THE IMPACT OF PERCEIVED VALUE ON CUSTOMER LOYALTY:
A CASE STUDY OF GRABFOOD CONSUMERS
By Chrissy 11503075
BACHELOR’S DEGREE in
BUSINESS ADMINISTRATION – HOTEL AND TOURISM MANAGEMENT Concentration
FACULTY OF BUSINESS AND COMMUNICATION
SWISS GERMAN UNIVERSITY The Prominence Tower
Jalan Jalur Sutera Barat No.15, Alam Sutera Tangerang, Banten 15143, Indonesia
July 2019
Revision after the Thesis Defense on July 12, 2019
Chrissy STATEMENT BY AUTHOR
I hereby declare that this submission is my own work and to the best of my knowledge, it contains no material previously published or written by another person, nor material which to a substantial extent has been accepted for the award of any other degree or diploma at any educational institution, except where due acknowledgement is made in the thesis.
Chrissy
____________________________________________
Student Date
Approved by:
Esa Theodore Mbouw, BBA, M.Sc.
____________________________________________
Thesis Advisor Date
Dr. Nila K. Hidayat, SE., MM.
____________________________________________
Dean Date
Chrissy ABSTRACT
THE IMPACT OF PERCEIVED VALUE ON CUSTOMER LOYALTY:
A CASE STUDY OF GRABFOOD CONSUMERS
By
Chrissy
Esa Theodore Mbouw, BBA, M.Sc.
SWISS GERMAN UNIVERSITY
The aim of this research is to identify the impact of perceived value on customer loyalty in the case study of GrabFood in Jakarta. Perceived value is measured through customer perceived benefits and sacrifices. The data were collected from 190 customers who have downloaded and used GrabFood. Multiple linear regressions were used to examine the collected data. The finding indicates that perceived value significantly impacts the loyalty of GrabFood customers. All indicators of perceived benefits impact customer loyalty, and the highest influence on customer loyalty is perceived enjoyment, while the least is perceived money saving. Meanwhile, quality risk becomes the only indicator of customer perceived sacrifices that impact customer loyalty. Perceived fee, delivery risk, and privacy risk are found to have no significant impact on customer loyalty. This study provides several suggestions for Grab Indonesia in order to enhance the customer loyalty towards GrabFood by considering perceived benefits and sacrifices as determinants of perceived value.
Keywords: O2O commerce, O2O food delivery, perceived value, perceived benefits, perceived sacrifices, customer loyalty, VAM
Chrissy
© Copyright 2019 by Chrissy All rights reserved
Chrissy DEDICATION
I dedicate this hard work for the universe and my future
Chrissy ACKNOWLEDGEMENT
First of all, I would like to thank Tiān, the universe, and all the good things in the world for the countless blessings.
Most importantly, I would like to express my gratitude to my mom and grandma who constantly supports and giving prayers every night and day.
To Sir Esa, thank you for being the best thesis advisor. Thank you for your presence in giving me so much knowledge, guiding, and motivating me throughout the process.
Seriously, I really could not finish my thesis without the help from you.
To my other half, Jenifer Arvianita, thank you for being the only one who truly understands me. Thank you for all your positive thoughts you have shared to me. Let’s keep doing good deeds together!
To all my friends I cannot mention one by one, thank you for being supportive and always be there to assist me doing my thesis.
And for all the people who have not been mentioned above, thank you for all your kindness toward me.
Last but not least, my witch, Jackss. Thank you for the happiness potion. Let’s go to Neverland!
