The Influence of Electronic Service Quality and Electronic Word of Mouth (eWOM) toward Repurchase Intention (Study on E-Commerce in Indonesia)

Widarto Rachbini, Diana Anggraeni, Harimurti Wulanjani

Abstract


Customer satisfaction is a vital component of service organisations that are significantly related to service quality. One of the electronic service quality that has to be prioritised, is website quality. Therefore, this study will determine the influence of electronic service quality and electronic word of mouth (eWOM) toward repurchase intention on e-commerce in Indonesia. Data were obtained from Google Form Online Questionnaires which were distributed through a short-link in WhatsApp, LINE, and Twitter applications during April 2019. This study applied the purposive sampling method where 458 qualified samples were matched to the specific criteria. Structural Equation Model (SEM) supported by LISREL software was used to analyse the data. The findings show that there are positive and significant influences of electronic service quality of pleasant and utilitarian dimensions to eWOM construction and repurchase intention. This research suggests managerial implication to e-commerce industry practitioners to reduce Tokopedia and also Instagram as the benchmark of electronic-based service quality. The managerial implication covers observing and adopting mobile application service quality aspects, service online review, and virtual communities. Besides, it is significantly suggested for future studies to explore more specific contexts of pleasant and utilitarian electronic service quality dimensions as in the B2B e-commerce, B2C e-commerce, and G2C e-commerce.

 

Keywords: Electronic service quality, eWOM, repurchase intention, e-commerce, tokopedia.



https://doi.org/10.17576/JKMJC-2021-3701-03


Full Text:

PDF

References


Al-Dweeri, R., Obeidat, Z., Al-Dwiry, M., Alshurideh, M., & Alhorani, A. (2017). The impact of e-service quality and e-loyalty on online shopping: moderating effect of e-satisfaction and e-trust. International Journal of Marketing Studies, 9(2), 92–103.

Abdul Razak, N. S., Marimuthu, M., Omar, A., & Mamat, M. (2014). Trust and repurchase intention on online tourism services among Malaysian consumers. Procedia-Social and Behavioral Sciences, 130, 577–582.

Arcand, M., PromTep S., Brun, I., & Rajaobelina, L. (2017). Mobile banking service quality and customer relationships. International Journal of Bank Marketing, 35(7), 1068–1089.

Assael, H. (1998). Consumer behavior and marketing action. South-Western College Publishing.

Aljukhadar, M, & Senecal, S. (2011). Segmenting the online consumer market. Marketing Intelligence & Planning, 29(4), 421–435.

Alexa. (2018). Top sites in Indonesia. https://www.alexa.com/topsites/countries/ID

Baber, A., Thurasamy, R., Malik, M. I., Sadiq, B., Islam, S., & Sajjad, M. (2016). Online word-of-mouth antecedents, attitude and intention-to-purchase electronic products in Pakistan. Telematics Informat, 33(2), 388–400.

Bernoff, J., & Li, C. (2008). Harnessing the power of the oh-so-social web. MIT Sloan Management Review, 49(3), 36–42.

Bauer, H.H., Hammerschmidt, M., & Falk, T. (2005). Measuring the quality of e-banking portals. International Journal of Bank Marketing, 23(2), 153–175.

Bolar, K. (2014). End-user acceptance of technology interface in transaction-based environment. Journal of Internet Banking and Commerce, 19(1), 2–16.

Brangier, E., Desmarais, M.C., Nemery, A., & Promtep, S. (2015). Évolution de l’inspection heuristique: Vers une intégration des critères d’accessibilité, de praticité, d’émotion et de persuasion dans l’évaluation ergonomique. Journal d’Interaction Personne-Systeme, 4(1), 69–84.

Bressolles, G. (2006). La qualité de service électronique: NetQu@l: Proposition d’une échelle de mesure appliqué aux sites marchands et effets modérateurs. Recherche et Applications en Marketing, 21(3), 19–47.

Bulut, Z. (2015). Determinants of repurchase intention in online shopping: A Turkish consumer’s perspective. International Journal of Business and Social Science, 6(10). http://ijbssnet.com/journal/index/3304

Burton, J., & Khammash, M. (2010) Why do people read reviews posted on consumer-opinion portals? Journal of Marketing Management, 26(3-4), 230–255.

