercayaan dan Komitmen serta bauran Pemasaran Jasa Terhadap Loyalitas Konsumen Di Hotel Zakiah Medan. EKUITAS (Jurnal Ekonomi dan Keuangan), 12(1), 74-96.
Wen, I. (2012). An empirical study of an online travel purchases intention model. Journal of Travel and Tourism Marketing, Vol. 29 No. 1, pp. 18-39.
Wu, C.C. and Hsu, C.L. (2015). How to improve e-satisfaction and e-loyalty and strengthen the links between them: value from regulatory fit. Human
Factors and Ergonomics in Manufacturing and Service Industries, Vol. 25 No. 3, pp. 353-369.
Yap, B.W., Ramayah, T. and Wan Shahidan, W.N. (2012). Satisfaction and trust on customer loyalty: a PLS approach. Business Strategy Series, Vol. 13 No. 4, pp. 154-167.
Yoffie, D. and Cusumano, M. (1999). Judo strategy: the competitive dynamics of internet time. Harvard Business Review, Vol. 77 No. 12, pp. 70-81.
Wilson, A., Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2012). Services marketing: Integrating customer focus across the firm.
Zhang, R., Li, G. and Wang, Z. (2016). Relationship value based on customer equity influences on online group-buying customer loyalty. Journal of Business Research, pp. 1-7.
Zhang, Y.F.Y., Wei, K.K., Ramsey, E.M.P. and Chen, H. (2011). Repurchase intention in B2C e-commerce - A relationship quality perspective. Information and Management, Vol. 48, pp. 192-200.
