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Nofrizal Nofrizal
Universitas Lancang Kuning
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Journal : ASEAN Marketing Journal

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The Secret to Ride-Hailing Customer Satisfaction and Willingness to e-WOM: Uncovering the Advantages of Price and Consumer Personality Khairani, Zulia; Nofrizal, Nofrizal; Putri, Librina Tria
ASEAN Marketing Journal Vol. 16, No. 1
Publisher : UI Scholars Hub

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Abstract Manuscript type: Research Article Research Aims: After the COVID-19 pandemic and during the pandemic, there has been a surge in the usage of ride-hailing services. The motivation objective of this study is to ascertain the causes behind the high consumer satisfaction with ride-hailing. This study examines the role of service quality, and price in driving consumer satisfaction, and the implications for electronic word of mouth mediated by customer personality. Design/methodology/approach: Using purposive sampling methods, 610 users of ride-hailing services were chosen as the sample for this study. Processing survey data through data analysis utilizing Smart-PLS 4.0 software and structural equation modeling. Research Finding: The results showed that service quality and price can change consumer personality to encourage consumer satisfaction so that customers are willing to electronic word of mouth. Consumer personality and consumer satisfaction can moderate prices for electronic word of mouth. Theoretical Contribution/Originality: This study contributes to the latest literature in the field of marketing, particularly in the online transportation service industry, by demonstrating that customer satisfaction is a key driver of willingness to engage in electronic word-of-mouth (eWOM). Consumer personality and price can enhance customer satisfaction, and both customer personality and satisfaction can mediate the effect of price on eWOM. Practitioner/Policy Implication: The study highlights key managerial implications for the online transportation industry. Prioritizing customer satisfaction, understanding consumer personalities, strategic pricing, and leveraging eWOM emerge as critical strategies. By tailoring approaches to enhance satisfaction, address varied personalities, and implement transparent pricing, businesses can drive positive eWOM and foster sustained growth. Research Limitation: The sample size in this study, comprising only 610 Indonesian ride-hailing service users, represents a limitation, potentially impacting the generalizability of the findings. Moreover, the study focuses solely on specific factors influencing customer satisfaction, namely service quality, price, and customer personality, overlooking other potential contributors such as brand preference, reputation, trust, ease of use, and safety. Additionally, the analysis utilizes SEM Smart-PLS 4.0 software with survey techniques, neglecting experimental or empirical research methods.
Co-Authors Abdillah Abdillah Afriani, Afni Afvan Aquino AGUS AGUS Agusman, Jeki Tri Ahmad Afandi Ahmad Refi Ajid, Abdul Husna Alit Hindri Yani Almasdi Syahza Ammoo, M.S Andi Yusapri Andriani, Yayun Andriani, Yayun Apdillah, Doni Arief Rachman. B arizal N, arizal Arman. A, Arman. Arman. A, Arman. A Arthur Brown Auzar, Auzar Azizah, Novia Rahmatul Aznuriyandi, Aznuriyandi Bahrullah Akbar Bilqis, Nurani Bustari Bustari Dadan Kusdiana Daffa, Aurelia Dalil, M. Dariono, Dariono Delfino, M. Irfan Deni Efizon Deni, Febi Silvia Desmayuni, Helfia Efendi, Yusuf efrita soviyanti, efrita Eko Prianto, Eko Eko Sutrisno, Eko Elyzabeth, Rohana Esy Maryanti Evi, Agusti F.M., Mufti Fajrin, Hafiza Fakhira, Eko Riski FATKHURAHMAN FATKHURAHMAN, FATKHURAHMAN Fatmawati, Riska Febrian, Deo Femi Riza Firdaus Firdaus Firdaus Firdaus Fitri, Amraini Fitri, Sri Afifah Fitriani, Rada Gesit Yudha Ghifari, Dwika Giffari, Fiqi Ginting, Feliz Gusti Rahayu Hadiyati Hadiyati, Hadiyati Hairussalam, Hairussalam Hamdeni Medriosa Hardi Hardi, Hardi Hasibuan, Siti Hawa Hayatul Ismi Heni Pujiastuti Heriyani, Febriani Hermawan, Nanang Hermawan, Nanang Hidayah, Ahmad Huljanah, Mifta Hutapea, Rusliana Ied Habibie Iip Sugiharta Ikram, Noval Muhammad Inova Fitri Siregar, Inova Fitri Intan Purnama Sari Irwan Limbong Irwandy Syofyan Ishak, I.S. Isnaniah, Isnaniah Jamil Haron, Surhan Jhonneri, Romie Jonatan, Fransa Juve Jonny Zain Julhadi, Julhadi Karmilia, Rise Kevin, Mikhael Khaidir Khaidir, Khaidir Khairi, Halilul Khairul Anwar Koto, Jaswar Krisdayana, Krisdayana Kurniawan, Rika Lahmi, Ahmad Luh Putu Ratna Sundari Lukcyhasnita, Andam Lutfiyani, Lutfiyani Manalu, Nadya Monica Manggala, Yuda Marta, Sonia Maskur, Ruhban Masykur, Rubhan Mauliddin, Muhamad Mauliddin, Muhammad Melasari, Melasari Miswadi Miswadi Mitra, Fitria Mitra, ⁠Fitria Mohamad Taufik, Mohamad Muchtar Ahmad Muhamad Syazali Muhammad Faisal Muhammad Farhan Muhammad Natsir Kholis N , Arizal Nata. P, Nata. P Nata. P, Nata. P Nifen, Silta Yulan Nofrizal Nofrizal Nofrizal, Edi Nora, Syofia Nova Syafni Nur Hafni nurhayani lubis, nurhayani Pangerang, Fitrah Pangerang Panggabean, Sari Artati Pasaribu, Melli Wijaya Permana, Pandu prama widayat, prama Putri, Librina Tria Putri, Lusia Eka Rafli, Muhammad Ramadhan, Fauzan Rambe, Anggi Afina Ramses Firdaus, Ramses Rhamadani, Meutia Ridho Bayu Yefterson Riko, Mhd Romie Jhonnerie Ronaldo, Ronaldo Rosmayati, Lisna Rosmayati, Lisna Rosmery Elsye Rusyanti, Nila Safitri, