Analysis of the influence of price, e-service quality and user decisions on user loyalty of online transportation services and e-wom as a mediation

Abstract

Purpose: This research examines the influence of price, e-service quality, and user decisions on loyalty, with e-WOM serving as a mediating variable.

Methods: The research employs an associative strategy, which focuses on exploring the relationships between two or more variables. In this study, the associative research strategy is utilized to identify the influences of the independent variables (price, e-service quality, and user decisions) on loyalty while also considering e-WOM as an intervening variable.

Findings: The results indicate several important findings: (1) Price positively affects both e-WOM and loyalty; (2) E-service quality has a positive impact on e-WOM and loyalty; (3) User decisions significantly influence e-WOM and loyalty; (4) E-WOM positively influences loyalty and serves as a mediator in the relationship between price and loyalty; (5) E-WOM also mediates the influence of e-service quality on loyalty; and (6) E-WOM mediates the effect of user decisions on loyalty.

Practical Implications: The organizations should focus on competitive pricing strategies to enhance e-WOM, as positive perceptions of price can lead to increased customer loyalty. Moreover, improving e-service quality is essential, as it not only boosts e-WOM but also directly contributes to customer loyalty.