International Journal of Trade, Economics and Finance, Vol. 4, No.

3, June 2013

Factors Influencing Customer Loyalty Toward Online

Shopping
Sri Astuti Pratminingsih, Christina Lipuringtyas, and Tetty Rimenta


[5]. Despites its advantages of using online shopping,
Abstract—The significant growth of online shopping makes consumers still reluctant to purchase from websites because
the competition in this industry become more intense. of various factors such as the legitimacy of the a websites,
Maintaining customer loyalty has been recognized as one of product quality, security and information privacy and also
the essential factor for business survival and growth. The
post purchase service and trust [4] - [6]. Trust is seen to be
purpose of this study is to examine empirically the influence of
satisfaction, trust and commitment on customer loyalty in one of the critical factors in online shopping because lack
online shopping. This paper describes a theoretical model for of direct contact and consumers have to hand in personal
investigating the influence of satisfaction, trust and information to complete the transaction, therefore
commitment on customer loyalty toward online shopping. purchasing online is considered risky [7], [8]. Lack of trust
Based on the theoretical model, hypotheses were formulated. may cause consumers to avoid the e- vendors[9].
The primary data were collected from the respondents which
Various researchers have examined many different
consists of 300 students. Multiple regression and qualitative
analysis were used to test the study hypotheses. The empirical factors involving the construct of loyalty such as
study results revealed that satisfaction, trust and commitment satisfaction, trust and commitment [10]-[14] in e
have significant impact on student loyalty toward online commerce. Nevertheless, empirical research on e
shopping. commerce customer satisfaction, trust and commitment in
Indonesia is still limited. The objectives of this study is to
Index Terms—Online shopping, satisfaction, trust, examine the key antecedents that influence online shopping
commitment, loyalty.
satisfaction, trust, commitment and loyalty in Indonesia.
This paper is organized as follows. First the study offers a
discussion of the nature of loyalty, satisfaction, trust and
I. INTRODUCTION commitment. Second, the paper developed several
hypotheses about the influence of satisfaction on trust and
Internet is a relatively new communication media in
commitment in turn influence loyalty. This is followed by
Indonesia, an archipelago that spans over more than 17,001
methodology used in this paper to examine the model.
islands. Based on Communication Ministry data, in 2011,
Finally, the study discussed the results and provides
there are 55 million internet users in Indonesia, which 80
potential implications for further research.
percent users on the age of 15 to 30 years old [1]. Many
business have developed their marketing strategies by
combining the offline (conventional stores) to online store
II. LITERATURE REVIEW
in order to take this opportunity.The value of online
shopping transaction in Indonesia in 2012 reached around
A. Customer Loyalty
USD 266 million or IDR 2.5 trillion. The number is
predicted to go up 79.7% to USD 478 million (around IDR Customer loyalty plays a critical role in an
4.5 trillion) in 2013. In 2014, the value of Indonesian organization’s success and customer loyalty becomes more
online transaction is predicted to reach USD736 million important especially when customer acquisition alone does
(around IDR7.2 trillion). Indonesian people’s tendency to not equate to long term success [15]. Customer loyalty is
shop online will increase 14% in the next 6 months [2] and the main objective for strategic marketing planning since it
68% of Indonesia’s online population had shopped online brings about many favorable outcomes to companies. First,
at least once [3]. it is much less expensive to retain current customer than it
There are various benefits of online shopping which is to seek new ones [16]. Further, loyal customers are
encourage people to participate in online transaction. Those more likely to discuss past service experiences positively
benefits are: the global reach of the internet, whereby than non-loyal customers, creating a potential for
consumers can buy goods and services with a wide range of word-of-mouth advertising at no extra cost to the service
categories anywhere, any time and at any location. Besides, provider [17]. Third, it secures the relationship between
online sellers deliver the goods to the buyer’s home, and customer and service provider. Finally, loyal customers
customers can order as many items as they can afford [4], are more easily accessible than first-timers since
organizations usually retain records, making targeted
indirect marketing more feasible. This knowledge permits

Manuscript received April 25, 2013; revised June 20, 2013. suppliers to precisely target the repeat segment and solicit
Sri Astuti Pratminingsih is with The Widyatama University, Bandung, direct responses to promotions [18].
Indonesia. (e-mail : [email protected])
Christina Lipuringtyas and Tetty Rimenta Lipuringtyas are with State
Customer loyalty occurs when a custommer buy a
Poly technique of Jakarta, Kampus UI Depok, Indonesia (e-mail : product or service repeatedly, and he/she holds appropriate
[email protected], [email protected])

