THE INFLUENCE OF PERCEIVED VALUE, CUSTOMER TRUST, AND PRICE ON SWITCHING INTENTION THROUGH CUSTOMER SATISFACTION IN ONLINE TRANSPORTATION SERVICES: A CASE STUDY OF MAXIM APPLICATION AMONG GENERATION Z IN PADANG CITY
PENGARUH PERCEIVED VALUE, CUSTOMER TRUST, DAN PRICE TERHADAP SWITCHING INTENTION MELALUI CUSTOMER SATISFACTION PADA JASA TRANSPORTASI ONLINE APLIKASI MAXIM DI KALANGAN GENERASI Z DI KOTA PADANG
Keywords:
Perceived Value, Customer Trust, Price, Customer Satisfaction, Switching Intention
Abstract
The increasing competition in the online transportation industry has led to a growing trend of switching intention among Generation Z users, particularly in urban areas like Padang. This study aims to analyze the influence of Perceived Value, Customer Trust, and Price on Switching Intention through Customer Satisfaction among Maxim application users. Using a quantitative research method, data were collected through a survey distributed to Generation Z respondents in Padang who actively use the Maxim application. The study employed Partial Least Squares – Structural Equation Modeling (PLS-SEM) for data analysis. The findings indicate that Perceived Value and Customer Trust positively influence Customer Satisfaction, which in turn reduces Switching Intention. Meanwhile, Price significantly affects Customer Satisfaction, but in some cases, a higher price may increase the likelihood of switching if not accompanied by quality service. Furthermore, Customer Satisfaction acts as a crucial mediating variable, strengthening or weakening the relationship between Perceived Value and Price with Switching Intention. These findings contribute to a better understanding of consumer behavior in the digital transportation sector, highlighting the importance of maintaining customer satisfaction to ensure long-term loyalty. Future research is encouraged to explore additional factors such as brand loyalty, user experience, and service differentiation strategies
References
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Istiqomah, R., & Setiawan, H. (2023). Generation Z preferences for online services: Insights from the transport sector. Journal of Business Studies, 14 (3), 145-160.
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Moise, L., Andreescu, G., & Fache, A. (2019). Consumer switching behavior in transportation services: A systematic review. Journal of Transport and Supply Chain Management, 13 (1), 1-10. https://doi.org/10.4102/jtscm.v13i1.430
Monroe, K. B. (1990). Pricing: Making profitable decisions. McGraw-Hill.
Nevo, S. (2012). The role of expectation-confirmation theory in understanding customer satisfaction and loyalty. Journal of Marketing Theory and Practice, 20(2), 123-135. https://doi.org/10.2753/MTP1069-6679200201
Nugroho, P. (2020). Digital transformation in public transportation services: A 'revolution' in Indonesia. Transportation Research Procedia, 34 , 123-130. https://doi.org/10.1016/j.trpro.2019.11.002
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469. https://doi.org/10.1177/002224378001700404
Overby, J. W., & Lee, E. J. (2006). The impact of personal and social value on the customer’s loyalty toward electronic shopping. Journal of Business Research, 59 (5), 629-635. https://doi.org/10.1016/j.jbusres.2005.10.002
Park, C. W., & Lee, H. (2020). The influence of digital technologies on customer relationships and loyalty in online service environments. Journal of Business Research, 121 , 393-399. https://doi.org/10.1016/j.jbusres.2020.01.023
Putri, N.., & Nugroho, B. (2022). Consumer behavior in negotiating prices with ride-hailing applications: The case of InDriver. Journal of Transportation Studies, 18 (2), 85-95.
Ribbink, D., van Riel, A. C. R., Liljander, V., & Streukens, S. (2004). Brand loyalty and satisfaction: A view from the customers’ perspective. Journal of Retailing and Consumer Services, 11 (6), 461-471. https://doi.org/10.1016/j.jretconser.2004.10.003
Ribbink, D., van Riel, A. C. R., Liljander, V., & Streukens, S. (2004). Brand loyalty and the role of customer satisfaction and trust. Journal of Retailing and Consumer Services, 11(5), 305-318. https://doi.org/10.1016/j.jretconser.2004.01.002
Sari, A., & Rahman, F. (2020). A comparative study of transportation network companies: Performance and pricing strategies. International Journal of Business Economics and Management, 5 (1), 23-32.
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Wang, Y., Chen, X., & Huang, R. (2021). The role of perceived service quality and customer satisfaction in influencing customer switching behavior in internet shopping. Journal of Internet Commerce, 20 (1), 1-25. https://doi.org/10.1080/15332861.2021.186673
Wang, Y., Zhang, Y., & Zhang, J. (2020). The impact of price fairness on customer satisfaction and switching intention in the online service context. Journal of Business Research, 116, 123-134. https://doi.org/10.1016/j.jbusres.2020.05.020
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Widiastuti, M. & Prabowo, Y. (2023). The role of marketing strategies in fostering brand loyalty in the online travel industry in Indonesia. Asian Journal of Marketing, 7 (1), 27-42.
