The Influence of Service Quality And Price on Customer Loyalty With Customer Satisfaction as A Moderator Variable on Maxim online Transportation Users
Abstract
The presence of online transportation providers has increased rivalry in Indonesia's transportation sector. However, many students remain dissatisfied with the services of the online transportation industry, particularly Maxim. This research seeks to explore the connection between service quality, pricing strategies, and customer loyalty, with customer satisfaction acting as an intermediary variable. The proposed framework was tested among Bandar Lampung University students who use the Maxim application. An online survey was conducted with 280 students aged 19 to 25 years from Bandar Lampung University as participants. The data were analyzed using SmartPLS 3.0, applying structural equation modeling to test the model and evaluate the hypotheses. The first and second hypotheses were validated, showing that service quality and pricing positively influence customer loyalty. Similarly, the third and fourth hypotheses were supported, revealing that service quality and pricing significantly enhance customer satisfaction. The fifth hypothesis was corroborated, demonstrating that customer satisfaction strengthens customer loyalty. Furthermore, the sixth and seventh hypotheses were confirmed, demonstrating that customer satisfaction serves as a mediator in the relationship between service quality, pricing strategies, and customer loyalty. This study revealed that service quality and pricing play a vital role in shaping Maxim's customer loyalty, particularly among students at Bandar Lampung University. Customer satisfaction acts as a moderating factor that reinforces the relationship between service quality, pricing, and customer loyalty. The findings highlight that customer satisfaction significantly impacts the intention to reuse the service, underscoring the critical role of trust and positive user experiences in fostering customer loyalty. This study investigates the influence of service quality and pricing on customer loyalty among Maxim online transportation users, with customer satisfaction serving as a mediating variable. Additionally, it explores how satisfaction enhances the connection between service quality, pricing, and customer loyalty.
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References
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[28] D. Malki, M. Bellahcene, H. Latreche, M. Terbeche, and R. Chroqui, “How social CRM and customer satisfaction affect customer loyalty,” Spanish Journal of Marketing - ESIC, vol. 28, no. 4, pp. 465–480, Sep. 2024, doi: 10.1108/SJME-09-2022-0202.
[29] R. M. Sari and I. Aprileny, “The Effect Of Product Quality And Promotiont Of Customer Satisfaction With Interest In Buying As An Intervening Variable (Case Study at Rabbani Shop Customer) The Effect Of Product Quality And Promotion Of Customer Satisfaction With Interest In Buying As An Intervening Variable (Case Study at Rabbani Shop Customer),” Sekolah Tinggi Ilmu Ekonomi Indonesia, 2020, [Online]. Available: www.topbrand-award.com
[30] N. Slack, G. Singh, and S. Sharma, “The effect of supermarket service quality dimensions and customer satisfaction on customer loyalty and disloyalty dimensions,” International Journal of Quality and Service Sciences, vol. 12, no. 3, pp. 297–318, Aug. 2020, doi: 10.1108/IJQSS-10-2019-0114.
[31] M. A. Gezahegn, A. D. Durie, and A. T. Kibret, “Examining the relationship between corporate social responsibility, customer satisfaction and customer loyalty in Ethiopian banking sector,” International Journal of Organizational Analysis, Aug. 2024, doi: 10.1108/IJOA-04-2024-4435.
[32] N. K. Malhotra, Marketing Research: An Applied Orientation. New York: Pearson, 2020.
[33] S. M. Dam and T. C. Dam, “Relationships between Service Quality, Brand Image, Customer Satisfaction, and Customer Loyalty,” Journal of Asian Finance, Economics and Business, vol. 8, no. 3, pp. 585–593, 2021, doi: 10.13106/jafeb.2021.vol8.no3.0585.
[34] K. P. Lai, Y. Yee Yen, and C. Siong Choy, “The effects of service quality and perceived price on revisit intention of patients: the Malaysian context,” International Journal of Quality and Service Sciences, vol. 12, no. 4, pp. 541–558, Nov. 2020, doi: 10.1108/IJQSS-02-2019-0013.
[35] J. F. Hair, J. J. Risher, M. Sarstedt, and C. M. Ringle, “When to use and how to report the results of PLS-SEM,” European Business Review, vol. 31, no. 1, pp. 2–24, Jan. 2019, doi: 10.1108/EBR-11-2018-0203.
[36] T. R. Shah, P. Kautish, and K. Mehmood, “Influence of robots service quality on customers’ acceptance in restaurants,” Asia Pacific Journal of Marketing and Logistics, vol. 35, no. 12, pp. 3117–3137, Dec. 2023, doi: 10.1108/APJML-09-2022-0780.