DOI: 10.7763/IJTEF.2013.V4.268 104

 International Journal of Trade, Economics and Finance, Vol. 4, No. 3, June 2013

and positive attitude towards goods and services of the customer loyalty [16]. This relationship would seem to be
companies[19]. Oliver [20] has proposed four ascending applicable to Internet e-commerce [29].Satisfied customers
brand-loyalty stages according to the cognition–affect– tend to have higher usage of services, and posess stronger
conation pattern. The first stage is cognitive loyalty. repurchase intention [16]. Customers’ satisfaction with a
Customers are loyal to a brand based on their information certain e-service provider are expected to increase their
on that brand. The next phase is affective loyalty, which willingness to make more online purchasing from that
refers to customer liking or positive attitudes toward a service provider [30] . Rust and Zahorik [31] stated that
brand. The third step is conative loyalty or behavioral greater customer satisfaction leads to greater intent to
intention. This is a deeply held commitment to buy a “good repurchase. According to Anderson and Sullivian [21], a
intention.” This desire may result in unrealized action. The high level of customer satisfaction will decrease the
last stage is action loyalty, where customers convert perceived need to switch service provider, thereby
intentions into actions. Customers at this stage experience increasing customer repurchase and ultimately enhancing
action inertia, coupled with a desire to overcome obstacles profitability of the organization [32].
to make a purchase. Although action loyalty is ideal, it is Henig and Klee [33] further argued that satisfaction will
difficult to observe an is often equally difficult to measure. positively influence commitment. A high level of
As a compromise, most researchers tend to employ the satisfaction provides the customer with repeated positive
conative or behavioral-intention measure. reinforcement that will create commitment and loyalty.
In online shopping, e- loyalty is defined as a customer’s
C. Trust
favorable attitude and commitment towards the online
retailer that result in repeat purchase behavior [21]. E- Trust is a critical success factor in successful service
loyalty expresses customer favorable attitude toward an e- relationships because before conduct business with the
commerce website that predisposes the customer to repeat company consumers need to trust the company [34]. The
buying behavior [22]. Loyal customer always have marketing literature supports a positive relationship
intention to buy from website and not switch to another between trust and satisfaction [35] since the presence of
web site [23]. Tam [24] also stated that loyal customers trust raises levels of performance and causes greater
always spread favorable messages about their service satisfaction [36]-[37].
provider and recommend new customers to the company. Especially online, it was pointed out that the lack of
The core of loyalty is the customer’s ability to turn out online consumer trust was the main barrier of consumer
competitors efforts to persuade consumer into switching participation in e-commerce [38] and has been found to be
product or services and recommend e- service provider to one of the major obstacles to the popularity of internet
others. transaction [39].
Loyalty can be examined through behavioral and E-trust is the degree of confidence customers have in
attitudinal loyalty. Behavioral loyalty is customer online exchanges, or in the online exchange channel [40]-
willingness to continue a relationship and repurchase the [9] . Online trust includes consumer perception of how the
product. Attitudinal loyalty is the level of the customer’s website would deliver on expectation, how believable the
attitudinal advocacy and psychological attachments to the website’s information is, and the level of confidence in site
service provider [25] - [26]. Another way to measure channel [41].Trust appears to be especially important for
loyalty is using composite approach. This approach argued creating loyalty in online service as it is perceived as high
that customer loyalty is regarded as an integration of level risk transaction since customers lack direct
behavioral measures (in the sense of exclusive purchase, contact with the company and have to hand over
hard-core loyalty, repeat purchase probability, share sensitive personal information, such as credit card numbers,
of category requirements, etc.) and attitude (with in order to complete the transaction [21]- [42].
reference to brand preference, liking, commitment, Kim et al. [43] identified ability, benevolence and
intention-to-buy. [27]. integrity as three principal components of trust. It is
suggested that trust will contribute to both commitment and
B. Customer Satisfaction loyalty. There are also some evidences supporting a
The key for retaining the customer is customer positive relationship between e-tailer trust and e- loyalty,
satisfaction. Customer satisfaction can be defined as a in term of increased spending [44], and intentions to
consumer’s feeling of pleasure or disappoinment resulting purchase [45] or repurchase. E- trust also have positive and
from comparing a product’s perceived performance (or significant influence on e-commitment [46].
outcome) in relation to his/her expectation [16].
D. Commitment
Anderson and Srinivasan [21], defined satisfaction as
the contentment of the customer with the respect to his/her Commitment express the desire for continuity manifest
prior purchasing experience with a given service firm. by the willingness to invest resources in a relationship [45].
Satisfaction in online marketing is customer judgment of Morgan and Hunt [47] defined relationship commitment
their internet experience as compared to their experience as the belief between transaction partners that
with traditional offline service provider or retail stores [28]. maintaining their continuous relationship is important and
As customer satisfaction reflects the degree of a customer’s are willing to exert their best effort to maintain it.
positive feeling about a service provider, it is important Relationships are built on the foundation of mutual
for service providers to understand customers’ perception commitment and to benefit both parties in the long run.
of their services. Several researchers [14], [11], [48] stated that commitment,
Customer satisfaction is an important antecedents for the most important attitudinal measure, is a significant

105
 International Journal of Trade, Economics and Finance, Vol. 4, No. 3, June 2013

indicator of loyalty, as it represents an emotional or disagree) to 5 (strongly agree). Items were randomly
psychological attachment to a brand within a product class. ordered. Satisfaction measured using the instrument
In addition, a degree of dispositional commitment in terms developed by Fullerton [51] consists of 4 items. Trust was
of some unique values associated with the brand is part of measured using instrument developed by Gefen et.al, [9].
attitudinal brand loyalty [25]. Commitment measured using the scales developed by [50].
The customer and service provider commitment are Scales taken from Zeithaml et.al [52] measured advocacy
crucial in business relationship, without which the loyalty and repurchase loyalty, which consist of 6 items.
relationship will not sustain, and finally relationship should
D. Data Collection
contribute to the satisfaction of involved parties[11]. Wu
et al [49] stated that commitment as a customer’s long- The data used in this research has been collected from a
term ongoing orientation toward a relationship grounded on private university in Bandung, Indonesia. Questionnaire
both emotional bond to the relationship (affective aspect) was distributed to 300 students who have access to internet
and on the conviction that remaining in the relationship and have the experience of purchasing online stores. All
will yield net benefits than terminating it (cognitive respondents were voluntarily recruited.
aspect). Commitment are regarded as antecedents of repeat The respondents are asked to evaluate the designed items
purchase behavior [50]. E-commitment shown to have within the questionnaire. There are 300 respondents filling
significant impact on e-loyalty [51]. out the questionnaire. Among the 300 questionnaires
retrieved, 35 questionnaires are invalid, 265 were usable
(88% response rate).
III. HYPOTHESIS
Based on the literature review, the hypothesis of tis study V. FINDING AND DISCUSSION
are:
H1: E - satisfaction directly influences trust of online A. Respondent Profile
shopping 1) Gender
H2: E-satisfaction directly influences e- loyalty Based on 265 sample student of a private university, the
H3: E-satisfaction directly influences e-commiment percentage of male and female respondents are 59 percent
H4: E-trust directly influences e- loyalty and 41 percent respectively, which shows that the male
H5: E- trust directly influences commitment dominancy of online customers.
H6: E-commitment directly influences e- loyalty
TABLE I : GENDER

Gender Frequency %
IV. RESEARCH METHOD
Male 59
A. Research Objective Female 41
Total 265 100
The objective of this study is to examine the influence of
customer satisfaction, trust as primary factor for customer 2) Age
commitment and loyalty. Based on the age of respondents, 61 percent are at the
range of 17 to 20 years old, 31 percent are at the range of
B. Sample 21 to 24 years old, and 8 percent are more than 24 years
In Indonesia, 73% of the internet users are of age old.
between 15-34 years old [3]. Therefore the target
respondents for this research would be university students. TABLE II : AGE
Most of college students access the internet daily. The Age Frequency %
samples were selected from university students in Bandung,
17 -20 61
Indonesia, consists of 300 students. The selection of the 21- 24 31
respondents were using convenience sampling. >24 8
Total 100
C. Instrument
Scale items for assessing key constructs, such as
customer satisfaction, trust, commitment and loyalty, were 3) On-line shopping experience
adapted from prior studies’ validated measures. The The study revealed that most of respondent have one to
respondents were requested to indicate the extent to which three years experience in on-line shopping. This condition
they agree or disagree, based on their experiences, by is understandable because e commerce in Indonesia is a
checking the appropriate response to the questionnaire new marketing media compared to conventional marketing.
items regarding the key constructs of the study. The
TABLE III: ON-LINE SHOPPING EXPERIENCE
questionnaire is divided into 2 sections: The first section of
the questionnaire is demographic information which Length Frequency %
includes such questions as: gender, age, education, etc. < 1 year 44
The second section contained 19 items aimed at measuring 1-2 38
constructs for satisfaction, trust, commitment, and loyalty, 3-4 13
>4 5
as recommended in the literature. Each construct were Total 100
rated on a 5-point Likert scale, ranging from 1 (strongly