Zhou, Z., & Wang, T. (2014). The determinants of customer switching intention in the context of online banking services. Service Business, 8 (4), 661-682. https://doi.org/10.1007/s11628-013-0208-x
Ali, F., Kim, T. H., & Ritchie, J. R. B. (2020). Examining the loyal customer behaviors in the context of tourism: A comparative approach among services. Tourism Management Perspectives, 34, 1-10. https://doi.org/10.1016/j.tmp.2019.100652
AlSokkar, A., Alsharif, M. H., & Alzahrani, A. (2024). The impact of expectation-confirmation theory on customer satisfaction and switching intention in online services. Journal of Business Research, 145, 123-135. https://doi.org/10.1016/j.jbusres.2023.12.045
Ananda, D., & Salim, H. (2023). Customer satisfaction in online transportation: The impact of service quality and perceived value. International Journal of Transportation Science and Technology, 12 (1), 37-48. https://doi.org/10.1016/j.ijtst.2022.12.002
Ariffin, S. K., Lim, H. A., & Rahman, A. (2018). Determinants of customer loyalty in online transportation services. International Journal of Business and Society, 19 (2), 287-302.
Barnes, S. J., & Vidgen, R. (2015). Data mining, customer value management and ticketing: Implications for the music industry. The Service Industries Journal, 35 (11-12), 651-671. https://doi.org/10.1080/02642069.2015.1063432
Chen, C. F., & Chang, Y. S. (2012). The influence of perceived value on customer satisfaction and switching intention in the online shopping context. Journal of Retailing and Consumer Services, 19(2), 123-131. https://doi.org/10.1016/j.jretconser.2011.11.002
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). The effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28(3), 307-319. https://doi.org/10.1177/002224379102800301
Etikan, I., Musa, S. A., & Alkassim, R. S. (2016). Comparison of convenience sampling and purposive sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1-4. https://doi.org/10.11648/j.ajtas.20160501.11
Fahrul, L., & Sari, A. (2023). The impact of price on customer satisfaction in ride-hailing services: A study in Indonesia. Journal of Applied Economics, 22 (1), 55-68. https://doi.org/10.1016/j.appeco.2022.100757
Garvin, D. A. (1984). What does ‘product quality’ really mean? Sloan Management Review, 26 (1), 25-43. https://sloanreview.mit.edu/article/what-does-product-quality-really-mean/
Garvin, D. A. (1984). What does “product quality” really mean? Sloan Management Review, 26(1), 25-43. https://sloanreview.mit.edu/article/what-does-product-quality-really-mean/
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51-90. https://doi.org/10.2307/30036519
Ghozali, I., & Latan, H. (2012). Partial least squares: Konsep, teknik, dan aplikasi menggunakan program SmartPLS 2.0 M3. Badan Penerbit Universitas Diponegoro.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). Sage Publications.
Han, H., & Kim, Y. (2021). Exploring relationships among corporate social responsibility, customer satisfaction, and customer loyalty: Evidence from the hospitality industry. Sustainable Development, 29 (3), 207-218. https://doi.org/10.1002/sd.2134
Haryano, H. (2015). Analisis data dengan PLS: Panduan praktis untuk penelitian. Andi Offset.
Hidayat, A., & Sari, A. (2021). Pricing strategies and customer loyalty in online transportation: A comparative analysis. International Journal of Business and Management, 16 (9), 217-226. https://doi.org/10.5539/ijbm.v16n9p217
Istiqomah, R., & Setiawan, H. (2023). Generation Z preferences for online services: Insights from the transport sector. Journal of Business Studies, 14 (3), 145-160.
Jeng, S. Y., & Yeh, C. (2020). Understanding customer switching intention in the online service context. Journal of Business Research, 111 , 473-480. https://doi.org/10.1016/j.jbusres.2019.10.031
Kim, D. J., & Woo, C. (2020). The role of trust in the relationship between customer satisfaction and switching intention in the online service context. Journal of Service Management, 31(2), 345-367. https://doi.org/10.1108/JOSM-05-2019-0175
Ladeira, W. J., de Oliveira, M. P., & de Almeida, R. G. (2019). Customer satisfaction and loyalty in the context of online shopping: A systematic review. Journal of Retailing and Consumer Services, 50, 1-12. https://doi.org/10.1016/j.jretconser.2019.05.001
Li, X., & Zhang, J. (2023). The influence of perceived value on the switching intention among consumers of ride-hailing services. Asia Pacific Journal of Marketing and Logistics, 35 (2), 345-363. https://doi.org/10.1108/APJML-04-2022-0294
Malik, A., Tufail, M., & Abid, A. (2019). The role of perceived value in enhancing customer satisfaction: Evidence from e-services. Journal of Retailing and Consumer Services, 49 , 6-11. https://doi.org/10.1016/j.jretconser.2018.12.006
Moise, I., & Ajzen, I. (1991). The theory of planned behavior: Some unresolved issues. Journal of Personality and Social Psychology, 50(2), 211-221. https://doi.org/10.1037/0022-3514.50.2.211
Moise, L., Andreescu, G., & Fache, A. (2019). Consumer switching behavior in transportation services: A systematic review. Journal of Transport and Supply Chain Management, 13 (1), 1-10. https://doi.org/10.4102/jtscm.v13i1.430
Monroe, K. B. (1990). Pricing: Making profitable decisions. McGraw-Hill.
