RESEARCH ON THE GROCERIES APPLICATION
6. RESEARCH IMPLICATIONS
Academically, this research contributes additional aspects of generalization in the form of facts in different country and cultural contexts in previous research on the discussion of online groceries applications which are currently and in the future predicted to be increasingly used especially with the pandemic situation and the emergence of a number of new normal in everyday consumer life. -day. The special thing that is interesting from the results of this study is that there is a potential boundary condition, especially in the promotion aspect, which has not shown any evidence of a significant effect on e-satisfaction or e-trust. The boundary conditions in this case are in terms of the number, variety and intensity of promotions which, if the amount is small, cannot yet have a significant positive impact on e-satisfaction and e-trust. This boundary condition will be more prominent if it is accompanied by a comparison service in the same application such as grab groceries and grab food in this study.
Practically this research can provide several additional insights for marketing strategy decision making, especially in the context of online groceries applications. The first insight, in line with the context of the discussion of marketing in general, this study indicates an important role for satisfaction and then in shaping customer loyalty.
Furthermore, based on the comparison of the regression coefficient, satisfaction has a more dominant role than trust in encouraging customer loyalty. This of course does not necessarily indicate that the role of trust is small, but that the aspect of trust is a basic aspect or necessary condition that all competing players generally strive to offer, especially in the context of digital services. With the existence of a trust standard that each player seeks to build on digital application services, ultimately the level of customer satisfaction will be more visible to determine the level of customer loyalty to a digital application service including online groceries application services as examined in this study.
The second insight, product, place, price, and experience aspects have an important role in increasing the level of customer satisfaction. With the highest order of importance, experience is dominated, followed by price, product, then place. Starting from these insights, it is important for groceries online application service managers to maintain a prime experience for customers during their interactions with groceries online application services.
A positive customer experience can of course be pursued through many approaches, ranging from applications that are visually attractive, easy to use, reliable (rarely experience lags or crashes), to payment functions that have an error rate of almost 0. Product aspects can be pursued primarily by providing a range of lists and wide variety of products and/or merchants to provide a better one stop shopping experience and better freedom of choice for customers. To increase the uniqueness of the offering in terms of products, service providers can improve service capabilities with detailed product information and illustration functions, including up to the label standards owned by each product, such as halal, green, organic and genetic engineering free certification. For the price aspect in general, it is more straightforward, a price that is competitive with the market in general or at least a similar service is of course the basic thing expected by customers. Meanwhile, in the place aspect, control
on the accuracy of goods sent according to the order as well as the processing and delivery time in the hands of consumers are of course a fundamental thing that service providers and related partners need to strive for.
The increase in the four driving aspects of satisfaction on the one hand, of course, on the other hand, will have a positive impact on the formation of trust which in the end also has an impact on increasing customer loyalty.
The third insight, although the promotion aspect in this study has not shown a significant role in the formation of consumer satisfaction and trust, it does not mean that this aspect is not important. As previously discussed, in this study this aspect was not consistent and had a significant impact on consumer satisfaction and trust because of the limited number and variety. If the number and variety of promotions on the online groceries’ application can be increased, it is not impossible that this aspect will be one of the important factors that play a role in increasing customer satisfaction and trust. This would play an even more important role if the services offered are still new in the minds of consumers which of course require intense efforts in order to attract consumer attention, educate them and encourage them to try. As has long been known, the promotion aspect is one of the main motivators for marketers in terms of attracting consumer attention and encouraging them to try.
7. CONCLUSION
This study seeks to contribute to the generalization aspects of the satisfaction, trust and loyalty forming factor models in the context of online groceries applications that have been previously proposed in different country and cultural contexts. In general, this study confirms the results of previous studies that production, price, place and experience are important determinants of satisfaction and trust which in turn will have an impact on increasing customer loyalty to online groceries applications. The specific thing revealed in this study is that in the midst of the importance of the promotional aspect in the service introduction process to encourage potential customers to try to adopt a new service, the inadequate intensity and variety of promotions will obscure the role of promotion in increasing consumer satisfaction and trust in online groceries applications. Several managerial implications based on the results of this study as described in the previous section are expected to provide additional insight into managerial decision making, especially in the context of online groceries application services.
In this study, there are several research limitations which certainly open up opportunities for further research.
First, this research has only been conducted on one of the online groceries applications in Indonesia, research on similar applications or comparisons between several applications, especially perhaps with a wider variety of promotion intensity and will provide a more in-depth picture that complements the results of this study. Second, this research only raises aspects of product, place, price, promotion, and experience as a driver of e-satisfaction, e-trust, and customer loyalty. The involvement of other aspects that are often raised in the context of digital platforms such as consumer review features both inside and outside the application (word of mouth) will certainly broaden the picture obtained on the pattern of relationships between the constructs involved. Third, this study was conducted with a cross-sectional data approach, research with longitudinal or experimental data will certainly provide a view from another point of view to complement the results of this study and previous research on the context of online groceries applications, which are still not widely carried out in the midst of increasingly intense potential uses especially in the presence of special phenomena such as pandemics.
