The Mediating Role of Customer Satisfaction between Antecedent Factors and Brand Loyalty for the Shopee Application
Abstract
:1. Introduction
2. Literature and Hypotheses Development
2.1. ServQual Theory
2.2. Effect of Accuracy of Delivery Order (ACU) on Brand Loyalty (BRL)
2.3. Effect of Price of Delivery (PRD) on Brand Loyalty (BRL)
2.4. Effect of Information Quality (INQ) on Brand Loyalty (BRL)
2.5. Effect of Ease of Payment (EPA) on Brand Loyalty (BRL)
2.6. Effect of Payment Security (SPA) on Brand Loyalty (BRL)
2.7. Customer Satisfaction (CSAT)
2.8. Brand Loyalty (BRL) of Undergraduate Students to Shopee Application
3. Methodology Adopted
3.1. Sample Size Determination and Data Collection Procedure
3.2. Development of Measurement Scales
4. Results of Data Analysis
4.1. Respondents Profile
4.2. Assessment of Measurement Model
4.3. Validity and Reliability
4.4. Discriminant Validity
4.5. Structural Model of the Tested Hypotheses
4.6. Predictive Relevance Using PLS-Predict
4.7. Goodness of Fit (GoF) Computation
5. Discussion
6. Contributions and Implications of the Study
6.1. Theoretical Implications
6.2. Practical Implications
7. Conclusions
8. Limitations and Recommendations
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Acknowledgments
Conflicts of Interest
Appendix A. Questionnaire Items
- Instructions:
- Dear respondent, these questions are meant for those with shopping experience with the Shopee app. Thank you for volunteering to participate in answering this questionnaire. Your candid views are required regarding your experience in the use of Shopee Application. Please, bear in mind that you have the liberty to decide either to take part in this study or not since information provided for this study is mainly for academic purposes with no ethical issues. Thank you.
- Section I: This section contains questions in relation to respondent’s background characteristics. Feel free and kindly provide the appropriate information by ticking (√) the answer(s) that suits you.
- 1. Gender
Male | |
Female |
- 2. Age range
Less than 20 years | |
From 20–30 years | |
From 31–40 years | |
41 and above years |
- 3. Stage/Level of Study
1st year Undergraduate | |
2nd year Undergraduate | |
3rd year Undergraduate | |
4th year Undergraduate | |
Master/PhD |
- 4. Nationality of the Respondent
Malay | |
Chinese | |
Indian | |
Others |
- Section A: Questions on Customer satisfaction using Shopee delivery app. Kindly rate your views using the scale from 1 = (strongly disagree), 2 = (disagree), 3 = (Neutral), 4 = (Agree) and 5 = (strongly agree) for each of the items. Please tick (√) as it relates to you.
1. | I feel comfortable shopping using Shopee application. | 1 | 2 | 3 | 4 | 5 |
2. | I feel reassured shopping using Shopee application. | 1 | 2 | 3 | 4 | 5 |
3. | I am happy with the current experience of shopping with Shopee app. | 1 | 2 | 3 | 4 | 5 |
4. | I am satisfied with shopping via Shopee Application. | 1 | 2 | 3 | 4 | 5 |
5. | I am satisfied to purchase using Shopee application the most, compared with store shopping | 1 | 2 | 3 | 4 | 5 |
- Section B: Questions on loyalty toward Shopee online application over the last year. Kindly state your view using the given scale where 1 = (strongly disagree), 2 = (disagree), 3 = (Somewhat disagree), 4 = (Neither agree nor disagree); 5 = (Somewhat agree); 6 = Agree, and 7 = (Strongly agree). Please tick (√) as deemed applicable to you.
1. | I would recommend Shopee Applications to others who ask me for advice. | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
2. | I will continue to use Shopee Applications service. | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
3. | I only pay attention to Shopee Applications. | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
4. | I feel loyal to Shopee Applications. | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
5. | I believe that Shopee Applications is the best app brand in the online purchase and selling. | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
- Section C–G: Involved questions seeking respondents views regarding the sataed variablesp. Kindly express yourself by using the scale which ranged from 1 = (strongly disagree), 2 = (disagree), 3 = (Neutral), 4 = (Agree) and 5 = (strongly agree). Please tick (√) as it relates to you.