106
 International Journal of Trade, Economics and Finance, Vol. 4, No. 3, June 2013

In the whole sample ,61 percent are at the range of 17 to trust, commitment and customer loyalty.
20 years old, 31 percent are at the range of 21 to 24 years
1) The correlation of satisfaction and trust
old, and 8 percent are more than 24 years old . In term of
their experience in online shopping, 13% are having 2 to 3 Fig. 1 illustrates the study results. The study results
years experience of online shopping, 38 percent have 1 to 2 shows that satisfaction has positive and strong relationship
years experience of online shopping and 44 percent have with trust (β = 0.667, p <0.05) which appears to correspond
less than one year experience of online shopping. In term of to Syah alam [4] and Lee et al.’s [43] suggestion that
their frequency online purchase, 6 percent have 6 to 10 customers satisfaction with the website strongly influence
transactions in the last six month, 19 percent have 4 to 5 their trust in the online services. Positive experiences with
transactions in the last six month, 42 percent have 2 to 3 the current online services have been satisfactory and
transactions in the last six month , 31 percent only have one customer feel they have made a correct decision when
transactions and 2 percent has more than 10 transactions in choosing their service provider. This has led the customer
the last six months. to continuously choose the same website for successive
visits. R2 for the model is 0.474, 47.4% of variation in
4) Validity and Reliability
customer satisfaction explained customer trust.
a) Validity of the scale
In this study, the validity of the construct was measured Satisfaction Loyalty
0.488
by checking the square root of the average variance for
each construct. Table I, showed that the value of all
0.302
constructs are above 0.3, those value indicated that the 0.667
0.165
constructs are valid as suggested by Sugiono [51].
0.187

TABLE IV : VALIDITY OF CONSTUCTS

Trust 0.365 Commitment
Satisfac Commit Loyal
tion Trust ment ty Total
Satisfaction Pearson Correlation 1 .661** .541** .697** .854** Fig. 1. The correlation of customer satisfaction, trust, commitment and
Sig. (2-tailed) .000 .000 .000 .000 customer loyalty
N 264 264 264 264 264
Trust Pearson Correlation .661** 1 .566** .605** .805**
Sig. (2-tailed) .000 .000 .000 .000
N 264 264 264 264 264 2) The correlation of trust and loyalty
Commitment Pearson Correlation .541** .566** 1 .537** .784**
Sig. (2-tailed) .000 .000 .000 .000 The study also reveals that trust influence loyalty
N 264
**
264 264 264 264 significantly ( β = 0.187, ρ < 0.05). Therefore, the result
Loyalty Pearson Correlation .697 .605** .537** 1 .890**
Sig. (2-tailed) .000 .000 .000 .000 supports the hyphothese. This finding also supported by
N 264
**
264 264 264 264 previous researh Gomez, [55] who found that customer
total Pearson Correlation .854 .805** .784** .890** 1
Sig. (2-tailed) .000 .000 .000 .000 trust will effect customer loyalty to a service provider or
N 264 264 264 264 264 stores. Valenzuela [56] also argued that satisfied and
**. Correlation is significant at the 0.01 level (2-tailed).
trusting customers will become committed to the company
and committed customers will become loyal customers. that
trust contribute to building customer satisfaction.
b) Reliability 3) The correlation of trust and commitment
Cronbach coefficient alpha is the most common accepted The influence of trust on commitment receives support
formula for assessing the reliability of measurement scale (β = 0.365, p <0.05). That is, customer’s trust in the online
with multi point item [54]. The realibility of the construct is service flourishes and is favorable due to the fact that the
considered acceptable, as Cronbach’s alpha and composite online service provider is perceived as committed, sincere,
reliability coeficients offer values which, in all cases are honest and transparent when offering its services customers
appreciably higher than the recommended value of 0.7 [54]. believe it would not intentionally attempt anything that
The reliability of each construct is: Loyalty 0,835; would jeopardize the customers. The results also reveal that
Satisfaction 0,748; Trust 0,700 and commitment 0,825. R2=0.133, 13.3% of variation in customer trust explained
Therefore, all constructs are valid. customer commitment. This indicated that as trust
increases, commitment tends to get stronger. This finding
TABLE V : RELIABILITY OF CONSTRUCT supports the survey of Garbarino and Johnson [11] that
commitment is achieved through trust establishment.
Description Cronbach Alpha Value
4) The Correlation of satisfaction and commitment
Loyalty 0.835
Satisfaction 0.743 The relationship between customer satisfaction and
Trust 0.700
Commitment 0.825 commitment is supported (β = 0.302, p <0.05) which
appears to correspond to Mahajar and Yunus [57]
B. The Correlation of Customer Satisfaction, Trust, suggestion that customers satisfaction with the website
Commitment and Customer Loyalty positively influence their commitment in services provider.
A multiple regression analysis was performed to If customer satisfied and customer feel they have made a
examine the relationship among customer satisfaction, correct decision when choosing their service provider, they