Chemingui, H., & Lallouna, H. (2013). Resistance, motivations, trust and intention to use mobile financial services. International Journal of Bank Marketing, 31(7), 574–592. https://doi.org/10.1108/IJBM-12-2012-0124

Choi, K., Lee, H., Kim, C., & Lee, S. (2005). the service quality dimensions and patient satisfaction relationships in South Korea: Comparisons across gender, age and types of service. Journal of Services Marketing, 19(3), 140-150.

Choudhury, K. (2013). Service quality and customers’ purchase intentions: An empirical study of the Indian banking sector. International Journal of Bank Marketing, 31(7), 529–543.

Cook, S. (2008). The contribution revolution: Letting volunteers build your business. Harvard Business Review, 86(10), 60–69.

Cronin, J. J., Michael, K. B., & Tomas, M. H. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioural intentions in-service environment. Journal of Retailing, 76(2), 193–218.

Cyr, D., Hassanein, K., Head, M., & Ivaniv, A. (2007). The role of social presence in establishing loyalty in e-service environments. Interacting with Computers, 29(1), 43–56.

Danis, T., Istiyanto, B., & Ardyan, E. (2017). The effect of electronic word of mouth, trust, perceived risk, and site quality on transactions using e-commerce [conference paper]. International Conferences SDGS 2030 Challenges and Solutions, Malang, Indonesia. http://jurnal.unmer.ac.id/index.php/sdgs/article/view/1836

De Matos, C. A., & Rossi, C. A. V. (2008). Word-of-mouth communications in marketing: A meta-analytic review of the antecedents and moderators. Journal of the Academy of Marketing Science, 36(4), 578–596.

Dirsehan, T. (2015). An application of text mining to capture and analyze eWOM: A pilot study on the tourism sector. In S. Rathore, & A. Panwar (Eds.), Capturing, analyzing, and managing word-of-mouth in the digital marketplace (pp. 168–186). IGI Global.

Elbehiery, H., Abdelwahab, S., & Abdelhady, G. (2014). Secure mobile banking. Journal of American Science, 10(1), 135–142.

Ganguli, S., & Roy, S. K. (2011). Generic technology-based service quality dimensions in banking: Impact on customer satisfaction and loyalty. International Journal of Bank Marketing, 29(2), 168–189. https://doi.org/10.1108/02652321111107648

Garrett, J. J. (2002). The elements of user experience: User-centered design for the web. New Riders.

George, A., & Kumar, G.G. (2014). Impact of service quality dimensions in internet banking on customer satisfaction. The Decision, 41(1), 73–85.

Giovannini, C. J., Ferreira, J. B., Silva, J. F. D., & Ferreira, D. B. (2015). The effects of trust transference, mobile attributes and enjoyment on mobile trust. Brazilian Administration Review, 12(1), 90–108.

Google Indonesia. (2018). Year in Search: Insights for Brands 2018: Insight from Google Search about consumer behaviour online. Think with Google. https://www.thinkwithgoogle.com/_qs/documents/6818/

Gupta, S. Y., & Kim, H. W. (2007). The effect of post-adoption beliefs on the expectation-confirmation model for information technology continuance. Decision Support Systems, 43(1).

Gvili, Y., & Levy, S. (2018). Consumer engagement with eWOM on social media: The role of social capital. Online Information Review, 42(4), 482–505.

Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Prentice-Hall.

Hanafizadeh, P., Behboudi, M., Koshksaray, A. A., & Tabar, M. J. S. (2014). Mobile-banking adoption by Iranian bank clients. Telematics and Informatics, 31(1), 62–78. https://doi.org/10.1016/j.tele.2012.11.001

Hausman, A. V., & Siepke, J. S. (2009). The effect of web interface features on consumer online purchase intentions. Journal of Business Research, 62(1), 5–13.

Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11/12), 1762–1800.

Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38–52.

Hennig-Thurau, T., Walsh, G., & Walsh, G. (2003). Electronic word-of-mouth: Motives for and consequences of reading customer articulations on the Internet. International Journal of Electronic Commerce, 8(2), 51–74.

Ismagilova, E., Dwivedi, Y., Slade, E., & Williams, M. (2017). Electronic word of mouth (eWOM) in the marketing context: A state of the art analysis and future directions. Springer Briefs in Business. Springer.

Khan M. T. (2014). Customer loyalty programs – Concept, types, goals and benefits (A Conceptual and Review Paper). International Journal of Information, Business and Management, 6(1), 74–93.

Kietzmann, J. H., Hermkens, K., McCarthy, I. P., Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Bus Horiz, 54(3), 241–251.