Accuracy of Delivery | 1 | 2 | 3 | 4 | 5 | |
1. | Purchased products via Shopee Applications are delivered during the stipulated delivery time. | |||||
2. | The speed of delivery that has be made by Shopee Express influencing of my level of satisfaction and brand loyalty to Shopee Applications. | |||||
3. | Shopee Express delivers goods or in-package services to customers according to the time promised in the Shopee Application. | |||||
4. | Shopee Express delivery services help me accomplish things more quickly purchasing process in Shopee Applications. | |||||
5. | Shopee Express follows the Shopee Application display and delivers securely. | |||||
Prices of Delivery | 1 | 2 | 3 | 4 | 5 | |
1. | The price charged affecting brand loyalty in my level of satisfaction toward Shopee Applications. | |||||
2. | The delivery prices made by Shopee Express in Shopee Applications is low compared to other online application. | |||||
3. | The preferences of price offered by sellers in Shopee Application. | |||||
4. | The delivery price set of Shopee Applications is reasonable with the weight of item or parcel. | |||||
5. | I think the satisfaction with the delivery price of using the Shopee application affects my loyalty to it. | |||||
Information Quality | 1 | 2 | 3 | 4 | 5 | |
1. | The information on the Shopee Applications is straightforward. | |||||
2. | The information on the Shopee Applications is recent. | |||||
3. | For buying decisions, Shopee Applications information is complete. | |||||
4. | Shipping information of Shopee Express in Shopee Applications is appropriate and accurate. | |||||
5. | Information provided about service in Shopee Applications is appropriate and correct. | |||||
Ease of Payment | 1 | 2 | 3 | 4 | 5 | |
1. | Payment method of Shopee Applications is regarded as very compact, easy to use and understand, and also offering numbers of payment alternative. | |||||
2. | Shopee Applications offers many methods of payment such as bank transfers, Shopee Pay, COD and third-party. | |||||
3. | I will continue to use ShopeePay in Shopee Application even though the transaction fees of other e-money providers are lower. | |||||
4. | I can complete a transaction quickly in Shopee Applications. | |||||
5. | I find Shopee Applications payment is easy to navigate. | |||||
Security of Payment | 1 | 2 | 3 | 4 | 5 | |
1. | Symbols and messages that signal the site is safe appear on the Shopee Application payment. | |||||
2. | The Shopee Application informs me of the security of personal information when making the payment. | |||||
3. | The Shopee Application guarantees that sensitive information is not shared with others. | |||||
4. | I feel comfortable to provide credit card details on this Shopee Applications payment. | |||||
5. | There are ample security features on the Shopee Applications payment. |
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Variable Name | Items per Variable Used | Cronbach Alpha Value (α) per Variable |
