THE DETERMINANTS E-LOYALTY OF GARUDA INDONESIA’S PASSENGERS: AN ANALYSIS OF E-CUSTOMER RELATIONSHIP MANAGEMENT MEDIATING BY E-SATISFACTION

Abstract

Purpose The purpose of this research paper is to find out the influence of e-Customer Relationship Management within the transaction cycle phase (Pre-Purchase, At-Purchase, and Post-Purchase) toward e-Satisfaction and its implication to the e-Loyalty. Design/Methodology/Approach A questionnaire of 33 statements was distributed to 305 Garuda Indonesia’s passengers, especially who have ever booked e-ticket from the Garuda Indonesia’s website. The questionnaire was validated through construct validity and reliability with the result all questions were converged to its factor respectively and no discriminant problem. The validity is at the range of .756 to .938 and reliability at the range of 0.913 to 0.929. Demographic variable asked were gender, age, occupation, domicile, education, occupation, and monthly income. To test the theoretical framework and hypotheses, Structural Equation Modeling was used. Findings It is found that e-CRM features within transaction cycle phase (Pre-purchase, At-purchase, and Post-purchase) positively and significantly influence e-Satisfaction. The output also presented that e-Satisfaction has a positive and significant influence on e-Loyalty. Originality/Value This research is filling the gap e-CRM features within transaction cycle, e-Satisfaction, and e-Loyalty research. The researcher wants to find out the influence of e-CRM features within transaction cycle phases towards e-Loyalty by using e-Satisfaction as mediating variable. Additionally, this research is different since it specifically researches about e-CRM features within transaction cycle that provided by Service Company rather than e-CRM features within transaction cycle that provided by Retailer Company, which is usually used by other researchers.