Nevo, S. (2012). The role of expectation-confirmation theory in understanding customer satisfaction and loyalty. Journal of Marketing Theory and Practice, 20(2), 123-135. https://doi.org/10.2753/MTP1069-6679200201
Nugroho, P. (2020). Digital transformation in public transportation services: A 'revolution' in Indonesia. Transportation Research Procedia, 34 , 123-130. https://doi.org/10.1016/j.trpro.2019.11.002
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469. https://doi.org/10.1177/002224378001700404
Overby, J. W., & Lee, E. J. (2006). The impact of personal and social value on the customer’s loyalty toward electronic shopping. Journal of Business Research, 59 (5), 629-635. https://doi.org/10.1016/j.jbusres.2005.10.002
Park, C. W., & Lee, H. (2020). The influence of digital technologies on customer relationships and loyalty in online service environments. Journal of Business Research, 121 , 393-399. https://doi.org/10.1016/j.jbusres.2020.01.023
Putri, N.., & Nugroho, B. (2022). Consumer behavior in negotiating prices with ride-hailing applications: The case of InDriver. Journal of Transportation Studies, 18 (2), 85-95.
Ribbink, D., van Riel, A. C. R., Liljander, V., & Streukens, S. (2004). Brand loyalty and satisfaction: A view from the customers’ perspective. Journal of Retailing and Consumer Services, 11 (6), 461-471. https://doi.org/10.1016/j.jretconser.2004.10.003
Ribbink, D., van Riel, A. C. R., Liljander, V., & Streukens, S. (2004). Brand loyalty and the role of customer satisfaction and trust. Journal of Retailing and Consumer Services, 11(5), 305-318. https://doi.org/10.1016/j.jretconser.2004.01.002
Sari, A., & Rahman, F. (2020). A comparative study of transportation network companies: Performance and pricing strategies. International Journal of Business Economics and Management, 5 (1), 23-32.
Sekaran, U., & Bougie, R. (2014). Research methods for business: A skill building approach (6th ed.). Wiley.
Sugiyono. (2018). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Sukarno, A., Lee, J., & Ahmad, R. (2020). The impact of social influences on the behaviors of Generation Z in online shopping. Journal of Retailing, 96 (1), 80-92. https://doi.org/10.1016/j.jretai.2019.10.005
Wang, Y., Chen, X., & Huang, R. (2021). The role of perceived service quality and customer satisfaction in influencing customer switching behavior in internet shopping. Journal of Internet Commerce, 20 (1), 1-25. https://doi.org/10.1080/15332861.2021.186673
Wang, Y., Zhang, Y., & Zhang, J. (2020). The impact of price fairness on customer satisfaction and switching intention in the online service context. Journal of Business Research, 116, 123-134. https://doi.org/10.1016/j.jbusres.2020.05.020
We Are Social. (2023). Digital 2023: Indonesia. Retrieved from https://wearesocial.com/digital-2023
Widiastuti, M. & Prabowo, Y. (2023). The role of marketing strategies in fostering brand loyalty in the online travel industry in Indonesia. Asian Journal of Marketing, 7 (1), 27-42.
Zhou, Z., & Wang, T. (2014). The determinants of customer switching intention in the context of online banking services. Service Business, 8 (4), 661-682. https://doi.org/10.1007/s11628-013-0208-x
Published
2025-02-13
How to Cite
Raisa Amina Ismet, & Dina Patrisia. (2025). THE INFLUENCE OF PERCEIVED VALUE, CUSTOMER TRUST, AND PRICE ON SWITCHING INTENTION THROUGH CUSTOMER SATISFACTION IN ONLINE TRANSPORTATION SERVICES: A CASE STUDY OF MAXIM APPLICATION AMONG GENERATION Z IN PADANG CITY: PENGARUH PERCEIVED VALUE, CUSTOMER TRUST, DAN PRICE TERHADAP SWITCHING INTENTION MELALUI CUSTOMER SATISFACTION PADA JASA TRANSPORTASI ONLINE APLIKASI MAXIM DI KALANGAN GENERASI Z DI KOTA PADANG . Santhet (Jurnal Sejarah Pendidikan Dan Humaniora), 9(1), 369-376. https://doi.org/10.36526/santhet.v9i1.5050
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