---|---|---|
Accuracy of Delivery (ACU) | 5 | 0.829 |
Brand Loyalty (BRL) | 5 | 0.908 |
Customer Satisfaction (CSAT) | 5 | 0.844 |
Ease of payment (EPA) | 5 | 0.727 |
Information Quality (INQ) | 5 | 0.814 |
Price of Delivery (PRD) | 5 | 0.794 |
Security of Payment (SPA) | 5 | 0.834 |
Item | Occurrence | Percent | Item | Occurrence | Percent |
---|---|---|---|---|---|
Gender Female Male | 176 122 | 59.1 40.9 | Age Range Less than 20 20–30 31–40 41 and above | 18 135 105 40 | 6.0 45.3 35.2 13.4 |
Stage of Study 1st year Undergraduate 2nd year Undergraduate 3rd year Undergraduate 4th year Undergraduate Master/PhD | 62 100 87 41 8 | 20.8 33.6 29.2 13.8 02.7 | Race Malay Chinese Indian Others | 132 107 45 14 | 44.3 35.9 15.1 4.7 |
ACU | BRL | CSAT | EPA | PRD | INQ | SPA |
---|---|---|---|---|---|---|
3.405 | 2.145 | 3.581 | 1.295 | 1.988 | 1.629 | 1.998 |
Construct | Items Used (IU) | Loadings (LDS) | Composite Reliability (CR) | Average Variance Extracted (AVE) |
---|---|---|---|---|
Accuracy of Delivery (ACU) | ACU1 ACU2 ACU3 ACU4 ACU5 | 0.842 0.807 0.852 0.853 0.833 | 0.894 | 0.701 |
Brand Loyalty (BRL) | BRL1 BRL2 BRL3 BRL4 BRL5 | 0.848 0.859 0.843 0.883 0.778 | 0.898 | 0.711 |
Customer Satisfaction (CSAT) | CSAT1 CSAT2 CSAT3 CSAT4 CSAT5 | 0.842 0.861 0.839 0.835 0.782 | 0.889 | 0.692 |
Ease of payment (EPA) | EPA1 EPA2 EPA3 EPA4 EPA5 | 0.855 0.831 0.853 0.860 0.833 | 0.902 | 0.717 |
Price of Delivery (PRD) | PRD1 PRD2 PRD3 PRD4 | 0.801 0.833 0.847 0.835 | 0.851 | 0.687 |
Information Quality (INQ) | INQ1 INQ2 INQ3 INQ4 INQ5 | 0.846 0.865 0.843 0.816 0.875 | 0.904 | 0.721 |
Security of Payment (SPA) | SPA1 SPA2 SPA3 SPA4 SPA5 | 0.846 0.878 0.864 0.850 0.877 | 0.916 | 0.745 |
Used Variables | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
---|---|---|---|---|---|---|---|
1. Accuracy of delivery (ACU) | |||||||
2. Brand Loyalty (BRL) | 0.853 | ||||||
3. Customer satisfaction (CSAT) | 0.827 | 0.848 | |||||
4. Ease of payment (EPA) | 0.790 | 0.755 | 0.792 | ||||
5. Price of delivery (PRD) | 0.711 | 0.750 | 0.754 | 0.790 | |||
6. Information quality (INQ) | 0.702 | 0.721 | 0.732 | 0.748 | 0.832 | ||
7. Security of payment (SPA) | 0.771 | 0.691 | 0.756 | 0.621 | 0.759 | 0.837 |
Construct | Q2_Predict | RMSE | ||
---|---|---|---|---|
BRL | 0.544 | 0.683 | ||
CSAT | 0.746 | 0.511 | ||
ITEM | RMSE | RSME | PLS-LM | Q2_predict |
BRL1 | 1.245 | 1.283 | −0.038 | 0.387 |
BRL2 | 1.163 | 1.214 | −0.051 | 0.372 |
BRL3 | 1.251 | 1.279 | −0.028 | 0.336 |
BRL4 | 1.225 | 1.285 | −0.060 | 0.399 |
BRL5 | 1.234 | 1.245 | −0.011 | 0.414 |
CSAT1 | 0.704 | 0.736 | −0.032 | 0.491 |
CSAT2 | 0.642 | 0.688 | −0.046 | 0.542 |
CSAT3 | 0.749 | 0.792 | −0.043 | 0.467 |
CSAT4 | 0.681 | 0.709 | −0.028 | 0.534 |
CSAT5 | 0.676 | 0.682 | −0.006 | 0.518 |
Variables Used | Each AVE Value | R-Square (R2) |
---|---|---|
1. Accuracy of delivery (ACU) | 0.701 | |
2. Brand Loyalty (BRL) | 0.711 | 0.622 |
3. Customer satisfaction (CSAT) | 0.692 | 0.755 |