[37] D. Suhartanto, M. Helmi Ali, K. H. Tan, F. Sjahroeddin, and L. Kusdibyo, “Loyalty toward online food delivery service: the role of e-service quality and food quality,” Journal of Foodservice Business Research, vol. 22, no. 1, pp. 81–97, Jan. 2019, doi: 10.1080/15378020.2018.1546076.
[38] N. Ajijah, D. Harini, S. B. Riono, S. Manajemen, F. Ekonomi, and D. Bisnis, “The Influence of Brand Image, Price and Product Quality on Purchasing Decisions (Case Study of Customers at Gembong Gedhe Bakery,” Management and Entrepreneurship Research, vol. 1, no. 2, pp. 43–60, 2023.
[39] R. Agnihotri, R. Dingus, M. Y. Hu, and M. T. Krush, “Social media: Influencing customer satisfaction in B2B sales,” Industrial Marketing Management, vol. 53, pp. 172–180, Feb. 2016, doi: 10.1016/j.indmarman.2015.09.003.
[2] A. Nur ’ain and L. N. Susila, “The Effect Of Service Quality And Product Quality On Loyality Electronic Money In Sukoharjo With Satisfaction and Trust As Intervening Variables,” 2021. [Online]. Available: http://e-journal.stie-aub.ac.id
[3] S. D. Elgarhy and L. M. Mohamed, “The Influences of Services Marketing Mix (7ps) on Loyalty, Intentions, and Profitability in the Egyptian Travel Agencies: The Mediating Role of Customer Satisfaction,” Journal of Quality Assurance in Hospitality & Tourism, vol. 24, no. 6, pp. 782–805, Nov. 2023, doi: 10.1080/1528008X.2022.2080148.
[4] C. Makanyeza and L. Chikazhe, “Mediators of the relationship between service quality and customer loyalty,” International Journal of Bank Marketing, vol. 35, no. 3, pp. 540–556, May 2017, doi: 10.1108/IJBM-11-2016-0164.
[5] B. Mahadin, M. N. Akroush, and H. Bata, “The effects of tourism websites’ attributes on e-satisfaction and e-loyalty: a case of American travellers’ to Jordan,” International Journal of Web Based Communities, vol. 16, no. 1, p. 4, 2020, doi: 10.1504/IJWBC.2020.105124.
[6] S. Ahmed, A. Al Asheq, E. Ahmed, U. Y. Chowdhury, T. Sufi, and Md. G. Mostofa, “The intricate relationships of consumers’ loyalty and their perceptions of service quality, price and satisfaction in restaurant service,” The TQM Journal, vol. 35, no. 2, pp. 519–539, Jan. 2023, doi: 10.1108/TQM-06-2021-0158.
[7] S. Hansopaheluwakan, “Analysis of e-service quality and website quality effect on e-customer loyalty through e-customer satisfaction (case study: Tokopedia),” IOP Conf Ser Earth Environ Sci, vol. 794, no. 1, p. 012086, Jul. 2021, doi: 10.1088/1755-1315/794/1/012086.
[8] A. R. P. Barusman, “The Effect of Security, Service Quality, Operations and Information Management, Reliability &Trustworthiness on E-Loyalty moderated by Customer Satisfaction on the Online Shopping Website,” 2019. [Online]. Available: http://excelingtech.co.uk/
[9] A. R. P. Barusman, “The Impact of 7p’s (Marketing Mix) on Student Parents’ Decision at School for Disable Students with Special Needs,” vol. 21, pp. 22–28, 2019, doi: 10.9790/487X-2105022228.
[10] G. K. Amoako, J. K. Doe, and E. K. Neequaye, “Online innovation and repurchase intentions in hotels: the mediating effect of customer experience,” International Hospitality Review, vol. 37, no. 1, pp. 28–47, Jun. 2023, doi: 10.1108/IHR-02-2021-0008.
[11] S. A. Sudari, A. K. Tarofder, A. Khatibi, and J. Tham, “Measuring the critical effect of marketing mix on customer loyalty through customer satisfaction in food and beverage products,” Management Science Letters, pp. 1385–1396, 2019, doi: 10.5267/j.msl.2019.5.012.
[12] M. F. Ashari, Z. M. E. Siregar, and Abd. Halim, “The Influence of Service Quality, Taste, and Perceived Price on Customer Loyalty by Mediating Customer Satisfaction,” Quantitative Economics and Management Studies, vol. 4, no. 3, pp. 474–485, Mar. 2023, doi: 10.35877/454RI.qems1631.
[13] S. Prum, Dr. L. Sovang, and Dr. L. Bunteng, “EFFECTS OF SERVICE QUALITY, HOTEL TECHNOLOGY, AND PRICE FAIRNESS ON CUSTOMER LOYALTY MEDIATED BY CUSTOMER SATISFACTION IN HOTEL INDUSTRY IN CAMBODIA,” Journal of Entrepreneurship, pp. 12–39, Jan. 2024, doi: 10.56943/joe.v3i1.465.
