The Influence of The Service Quality Dimension on Attitudinal Loyalty and Behavioral Loyalty Moderated by The Level of Internet Usage and Switching Costs

Study Case on Indihome in Indonesia

Abstract

The increase in Indihome subscribers increased but the Fixed Broadband Market Share for Indihome products decreased. It is suspected that there is a decrease in Indihome customer loyalty, supported by data on bad customer loyalty behavior and also the attitude of customer loyalty is not good. Investigation is necessary to find the causes of decreased loyalty, so this research uses the Service Quality internet service provider model for quantitative analysis involving independent variables namely Network Quality, Customer Service, Information Quality and Security, and the dependent variables namely Attitudinal Loyalty and Behavioral Loyalty, and moderator variables namely Internet Usage Lavel and Switching cost. The causal relationship between the eight variables forms a structural equation model (SEM). Data were obtained from 408 Indihome internet customers, and the data were analyzed using WarpPLS 8.0 software.

The results of this research indicate that the provider must pay attention to information to customers to continue to provide complete, up-to-date, useful and accurate information to make customers loyal. They also need to pay attention to the value of increasing customer loyalty, which in the future customers will continue to subscribe. And they need to improve Customer Service services for Internet users with high intensity. The provider need to increase Security which has a high level of Switching Cost because it can weaken Attitudinal loyalty.