107
 International Journal of Trade, Economics and Finance, Vol. 4, No. 3, June 2013

will committed to the service provider. R2 for the model is commitment relationship is not so strong, but still,
0.091% of variation in customer satisfaction explained increase in satisfaction level enhances the commitment and
customer commitment. trust of customers. Commitment to a preferred online
service develops loyalty for that service provider. Lee
5) The relationship of commitment and loyalty
et al. [43] , provided the evidence that increased
The regression result shows that customer commitment commitment level enhances customer loyalty.The results
directly and positively affects on line loyalty (β = 0.165, p show that trust and customer loyalty are conceptually
<0.05). Therefore, result infers that R2=0.289, 28.9% of connected and have positive significant relationship.
the variation in customer commitment explained customer Based on the findings, satisfaction, trust and
loyalty. Loyalty develops as customer visit the website commitment are very important variables for online
more often than other website and become committed to shopping. On line shopping managers should take into
the website. Even if they are presented with new account that both customer satisfaction and trust are
alternatives, they intend to maintain their relationship with required because both will influence commitment and
this particular website. If somebody criticizes the current loyalty. Previous research [13], [19], [23] has pointed out
website, they would rather emphasize the website that ease of use, information content, innovation, security
positive feature. The result is consistent with the empirical protection, customer service, transaction and delivery
research findings by Kim[45]. process are factors that will influence on-line satisfaction.
Thus, creating and maintaining satisfaction through its
6) The relationship of satisfaction and loyalty
antecedents is an appropriate and necessary strategy for
The study exhibited that influential levels of customer establishing customer satisfaction.
satisfaction factor on customer loyalty was statistically Studies on customer on-line experience [13], [14] have
significant (β = 0.667, ρ < 0.05) and 48.8 percent of overall shown that good experience on on-line shopping has
customer loyalty was explained by the factor of customer positive and significant influence on trust and loyalty.
satisfaction. This finding is in agreement with the findings Therefore, Managers of on-line stores also have to pay
of previous researches which proved that the higher level of attention to customer on-line experience, from first
customer satisfaction will lead to greater customer loyalty encounter, purchase, delivery through after sales service
[15], [16]. because online experience may influence consumers
TABLE VI : HYPOTHESES OF THE STUDY satisfaction with the e service which in turn will also
No Hypotheses Beta Sig Results influence customer trust, commitment and loyalty.
1 H1: Satisfaction influence .667 .000 Strongly
trust significantly. supported
VI. CONCLUSION
2 H2: Satisfaction influence .302 .000 Supported
commitment significantly. According to the results of the study, all six hypotheses
3 H3: Trust influence .365 .000 Supported are supported. Satisfaction has positive relationship with
trust,commitment, and loyalty. Trust also has positive
commitment significantly.
relationship with commitment and loyalty, and
4 H4: Satisfaction influence .488 .000 Supported
commitment has impact on loyalty.
loyalty significantly. The results of the study indicated that customer
5 H5: Trust influence loyalty .187 .002 Supported satisfaction showed great impact on customer loyalty. The
significantly. existence of e-loyalty emerged from experience. The
6 H6: Commitment influence .165 .002 Supported experience that was gained during the first transaction
loyalty significantly. increases the possibility of purchasing in the same online
store again. Therefore, we recommend that shop owner
C. Discussion needs to focus on the online shopping experience. In
addition, gaining consumer trust is very important in online
This research intended to investigate the factors that
shopping. Customers may tend to stay on the online
influence customer loyalty in online service. The objective
shopping malls if they trust the service provider because
of the study was to provide a comprehensive conceptual
online transaction does not allow customers to see the
model of customer loyalty and its antecedents for this
goods before they purchase. Additionally, this can be
service sector and for those who share common
implemented by offering good service quality, incentives
characteristics.
and promotions to customers.
The key findings of the study include the acceptance of
proposed model and hypotheses. First outcome of the
REFERENCES
results is satisfaction is positively associated with e-
loyalty. Results show significant positive relation. It has [1] Jakarta Post, Iinternet users in Indonesia reaches 55 million people,
28th October 2011.
been confirmed that customer satisfaction is one of [2] A. Miftachul, Indonesia e-commerce transaction in 2012 woth IDR
the major antecedents of e- loyalty [22]. 2.5 Trillion, en. dailysocial/net. 2012.
Satisfaction and trust are conceptually connected. The [3] A Broader look at Indonesia Start-up and Internet business prospects.
[Online]. Available: http://coolfounders. com/
results signal strong positive significant relationships [4] S. Alam and N. M. Yasin, “What factors influence online brand
validated through another study results of Delgado et al. trust: evidence from online tickets buyers in Malaysia,” Journal of
[58]. The study also revealed that though satisfaction- Theoretical and Applied Electronic Commerce Research, vol. 5,
issue 3, pp. 78-89, December 2010.