[14] N. Anisa and V. U. Tjhin, “Factors Affecting Customer Loyalty Moderated by Switching Cost on the Customer Satisfaction of Digital Streaming Services,” Journal of System and Management Sciences, vol. 13, no. 1, Feb. 2023, doi: 10.33168/JSMS.2023.0101.
[15] Y. M. Ginting, T. Chandra, I. Miran, and Y. Yusriadi, “Repurchase intention of e-commerce customers in Indonesia: An overview of the effect of e-service quality, e-word of mouth, customer trust, and customer satisfaction mediation,” International Journal of Data and Network Science, vol. 7, no. 1, pp. 329–340, 2023, doi: 10.5267/j.ijdns.2022.10.001.
[16] M. Idris and S. R. D. Setiawan, “Mengenal Maxim, Penantang Baru Gojek dan Grab,” https://money.kompas.com/read/2019/12/23/133928126/mengenal-maxim-penantang-baru-gojek-dan-grab?page=all.
[17] Maxim, “Selama 1 Tahun, Pertumbuhan Pengguna ‘Maxim’ Naik Hingga 31 Kali,” https://id.taximaxim.com/id/2093-jakarta/blog/2020/03/1795-selama-1-tahun-pertumbuhan-pengguna-maxim-naik-hingga-31-kali/#:~:text=Pada%20akhir%20tahun%202018%2C%20jumlah,yang%20terbaik%20untuk%20masyarakat%20Indonesia.
[18] I. Oktapianti, D. Epty Hidayaty, A. Tuhagana, P. Studi Manajemen, F. Ekonomi dan Bisnis, and U. Buana Perjuangan Karawang, “The Influence Of Maxim Online Transportation Service Rates On Digital Financial Transactions On Buana Perjuangan Karawang University Students,” 2023. [Online]. Available: http://journal.yrpipku.com/index.php/msej
[19] D. T. Nguyen, V. T. Pham, D. M. Tran, and D. B. T. Pham, “Impact of Service Quality, Customer Satisfaction and Switching Costs on Customer Loyalty,” The Journal of Asian Finance, Economics and Business, vol. 7, no. 8, pp. 395–405, Aug. 2020, doi: 10.13106/jafeb.2020.vol7.no8.395.
[20] A. Abror, D. Patrisia, Y. Engriani, S. Evanita, Y. Yasri, and S. Dastgir, “Service quality, religiosity, customer satisfaction, customer engagement and Islamic bank’s customer loyalty,” Journal of Islamic Marketing, vol. 11, no. 6, pp. 1691–1705, Nov. 2019, doi: 10.1108/JIMA-03-2019-0044.
[21] A. Aburayya, A. Al Marzouqi, D. Alawadhi, F. Abdouli, and M. Taryam, “An empirical investigation of the effect of employees’ customer orientation on customer loyalty through the mediating role of customer satisfaction and service quality,” Management Science Letters, pp. 2147–2158, 2020, doi: 10.5267/j.msl.2020.3.022.
[22] V. Teeroovengadum, “Service quality dimensions as predictors of customer satisfaction and loyalty in the banking industry: moderating effects of gender,” European Business Review, vol. 34, no. 1, pp. 1–19, Jan. 2022, doi: 10.1108/EBR-10-2019-0270.
[23] S. Y. Lee and J. H. Kim, “Effects of Servicescape on Perceived Service Quality, Satisfaction and Behavioral Outcomes in Public Service Facilities,” Journal of Asian Architecture and Building Engineering, vol. 13, no. 1, pp. 125–131, Jan. 2014, doi: 10.3130/jaabe.13.125.
[24] Z. Alzaydi, “Examining the mediating effect of multi-channel integration quality in the relationship with service quality, customer satisfaction and customer loyalty in the Saudi banking sector,” Management & Sustainability: An Arab Review, vol. 3, no. 2, pp. 132–149, May 2024, doi: 10.1108/MSAR-12-2022-0061.
[25] A. R. P. Barusman and E. P. Rulian, “Customer satisfaction and retention and its impact on turism in hotel industry,” Utopia y Praxis Latinoamericana, vol. 25, no. Extra1, pp. 117–126, 2020, doi: 10.5281/zenodo.3774581.
[26] A. M. B. de F. Marcos and A. F. de M. Coelho, “Service quality, customer satisfaction and customer value: holistic determinants of loyalty and word-of-mouth in services,” The TQM Journal, vol. 34, no. 5, pp. 957–978, Nov. 2022, doi: 10.1108/TQM-10-2020-0236.