4. Ease of payment (EPA) | 0.717 | |
5. Price of delivery (PRD) | 0.687 | |
6. Information quality (INQ) | 0.721 | |
7. Security of payment (SPA) | 0.745 | |
AVE Average Scores | 0.711 | |
AVE × R2 (BRL) | 0.442 | |
AVE × R2 (CSAT) | 0.537 | |
GoF Calculation = √(AVE × R2) BRL | 0.665 | |
GoF Calculation = √(AVE × R2) CSAT | 0.733 |
Hypotheses | Std Beta (β) | Std Dvn | t-Value | p-Value | Bcill | Bcull | F2 | VIF | Decision |
---|---|---|---|---|---|---|---|---|---|
Tested | |||||||||
1a1. ACU-BRL | 0.196 | 0.105 | 1.869 | 0.031 | 0.023 | 0.367 | 0.022 | 4.043 | Yes, Ok |
1a2. ACU-CSAT | 0.356 | 0.098 | 3.628 | p < 0.001 | 0.198 | 0.52 | 0.13 | 4.043 | Yes, Ok |
2a1. PRD-BRL | 0.13 | 0.089 | 1.452 | 0.073 | −0.021 | 0.271 | 0.010 | 3.729 | No |
2a2. PRD-CSAT | 0.34 | 0.077 | 4.389 | p < 0.001 | 0.214 | 0.465 | 0.131 | 3.729 | Yes, Ok |
3a1. INQ-BRL | 0.226 | 0.091 | 2.485 | 0.006 | 0.073 | 0.368 | 0.030 | 3.962 | Yes, Ok |
3a2. INQ-CSAT | 0.146 | 0.088 | 1.66 | 0.048 | 0.002 | 0.285 | 0.022 | 3.962 | Yes, Ok |
4a1. EPA-BRL | 0.214 | 0.079 | 2.706 | 0.003 | 0.1 | 0.362 | 0.031 | 3.445 | Yes, Ok |
4a2. EPA-CSAT | 0.054 | 0.076 | 0.712 | 0.238 | −0.063 | 0.186 | 0.003 | 3.445 | No |
5a1. SPA-BRL | 0.073 | 0.075 | 0.966 | 0.167 | −0.06 | 0.19 | 0.004 | 2.844 | No |
5a2. SPA-CSAT | 0.058 | 0.058 | 1.004 | 0.158 | −0.041 | 0.147 | 0.005 | 2.844 | No |
6. CSAT-BRL | 0.512 | 0.081 | 6.285 | p < 0.001 | 0.369 | 0.639 | Yes, Ok |
Hypo | Relationships | Stdt β | Std Dvn | t-Values | p-Values |
---|---|---|---|---|---|
H1b | ACU-CSAT-BRL | 0.182 | 0.062 | 2.941 | 0.002 |
H2b | PRD-CSAT-BRL | 0.174 | 0.043 | 4.021 | p < 0.001 |
H3b | INQ-CSAT-BRL | 0.212 | 0.07 | 3.048 | 0.002 |
H4b | EPA-CSAT-BRL | 0.028 | 0.04 | 0.695 | 0.243 |
H5b | SPA-CSAT-BRL | 0.030 | 0.03 | 0.983 | 0.163 |
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Zaato, S.G.; Zainol, N.R.; Khan, S.; Rehman, A.U.; Faridi, M.R.; Khan, A.A. The Mediating Role of Customer Satisfaction between Antecedent Factors and Brand Loyalty for the Shopee Application. Behav. Sci. 2023, 13, 563. https://doi.org/10.3390/bs13070563
Zaato SG, Zainol NR, Khan S, Rehman AU, Faridi MR, Khan AA. The Mediating Role of Customer Satisfaction between Antecedent Factors and Brand Loyalty for the Shopee Application. Behavioral Sciences. 2023; 13(7):563. https://doi.org/10.3390/bs13070563
Chicago/Turabian StyleZaato, Solomon Gbene, Noor Raihani Zainol, Sania Khan, Ateekh Ur Rehman, Mohammad Rishad Faridi, and Ali Ahmed Khan. 2023. "The Mediating Role of Customer Satisfaction between Antecedent Factors and Brand Loyalty for the Shopee Application" Behavioral Sciences 13, no. 7: 563. https://doi.org/10.3390/bs13070563
APA StyleZaato, S. G., Zainol, N. R., Khan, S., Rehman, A. U., Faridi, M. R., & Khan, A. A. (2023). The Mediating Role of Customer Satisfaction between Antecedent Factors and Brand Loyalty for the Shopee Application. Behavioral Sciences, 13(7), 563. https://doi.org/10.3390/bs13070563