Rachmawati, Indira
(2019)
Customer’s Loyalty Of Indonesia
Cellular Operators: Roles Of User
Experience, Satisfaction, Switching
Barriers, And Corporate Image.
PhD thesis, Universiti Sains Malaysia.
Abstract
The telecommunications industry in Indonesia has grown rapidly since the
issuance of the government regulation regarding the change of competition became
an oligopoly. The increasing number of subscribers is getting stagnant along with the
increasing high churn rate, decreasing customer growth and low average revenue per
user that indicates a decline in loyalty. The present study developed a conceptual
research framework for potential predictors of loyalty to cellular operators. The
research framework was developed in light of an extensive literature review and
expert opinions from academicians and practitioners. Cognition-to-action loyalty
phase framework supports the established framework. The present study takes into
consideration the cellular operator’s five dimensions of user experience, namely
functionality, social, monetary, trustworthiness, and perceived service quality as
independent variables. The variable of corporate image was considered as a
moderating variable, the variables of satisfaction and switching barriers were
considered as mediating variables, whereas the variable of loyalty was a dependent
variable. A quantitative approach through a survey questionnaire was used to collect
primary data in the three parts of Indonesia. Out of 400 cellular operator users
surveyed in this study were collected through internet survey.
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