[27] B. A. Othman, A. Harun, N. M. De Almeida, and Z. M. Sadq, “The effects on customer satisfaction and customer loyalty by integrating marketing communication and after sale service into the traditional marketing mix model of Umrah travel services in Malaysia,” Journal of Islamic Marketing, vol. 12, no. 2, pp. 363–388, Feb. 2021, doi: 10.1108/JIMA-09-2019-0198.
[28] D. Malki, M. Bellahcene, H. Latreche, M. Terbeche, and R. Chroqui, “How social CRM and customer satisfaction affect customer loyalty,” Spanish Journal of Marketing - ESIC, vol. 28, no. 4, pp. 465–480, Sep. 2024, doi: 10.1108/SJME-09-2022-0202.
[29] R. M. Sari and I. Aprileny, “The Effect Of Product Quality And Promotiont Of Customer Satisfaction With Interest In Buying As An Intervening Variable (Case Study at Rabbani Shop Customer) The Effect Of Product Quality And Promotion Of Customer Satisfaction With Interest In Buying As An Intervening Variable (Case Study at Rabbani Shop Customer),” Sekolah Tinggi Ilmu Ekonomi Indonesia, 2020, [Online]. Available: www.topbrand-award.com
[30] N. Slack, G. Singh, and S. Sharma, “The effect of supermarket service quality dimensions and customer satisfaction on customer loyalty and disloyalty dimensions,” International Journal of Quality and Service Sciences, vol. 12, no. 3, pp. 297–318, Aug. 2020, doi: 10.1108/IJQSS-10-2019-0114.
[31] M. A. Gezahegn, A. D. Durie, and A. T. Kibret, “Examining the relationship between corporate social responsibility, customer satisfaction and customer loyalty in Ethiopian banking sector,” International Journal of Organizational Analysis, Aug. 2024, doi: 10.1108/IJOA-04-2024-4435.
[32] N. K. Malhotra, Marketing Research: An Applied Orientation. New York: Pearson, 2020.
[33] S. M. Dam and T. C. Dam, “Relationships between Service Quality, Brand Image, Customer Satisfaction, and Customer Loyalty,” Journal of Asian Finance, Economics and Business, vol. 8, no. 3, pp. 585–593, 2021, doi: 10.13106/jafeb.2021.vol8.no3.0585.
[34] K. P. Lai, Y. Yee Yen, and C. Siong Choy, “The effects of service quality and perceived price on revisit intention of patients: the Malaysian context,” International Journal of Quality and Service Sciences, vol. 12, no. 4, pp. 541–558, Nov. 2020, doi: 10.1108/IJQSS-02-2019-0013.
[35] J. F. Hair, J. J. Risher, M. Sarstedt, and C. M. Ringle, “When to use and how to report the results of PLS-SEM,” European Business Review, vol. 31, no. 1, pp. 2–24, Jan. 2019, doi: 10.1108/EBR-11-2018-0203.
[36] T. R. Shah, P. Kautish, and K. Mehmood, “Influence of robots service quality on customers’ acceptance in restaurants,” Asia Pacific Journal of Marketing and Logistics, vol. 35, no. 12, pp. 3117–3137, Dec. 2023, doi: 10.1108/APJML-09-2022-0780.
[37] D. Suhartanto, M. Helmi Ali, K. H. Tan, F. Sjahroeddin, and L. Kusdibyo, “Loyalty toward online food delivery service: the role of e-service quality and food quality,” Journal of Foodservice Business Research, vol. 22, no. 1, pp. 81–97, Jan. 2019, doi: 10.1080/15378020.2018.1546076.
[38] N. Ajijah, D. Harini, S. B. Riono, S. Manajemen, F. Ekonomi, and D. Bisnis, “The Influence of Brand Image, Price and Product Quality on Purchasing Decisions (Case Study of Customers at Gembong Gedhe Bakery,” Management and Entrepreneurship Research, vol. 1, no. 2, pp. 43–60, 2023.
[39] R. Agnihotri, R. Dingus, M. Y. Hu, and M. T. Krush, “Social media: Influencing customer satisfaction in B2B sales,” Industrial Marketing Management, vol. 53, pp. 172–180, Feb. 2016, doi: 10.1016/j.indmarman.2015.09.003.
Published
2025-03-06
How to Cite
AUGUSTINE, Nuraini Maya; PUTRA, Andala Rama.
The Influence of Service Quality And Price on Customer Loyalty With Customer Satisfaction as A Moderator Variable on Maxim online Transportation Users.
Journal of Information System, Applied, Management, Accounting and Research, [S.l.], v. 9, n. 2, p. 488-500, mar. 2025.
ISSN 2598-8719.
Available at: <https://journal.stmikjayakarta.ac.id/index.php/jisamar/article/view/1777>. Date accessed: 28 apr. 2025.
doi: https://doi.org/10.52362/jisamar.v9i2.1777.
Section
Articles
This work is licensed under a Creative Commons Attribution 4.0 International License.
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