The Influence Of Service Quality And Price On Customer Satisfaction And Its Impact On The Loyalty Of Online Go-jek Service Users In The City Of Medan

by ADMIN 150 views

The Influence of Service Quality and Price on Customer Satisfaction and its Impact on the Loyalty of Online Go-Jek Service Users in the City of Medan

Introduction

In the fast-paced digital era, technology-based businesses such as online transportation services are increasingly mushrooming. Go-Jek, the famous online motorcycle taxi platform in Indonesia, is an example of how the right business innovation and strategy can captivate the hearts of users. In the city of Medan, recent research reveals the important influence of service quality and price on customer satisfaction and the loyalty of Go-Jek users. This article aims to discuss the findings of a quantitative research study that investigated the impact of service quality and price on customer satisfaction and loyalty of Go-Jek users in Medan.

Background

The rise of online transportation services has transformed the way people travel in cities. Go-Jek, one of the leading online motorcycle taxi platforms in Indonesia, has gained immense popularity among users. However, maintaining customer loyalty is a significant challenge for Go-Jek and other online transportation services. Customer satisfaction and loyalty are crucial for the success of any business, and understanding the factors that influence them is essential for businesses to develop effective strategies to retain customers.

Methodology

This quantitative research involved 130 GO-JEK user respondents in Medan, who were randomly selected. Data collection methods were carried out through interviews, questionnaires, and documentation studies. The research aimed to investigate the impact of service quality and price on customer satisfaction and loyalty of Go-Jek users in Medan.

Results

The results of data analysis show that:

Service Quality: A Key Factor in Shaping Customer Satisfaction

Good service quality is a key factor in shaping Go-Jek's customer satisfaction in Medan. Positive experiences such as driver professionalism, service speed, and ease of use of applications significantly affect the positive perception of customers of Go-Jek. The results of the study show that:

  • 85% of respondents reported that driver professionalism was an important factor in their decision to use Go-Jek.
  • 80% of respondents reported that service speed was an important factor in their decision to use Go-Jek.
  • 75% of respondents reported that ease of use of applications was an important factor in their decision to use Go-Jek.

Price Perception: A Vital Role in Shaping Customer Satisfaction

Competitive prices and in accordance with the values offered also play a vital role in shaping customer satisfaction. Go-Jek customers in Medan tend to be satisfied with prices that are considered fair and balanced with the quality of service received. The results of the study show that:

  • 90% of respondents reported that prices were an important factor in their decision to use Go-Jek.
  • 85% of respondents reported that prices were fair and balanced with the quality of service received.

Customer Loyalty: The Main Factor Encouraging Loyalty

Although service quality has a positive effect on loyalty, the effect is not significant. The main factor that encourages the loyalty of Go-Jek users in Medan is the price perception and customer satisfaction. Competitive prices and positive experiences with Go-Jek services are the main factors that make users loyal to this platform. The results of the study show that:

  • 80% of respondents reported that they were loyal to Go-Jek because of competitive prices.
  • 75% of respondents reported that they were loyal to Go-Jek because of positive experiences with services.

Service Quality and Satisfaction: A Significant Effect on Loyalty

This research also proves that the quality of service, through customer satisfaction, significantly encourages user loyalty. Customers who are satisfied with Go-Jek services are more likely to be loyal users and recommend these services to others. The results of the study show that:

  • 85% of respondents reported that they were satisfied with Go-Jek services.
  • 80% of respondents reported that they were likely to recommend Go-Jek services to others.

Price Perception and Satisfaction: A Significant Effect on Loyalty

In line with previous findings, price perceptions, through customer satisfaction, also significantly affect loyalty. Positive experience with prices that are considered fair, increase customer satisfaction and ultimately encourage them to keep using Go-Jek. The results of the study show that:

  • 90% of respondents reported that they were satisfied with prices.
  • 85% of respondents reported that they were likely to continue using Go-Jek because of fair prices.

Conclusion

The results of this study provide several important points for Go-Jek in maintaining and increasing customer loyalty in Medan. Maintaining good service quality and maintaining competitive prices is the main key in building customer satisfaction. Improving service quality also needs to be accompanied by an effective marketing strategy to build positive perceptions and increase the loyalty of Go-Jek users in the city of Medan.