Chrissy TABLE OF CONTENT
STATEMENT BY AUTHOR ... 1
ABSTRACT ... 2
DEDICATION ... 4
ACKNOWLEDGEMENT ... 5
CHAPTER 1 INTRODUCTION ... 12
1.1. Background ... 12
1.2. Research Problem ... 16
1.3. Research Questions ... 16
1.4. Research Objectives ... 17
1.5. Scope and Limitations ... 17
1.6. Significance of Study ... 17
CHAPTER 2 LITERATURE REVIEW ... 18
2.1. Framework of Thinking ... 18
2.2. Marketing ... 19
2.3. Marketing Mix ... 20
2.4. Place/Distribution in Restaurant Industry ... 21
2.5. O2O (Online to Offline) Commerce ... 22
2.5.1. O2O (Online to Offline) Food Delivery ... 22
2.6. Value-Based Adoption Model ... 23
2.7. Perceived Value ... 24
2.7.1. Perceived Benefits ... 24
2.7.1.1. Perceived Money Saving ... 25
2.7.1.2. Perceived Convenience ... 25
2.7.1.3. Product Selection ... 25
2.7.1.4. Ease of Order ... 25
2.7.1.5. Enjoyment ... 26
2.7.2. Perceived Sacrifices ... 26
2.7.2.1. Perceived Fees ... 26
2.7.2.2. Delivery Risk ... 27
2.7.2.3. Privacy Risk ... 27
2.7.2.4. Quality Risk ... 27
2.8. Behavioral Intention ... 27
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2.9. Customer Loyalty ... 27
2.9.1. Customer Loyalty Dimensions ... 28
2.10. Customer-Perceived Value and Customer Loyalty ... 29
2.11. Previous Study ... 29
2.12. Study Differences ... 31
2.13. Research Model ... 32
2.14. Hypothesis ... 32
CHAPTER 3 RESEARCH METHOD ... 33
3.1. Type of Study ... 33
3.2. Unit Analysis and Observation ... 33
3.3. Population and Sampling ... 33
3.3.1. Population ... 33
3.3.2. Sample ... 33
3.3.3. Sampling Method ... 33
3.3.4. Sample Size ... 34
3.4. Timeframe of Study ... 34
3.5. Type of Data and Collection Method ... 35
3.5.1. Primary Data ... 35
3.5.2. Secondary Data ... 35
3.5.3. Data Collection Method ... 35
3.6. Variable Operationalization ... 35
3.7. Data Processing Procedures ... 37
3.7.1. Pre-Testing ... 37
3.7.2. Validity ... 37
3.7.3. Reliability ... 38
3.7.4. Post Testing ... 39
3.8. Data Analysis Technique ... 39
3.8.1. Classical Assumption Test ... 39
3.8.1.1. Normality Test ... 39
3.8.1.2. Heteroscedasticity Test ... 39
3.8.1.3. Multicollinearity Test ... 40
3.9. Multiple Linear Regression Analysis ... 40
3.10. Hypothesis Test ... 40
3.10.1. F-Test ... 40
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3.10.2. T-Test ... 41
3.11. Cross Tabulation ... 42
CHAPTER 4 RESULT AND DISCUSSION ... 43
4.1. Company Profile ... 43
4.2. Pre-Test ... 44
4.2.1. Reliability Pre-Test Result ... 45
4.3. Post-Test ... 45
4.3.1. Respondents Profile ... 45
4.3.1.1. Gender ... 46
4.3.1.2. Age ... 46
4.3.1.3. Occupation ... 47
4.3.1.4. Monthly Income ... 47
4.3.1.5. Order Frequency ... 48
4.3.1.6. Average Purchase per Week ... 48
4.3.2. Validity Post Test Result ... 49
4.3.3. Reliability Post Test Result ... 50
4.4. Classical Assumption Test ... 50
4.4.1. Normality Test ... 50
4.4.2. Heteroscedasticity Test ... 52
4.4.3. Multicollinearity Test ... 52
4.5. Multiple Linear Regression Test ... 53
4.6. Hypothesis Testing ... 53
4.6.1. F-Test ... 53
4.6.2. T-Test ... 54
4.7. Chi Square Test Result ... 55
4.7.1. Perceived Benefits Dimensions toward Customer Loyalty ... 55
4.7.1.1. Perceived Money Saving * Customer Loyalty ... 55
4.7.1.2. Perceived Convenience * Customer Loyalty ... 56
4.7.1.3. Product Selection * Customer Loyalty ... 57
4.7.1.4. Enjoyment * Customer Loyalty ... 58
4.7.1.5. Ease of Order * Customer Loyalty ... 59
4.7.2. Perceived Sacrifices Dimensions towards Customer Loyalty... 60
4.7.2.1. Perceived Fee * Customer Loyalty ... 60
4.7.2.2. Delivery Risk * Customer Loyalty ... 61
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4.7.2.3. Privacy Risk * Customer Loyalty ... 62
4.7.2.4. Quality Risk * Customer Loyalty ... 63
4.8. Result Discussion ... 64
4.8.1. First Hypothesis Discussion ... 64
4.8.2. Second Hypothesis Discussion ... 64
4.8.3. Third Hypothesis Discussion ... 65
CHAPTER 5 CONCLUSION AND RECOMMENDATION... 68
5.1. Conclusion ... 68
5.2. Managerial Implication ... 69
5.3. Future Research ... 71
GLOSSARY ... 72
REFERENCES ... 73
APPENDIX ... 81
Ordering Process ... 81
Questionnaire ... 84
Curriculum Vitae ... 100