Kohlmeyer, H. M. (2016). Customer loyalty program as a tool of customer retention: A literature review. CBU International Conference Proceedings 2016, Pra Gue, Cz Ech Republic, 4, 199-203. https://doi.org/10.12955/cbup.v4.762

Kotler, P., & Armstrong, G. (2018). Principles of marketing (17th ed., Global Edition). Pearson.

Lee J., Park D. H., & Han, I. (2008). The effect of negative online consumer reviews on product attitude: An information processing view. Electronic Commerce Research and Applications, 7(3), 341–352.

Lerrthaitrakul, W., & Panjakajornsak, V. (2014). The impact of electronic word-of-mouth factors on consumers’ buying decision-making processes in the low-cost carriers: A conceptual framework. International Journal of Trade, Economics and Finance, 5(2).

Loiacono, E., Watson, R. T., & Goodhue, D. (2007). WebQual: An instrument for consumer evaluation of web sites. International Journal of Electronic Commerce, 11(3), 51–87. https://doi.org/10.2753/JEC1086-4415110302

Magalhaes, R., & Musallam B. (2014). Investigating electronic word-of-mouth motivations in the Middle East: Twitter as medium and message. Journal of Electronic Commerce Organizations, 12(3), 40–59.

Nambisan, P., & Watt, J. H. (2011). Managing customer experiences in online product communities. Journal Business Research, 64(8), 889–895.

Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460–469.

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.

Rachbini, W. (2017). Peran social support terhadap relationship quality dan social commerce intention. MIX: Jurnal Ilmiah Manajemen, 7(3).

Rachbini, W., Hatta, I. H., & Evi, T. (2019).Determinants of trust and customer loyalty on c2c e-marketplace in Indonesia. International Journal of Civil Engineering and Technology (IJCIET), 10(3), 116–127.

Ramseook-Munhurrun, P., & Naidoo, P. (2011). Customers’ perspectives on service quality in internet banking. Services Marketing Quarterly, 32(4), 247–264.

Rezvani, M., & Safahani, N. (2016). The effect of site quality on electronic word of mouth marketing through mediating variable of customer satisfaction. International Business Management, 10(4), 592–598.

Safa, N., & Ismail, M. (2013). A customer loyalty formation model in electronic commerce. Economic Modelling, 35(1), 559–564.

Sagib, G. K., & Zapan, B. (2014). Bangladeshi mobile banking service quality and customer satisfaction and loyalty. Management & Marketing, 9(3), 331–346.

Sanayei, A., & Jokar, A. (2013). Determining the effect of electronic services quality on electronic satisfaction and positive word of mouth (Case study: Different branches of shiraz mellat bank customers). International Journal of Academic Research in Accounting, Finance and Management Sciences, 3(4), 103–111.

Santos, J. (2003). E-service quality: A model of virtual service quality dimensions. Management Service Quality, 13(3), 233–246.

Schiffman, L. G., & Wisenblit, J. L. (2015). Consumer behaviour (11th ed., Global Edition). Pearson.

Schiffman, L. G., & Kanuk, L. (2007). Consumer behaviour. Pearson Prentice Hall.

Sekaran, U., & Bougie, R. (2016). Research methods for business (7th ed.). John Wiley and Sons.

Shafiee, M. M., & Bazargan, N. A. (2017). Behavioural customer loyalty in online shopping: The role of e-service quality and e-recovery. Journal of Theoretical and Applied Electronic Commerce Research, 13(1), 26–38.

Singh, S., & Srivastava, R.K. (2014). Factors influencing the adoption of mobile banking in India. International Journal of E-Services and Mobile Applications, 6(4), 1–15.

Sreejesh, S., Anusree, M. R., & Amarnath, M. (2016). Effect of information content and form customers’ attitude and transaction intention in mobile banking. International Journal of Bank Marketing, 34(7), 1092–1113.

Tahal, R. (2014). Loyalty programs in e-commerce and their perception by the young adult Internet population. Central European Business Review, 3(2), 7–13.

Untung, I. (2018). Lanskap ecommerce Indonesia. ideA: Asosiasi E-Commerce Indonesia. https://docplayer.info/79842911-Lanskap-ecommerce-indonesia.html

Van der Heijden, H. (2004). User acceptance of hedonic information systems. MIS Quarterly, 28(4), 695–704.

Wirtz, J., & Lovelock, C.H., & Chew, P. (2018). Essentials of services marketing (3rd ed., Global Edition). Pearson.


Refbacks

  • There are currently no refbacks.


e-ISSN: 2289-1528