REFERENCE
Arini, N. (2018). Sering Membandingkan Harga Transportasi Online? Aplikasi Ini Akan Memudahkan Penggunanya. https://www.shopback.co.id/katashopback/transportasi-online-makin-digemari Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand
performance: the role of brand loyalty. Journal of Marketing, 65(2), 81–93. http://www.jstor.org/
stable/10.2307/3203382
Chen, S.-C. (2012). The customer satisfaction–loyalty relation in an interactive e-service setting: The mediators. Journal of Retailing and Consumer Services, 19(2), 202–210. https://doi.org/10.1016/j.
jretconser.2012.01.001
Forsythe, S., Liu, C., Shannon, D., & Gardner, L. C. (2006). Development of A Scale To Measure The Perceived Benefits and Risks of Online Shopping. Journal of Interactive Marketing, 20(2), 55–75. https://doi.
org/10.1002/dir
Goyena, R., & Fallis, A. . (2019). Hasil Survei: Orang Indonesia Belanja Online 5 Kali/Bulan. Journal of
Chemical Information and Modeling. https://doi.org/10.1017/CBO9781107415324.004
Gregg, D. G., & Walczak, S. (2010). The relationship between website quality, trust and price premiums at online auctions. Electronic Commerce Research, 10(1), 1–25. https://doi.org/10.1007/s10660-010-9044-2 Groceries, G. (2020). Let us do the grocery shopping for you.
Ilyuk, V. (2018). Journal of Retailing and Consumer Services Like throwing a piece of me away : How online and in-store grocery purchase channels a ff ect consumers ’ food waste ☆. Journal of Retailing and Consumer Services, 41(May 2017), 20–30. https://doi.org/10.1016/j.jretconser.2017.11.003
Kalyanam, K., & McIntyre, S. (2002). The E-Marketing Mix: A Contribution of the E-Tailing Wars. Journal of the Academy of Marketing Science, 30(4), 487–499. https://doi.org/10.1177/009207002236924
Lee, C. H., Ko, E., Tikkanen, H., Phan, M. C. T., Aiello, G., Donvito, R., & Raithel, S. (2014). Marketing mix and customer equity of SPA brands:Cross-cultural perspectives. Journal of Business Research, 67(10), 2155–2163. https://doi.org/10.1016/j.jbusres.2014.04.025
Lien, C. H., Wen, M. J., Huang, L. C., & Wu, K. L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210–218. https://
doi.org/10.1016/j.apmrv.2015.03.005
Morgan, R., & Hunt, S. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38. http://www.jstor.org/stable/10.2307/1252308
Moriuchi, E., & Takahashi, I. (2016). Satisfaction trust and loyalty of repeat online consumer within the Japanese online supermarket trade. Australasian Marketing Journal, 24(2), 146–156. https://doi.org/10.1016/j.
ausmj.2016.02.006
Mortimer, G., Fazal, S., Andrews, L., Martin, J., Mortimer, G., Fazal, S., Andrews, L., & Martin, J. (2016).
Online grocery shopping : the impact of shopping frequency on perceived risk. The International Review of Retail, Distribution and Consumer Research, 3969(February 2017), 1–22. https://doi.org/10.1080/0959 3969.2015.1130737
Nabila, M. (2018). Grab dan HappyFresh Resmikan Kehadiran “Online Grocery” GrabFresh di Indonesia.
https://dailysocial.id/post/grab-happyfresh-grabfresh-indonesia-resmi
Pappas, I. O., Kourouthanassis, P. E., Giannakos, M. N., & Lekakos, G. (2017). The interplay of online shopping motivations and experiential factors on personalized e-commerce: A complexity theory approach.
Telematics and Informatics, 34(5), 730–742. https://doi.org/10.1016/j.tele.2016.08.021
Parasuraman, A., Zeithaml, V. A., & Berry, L. D. (1988). SERVQUAL:a multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40. http://scholar.google.com/sch olar?hl=en&btnG=Search&q=intitle:SERVQUAL-+A+Multiple-Item+Scale+for+Measuring+Consumer+
Perceptions+of+Service+Quality#0
Ridings, C. M., Gefen, D., & Arinze, B. (2002). Some antecedents and effects of trust in virtual communities.
The Journal of Strategic Information Systems, 11(3–4), 271–295. https://doi.org/10.1016/S0963- 8687(02)00021-5
Shofa, J. N. (2020). Stay at Home, Your Groceries Will Be Delivered to Your Door.
Sultan, P., & Wong, H. Y. (2012). Service quality in a higher education context: an integrated model. Asia Pacific Journal of Marketing and Logistics, 24(5), 755–784. https://doi.org/10.1108/13555851211278196
Tao, M., Nawaz, M. Z., Nawaz, S., Butt, A. H., & Ahmad, H. (2018). Users’ acceptance of innovative mobile hotel booking trends: UK vs. PRC. Information Technology and Tourism, 20(1–4), 9–36. https://doi.
org/10.1007/s40558-018-0123-x
Ubeja, S. (2014). A Study of Sales Promotion Mix on Customer Satisfaction With Reference to Shopping Malls in Indore. Global Journal of Finance and Management, 6(3), 245–252.
van Riel, A. C. R., & Ouwersloot, H. (2005). Extending electronic portals with new services: exploring the usefulness of brand extension models. Journal of Retailing and Consumer Services, 12(4), 245–254.
https://doi.org/10.1016/j.jretconser.2004.07.003
Yang, Z., & Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology and Marketing, 21(10), 799–822. https://doi.org/10.1002/mar.20030
Zeithaml, V. (1988). Consumer Perceptions Of Price, Quality, And Value: A Means-End MOdel and Synthesis of Evidence. Journal of Marketing, 52(3), 2. http://www.jstor.org/stable/10.2307/1251446