Research Paper
Year: 2021 | Month: March | Volume: 8 | Issue: 3 | Pages: 391-402
Analysis of Satisfaction and Loyalty with the Customer Experience Approach
Nabila Kalya Adzhani1, Hartoyo2, Megawati Simanjuntak2
1IPB University, School of Business, Jl Raya Padjajaran Bogor, Indonesia
2Department of Family and Consumer Sciences, Faculty of Human Ecology, Bogor Agricultural University
Corresponding Author: Nabila Kalya Adzhani
ABSTRACT
E-commerce in Indonesia is currently developing rapidly in line with the era of globalization. Customer Experience is one aspect that Sociolla really cares about. Nowadays, manufacturers do not only need good products but must have different experiences in their services. Currently, the millennial generation, besides looking for good products, they also pay attention to experience in their purchases. The aim of this study is (1) to analyze the effect of customer experience (accessibility, competence, customer recognition, helpfulness, personalization, problem solving, promise fulfillment, and value for time) on satisfaction with Sociolla consumers, (2) to analyze the effect of customer satisfaction on Sociolla customer loyalty, formulating appropriate marketing strategies to increase satisfaction and loyalty to Sociolla. The sampling technique in research uses non-probability sampling method with convenience sampling technique. This study used a total sample of 230 people and the unit of analysis in this study was an individual. Processed using SEM-PLS. Based on the research results, the variable of customer experience that has an influence on customer satisfaction is competence, problem solving, promise fulfillment, value for time. While the variable customer experience that has less effect on customer satisfaction is accessibility, customer recognition, helpfulness, and personalization. Meanwhile, consumer satisfaction has a strong effect on consumer loyalty.
Keywords: Customer experience, Customer satisfaction, Consumer loyalty, E-commerce beauty, SEM-PLS.
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