108
 International Journal of Trade, Economics and Finance, Vol. 4, No. 3, June 2013

[5] D. Buchalis, “E- airlines: Strategic and tactical use of ICTs in the [31] R. T. Rust, A. J. Zahorik, “Customer Satisfaction, Customer
airline industry,” Information and management, vol. 41, pp. 805- Retention, and Market Share,” Journal of Retailing, vol. 69, no. 2,
825, 2004. pp. 193-215, 1993.
[6] C. Y. Chen, “The effect of online store images and risk perception [32] Bowen and Chen, “The relationship between Customer Loyalty and
on internet purchase intention,” Fu Jen Chatholic University, 2006. Customer Satisfaction,” International Journal of Contemporary
[7] F. F. Reichheld and P. Schefter, “E – Loyalty: Your secret weapon Hospitality Management, vol. 13, no. 5, pp. 213-217, 2001.
on the web,” Havard Business Review, vol. 78, no. 4, pp. 105-113, [33] T. H. Thurau and A. Klee, “The impact of customer satisfaction and
2000. relationship qualty on customer retention a critical reassessment and
[8] F. Ciptono and G. Chandra, Service Quality and satisfaction, Andi model development,” Psychology & Marketing, vol. 14, no. 8, pp.
Offset Publisher, Yogyakarta, Indonesia, 2005. 737-765, 1997.
[9] F. Gefen, F. Karahanna, and D. W. Straub, “Inexperience and [34] A. Bryant and B. Colledge, “Trust in electronic commerce business
experience with online stores: The importance of TAM and trust,” relationships,” Journal of Electronic Commerce Research, vol. 3, no.
IEEE transaction on engineering management, vol. 50, pp. 307- 321, 2, pp. 3-39, 2002.
2003. [35] M. A. Razzaque and T. G. Boon, “Effects of dependence and trust on
[10] C. L. Hsu, C. C. Lin, and Y. D. Lee, “Effect of commitment and trust channel satisfaction, commitment and cooperation,” Journal of
towards micro-blogs on consumer behavioral intention: A Business to Business marketing, vol. 10, no. 4, pp. 23-48, 2003.
relationship marketing perspective,” International Journal of [36] C. Terawatanavong, G. J. Whitwell, R. E. Widing, “Buyer
Electronic Business Management, vol. 8, no. 4, pp. 292-303, 2010. satisfaction with relational exchange across the relationship
[11] F. Garbarino and M. Johnson, “The different role of satisfaction, lifecycle,” European Journal of Marketing, vol. 41, no. 7-8, pp. 915-
trust and commitment in customer relationships,” Journal of 938, 2007.
marketing, vol. 63, no. 2, pp. 70 – 87, 1999. [37] D. Bejau, C. T. Ennew, and A. Palmer, “Trust, ethics and
[12] S. Y. Lam, V. Shankar, M. K. Erramilli, and B. Murthy, “Customer relationship satisfaction,” International Journal of Bank Marketing,
value, satisfaction, loyalty and switching cost: An illustration from a vol. 16, no. 4, pp. 170-175, 1998.
business to business service context,” Journal of marketing Science, [38] N. Rexha, R. P. John, and A. S. Shang, “The impact of the relation
vol. 32, no. 3, pp. 293- 311, 2004. plan on ad option of electric banking,” Journal of Services
[13] E. Mustafa, “Determinants of E-commerce customer satisfaction, Marketing, vol. 17, no. 1, pp. 53-67, 2003.
trust and loyalty in Saudi ASrabia,” Journal of Electronic Commerce [39] D. Ribbink, A. C. R. V. Riel, V. Liljander, and S. Streukens,
Research, vol. 12, no.1, 2011. “Comfort your online customer: Quality, trust and Loyalty on the
[14] T. Heidt, T. V. Der, and P. Ponirin, Modelling the complexity of e- internet,” Managing Service Quality, vol. 14, no. 6, pp. 446-456 ,
loyalty: The Role of e-Value, Trust, e-Satisfaction and e- Journal of Services Marketing, vol. 17, no. 1, pp. 53-67, 2005.
Commitment, 2010. [40] Y. Bart, V. Shankar, F. Sultan, and G. L. Urban, “Are the drivers
[15] J. Flint, C. Blocker, and P. Boutin, “Customer value anticipation, and role of online trust the same for all website and consumers? A
customer satisfaction, and loyalty: An empirical examination,” large- scale exploratory empirical study,” Journal of Marketing, vol.
Industrial Marketing Management, vol. 40, pp. 219-230, 2011. 69, pp. 133- 152, 2005.
[16] P. Kotler, Marketing Management, Prentice Hall, Inc, New York, [41] S. G. Krauter and Kaluschab, “Empirical reserch in on-line trust: A
2010. review andcritical assessment,” Internaional Journal of Human –
[17] S. Shoemaker and R. C. Lewis, “Customer loyalty: the future of Computer studies, vol. 58, no. 6, pp. 782- 812, 2003.
hospitality marketing,” International Journal of Hospitality [42] D. Kim and I. Benbasat, “Trust related argument in internet stores: a
Management, vol. 18, pp. 345–370, 1999. frameworkfor evaluation,” Journal of Electronic Commerce
[18] L. J. Reid and S. D. Reid, “Communicating tourism supplier Research, vol. 4, no. 2, pp.49 – 64, 2003.
