Understanding the Mediating Roles of Satisfaction and Switching Barriers on User Experience and Loyalty Chain in Indonesia GSM Operators
- DOI
- 10.2991/icebef-18.2019.104How to use a DOI?
- Keywords
- GSM; loyalty; satisfaction; switching barriers; user experience
- Abstract
At the moment, the number of Indonesia GSM operators has gradually increased since the issuance of the government regulation regarding the change of business cellular telecommunication competition from monopoly become oligopoly. This situation also give an impact on the decreasing in user loyalty which is shown by increasing of churn rate and stagnant user growth. This study has intention to support conceptually the relationship between user experience and loyalty in Indonesia GSM operators through satisfaction and switching barriers. The conceptual framework is tested empirically using 68 questionnaire items as research instrument and collected using self-administered online survey. The model is tested using PLS-SEM and the findings show that satisfaction and switching barriers mediate the positive and significant relationship between user experience and loyalty. It implies if users perceive good experiences in using their operators then they feel satisfy and stay loyal with the current operator. In line with the condition when there are too many barriers in switching to other operators and at the same time they get value for money, hence they will become loyal as well. In addition, this research model was fit to the context since in the criteria of high goodness of fit and predictive blindfolding.
- Copyright
- © 2019, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Indira Rachmawati AU - Zurina Mohaidin PY - 2019/05 DA - 2019/05 TI - Understanding the Mediating Roles of Satisfaction and Switching Barriers on User Experience and Loyalty Chain in Indonesia GSM Operators BT - Proceedings of the 1st International Conference on Economics, Business, Entrepreneurship, and Finance (ICEBEF 2018) PB - Atlantis Press SP - 482 EP - 491 SN - 2352-5428 UR - https://doi.org/10.2991/icebef-18.2019.104 DO - 10.2991/icebef-18.2019.104 ID - Rachmawati2019/05 ER -