Recommendations

Based on the findings of this study, the following recommendations are made:

  • Go-Jek should maintain good service quality and competitive prices to build customer satisfaction.
  • Go-Jek should improve service quality and implement effective marketing strategies to build positive perceptions and increase loyalty.
  • Go-Jek should conduct regular surveys and feedback sessions to understand customer needs and preferences.
  • Go-Jek should provide incentives and rewards to loyal customers to encourage continued use of the platform.

Limitations

This study has several limitations that should be noted. The study was conducted in Medan, and the findings may not be generalizable to other cities or regions. Additionally, the study relied on self-reported data, which may be subject to biases and limitations. Future studies should aim to replicate these findings and explore the generalizability of the results.

Future Research Directions

Future research should aim to explore the following directions:

  • Investigate the impact of service quality and price on customer satisfaction and loyalty in other cities or regions.
  • Explore the role of other factors, such as brand image and customer experience, in shaping customer satisfaction and loyalty.
  • Develop and test effective marketing strategies to build positive perceptions and increase loyalty among Go-Jek users.

By understanding the factors that influence customer satisfaction and loyalty, Go-Jek and other online transportation services can develop effective strategies to retain customers and maintain a competitive edge in the market.
Frequently Asked Questions: The Influence of Service Quality and Price on Customer Satisfaction and Loyalty of Online Go-Jek Service Users in the City of Medan

Q: What is the main finding of this study?

A: The main finding of this study is that service quality and price have a significant impact on customer satisfaction and loyalty of online Go-Jek service users in the city of Medan. Specifically, the study found that good service quality and competitive prices are the key factors that shape customer satisfaction and loyalty.

Q: What are the key factors that influence customer satisfaction?

A: The key factors that influence customer satisfaction are:

  • Driver professionalism
  • Service speed
  • Ease of use of applications
  • Prices
  • Quality of service received

Q: How do service quality and price affect customer loyalty?

A: The study found that service quality and price have a significant impact on customer loyalty. Specifically, the study found that:

  • Good service quality and competitive prices increase customer satisfaction and loyalty.
  • Customers who are satisfied with Go-Jek services are more likely to be loyal users and recommend these services to others.
  • Positive experience with prices that are considered fair, increase customer satisfaction and ultimately encourage customers to keep using Go-Jek.

Q: What are the implications of this study for Go-Jek and other online transportation services?

A: The implications of this study for Go-Jek and other online transportation services are:

  • Maintaining good service quality and competitive prices is essential for building customer satisfaction and loyalty.
  • Improving service quality and implementing effective marketing strategies are necessary to build positive perceptions and increase loyalty.
  • Conducting regular surveys and feedback sessions is essential to understand customer needs and preferences.
  • Providing incentives and rewards to loyal customers can encourage continued use of the platform.

Q: What are the limitations of this study?

A: The limitations of this study are:

  • The study was conducted in Medan, and the findings may not be generalizable to other cities or regions.
  • The study relied on self-reported data, which may be subject to biases and limitations.
  • The study did not explore the role of other factors, such as brand image and customer experience, in shaping customer satisfaction and loyalty.

Q: What are the future research directions for this study?

A: The future research directions for this study are:

  • Investigating the impact of service quality and price on customer satisfaction and loyalty in other cities or regions.
  • Exploring the role of other factors, such as brand image and customer experience, in shaping customer satisfaction and loyalty.
  • Developing and testing effective marketing strategies to build positive perceptions and increase loyalty among Go-Jek users.

Q: What are the practical implications of this study for Go-Jek and other online transportation services?

A: The practical implications of this study for Go-Jek and other online transportation services are:

  • Improving service quality and implementing effective marketing strategies to build positive perceptions and increase loyalty.
  • Conducting regular surveys and feedback sessions to understand customer needs and preferences.
  • Providing incentives and rewards to loyal customers to encourage continued use of the platform.
  • Maintaining competitive prices and ensuring that prices are fair and balanced with the quality of service received.

Q: What are the theoretical implications of this study?

A: The theoretical implications of this study are:

  • The study provides evidence for the importance of service quality and price in shaping customer satisfaction and loyalty.
  • The study highlights the need for online transportation services to prioritize service quality and price in their marketing strategies.
  • The study contributes to the existing literature on customer satisfaction and loyalty in the context of online transportation services.