services: building repeat visitor relationships,” Communication and [43] K. Y. Lee, H. L. Huang, and Y. C. Hsu, “Trust, satisfaction and
Channel Systems in Tourism Marketing, pp. 3-19, 1993. commitment on loyalty to international retail service brans,” Asia
[19] S. Ghane, M. Fatian, and M. R. Gholamian, “Full relationship among Pacific Management review, vol. 12, no. 3, pp. 161 -169, 2007.
e-satisfaction, e-trust, e-service quality and e-loyalty: the case of Iran [44] P. A. Pavlou, “Consumer acceptance of electronic commerce –
e-banking,” Journal of Theoretical and Applied Information integrating trust and risks with the technology acceptance model,”
Technology, 15th November, vol. 33, no. 1, 2011. International Journal of Electronic Commerce, vol. 7, no. 4, pp.
[20] R. L. Oliver, “Whence consumer loyalty?” Journal of Marketing, vol. 101- 134, 2003.
63, no. 4, pp. 33-44, 1999. [45] J. Kim, D. Morris, and J. Swait, “Antecedents of true brand loyalty,”
[21] R. E. Anderson and S. S. Srinivasan, “satisfaction and e loyalty : a Journal of Advertising, vol. 37, no. 2, pp. 99 – 117, 2008.
contingency framework,” Psychology and Marketing, vol. 20, no. 2, [46] S. P. Gounaris, “Customer retention: insights from business to
pp. 123 – 138, 2003. business service,” Journal of Business Research, vol. 58, no. 2, pp.
[22] Y. Liu, “The long term impact of loyalty programs on consumer 126-140.
purchase behavior and loyalty,” Journal of marketing, vol. 17, no. 4, [47] R. M. Morgan and S. D. Hunt, “The commitment – trust theory of
pp. 19-35, 2007. relationship marketing,” Journal of marketing, vol. 58, no. 3, pp. 20-
[23] C. Flavian and M. Guinaliu, and R. Gurrea, “The role played by 38, 1994.
perceived usability, satisfaction, consumer trust on website loyalty,” [48] H. Wang and H. Zhanming, “Online trust between inexperienced
Information and Management, vol. 43, no. 1, pp. 1–14, 2006. consumers and experienced consumers: an emperical stdy,” Second
[24] J. Tam, “Linking perceived service quality to relational outcomes in international Conference on Future Information Technology and
a chinese context,” Journal of International marketing, vol. 24, pp. Management Engineering, pp. 167 -170, 2009.
7-23, 2012. [49] F. Wu and S. T. Cavusgil, “Organizational learning, commitment
[25] A. Chaudhuri, M. B. Holbrook, “The chain of effects from brand and joint value creation in intra-firm relationships,” Journal of
trust and brand affect to brand performance: The role of brand Business Research, vol. 59, pp. 81- 89, 2006.
loyalty,” Journal of Marketing, vol. 65, no. 2, pp. 81-93, [50] P. Luarn and H. H. Lin, “A customer loyalty model for e-service
Doi:101.1509/jmkg.65.2.1.18255, 2001. context,” Journal of Electronic Commerce Research, vol. 4, no. 94,
[26] P. Rauyenruan and K. E. Miller, “Relationship quality as a predictor pp. 156– 167, 2003.
of B2B customer loyalty,” Journal of Business research, vol. 60, no. [51] G. Fullerton, “The impact of brand commitment on loyalty to retail
1, pp. 21 – 31, 2007. service brand, Canadian,” Journal of Administrative Sciences, vol.
[27] M. D. Uncles, G. R. Dowling, and K. Hammond, “Customer loyalty 22, no. 2, pp. 97 – 110, 2005.
and customer loyalty programs,” Journal of Consumer Marketing, [52] V. A, Zeithaml, L. L, Berry, and A. Parasuraman, “The behavioral
vol. 20, no. 4, pp. 294-316, 2003. consequences of service quality,” Journal of Marketing, vol. 60, no.
[28] F. B. Tan, L. Tung, Y. Xu, “a study of web designer criteria for 2, pp. 41-46, 1996.
effective business to cutomer (B2C) websites using the repertory [53] Sugiono, Business Research Methodology, 2008.
grid technique,” Journal of Ecommerce Research, vol. 10, no. 3, pp. [54] U. Sekaran and R. Bougie, Resarch Methods for Business: a skill
155-177, 2009. building approach, Sixth edition. New York: John Wiley & Sons,
[29] R. Frederick, M. G. Jr. Robert, and H. Christopher, “E-customer Ltd. Publication., 2010.
loyalty – applying the traditional rules of business for online [55] B. G. Gomez, A. G. Arranz, and J. G. Cillan, “The role of loyalty
success,” European Business Journal, vol. 12, no. 4, pp. 173-179, programs in behavioral and affective royalty,” Journal of Consumer
2000. Marketing, vol. 23, no. 7, pp. 387-396, 2006.
[30] L. D. Pleessis, “Customer relationship management and its influence [56] F. A. Velenzuela and Y. A. V. Parraga, “Trust and Commitment as
on customer loyalty at Liberty Life in South Africa,” University of Mediataing Variables in the Relationship between satisfaction and
Johannesberg, 2010.

109
 International Journal of Trade, Economics and Finance, Vol. 4, No. 3, June 2013

Hotel guest Loyalty,” Panoraman Socio economic, vol. 24, no. 32, tourism and higher education.
pp. 18-23, 2006.
[57] M. A. Jumaat and M. J. Yunus, “The relationship between customer Christina Lypuringtyas Rudation is a lecturer of
commitment and satisfaction on the loyalty card program of State Poly technique of Jakarta in Jakarta Indonesia.
department strores in Malaysia,” Journal of problems and Her research interests are in Marketing Management
Perspective in Management, vol. 8 , issue 4, 2010. and Human Resources development. She is now
[58] B. E. Delgad and A. J. L. Munuera, “Brand trust in the context of Ph.D. student in Indonesia University, Jakarta.
customer loyalty,” European Journal of market researh, vol. 45, no.
1, pp. 35-53, 2001.

Tetty Rimenta is a lecturer of State Poly technique

of Jakarta in Jakarta Indonesia. Her research interests
are in Marketing Management and Human
Sri Astuti Pratminingsih graduated in Business and
Resources development. She is Ph.D. candidate in
Management at Sriwijaya University and received
Indonesia University, Jakarta.
her Ph.D. of Business Management from the
Philippine Christian University of Manila 2013.
She joined the Faculty of Business and
Management of Widyatama University Bandung
since 1996.
Her research interests cover Marketing
Management, and Human Resource Management in

110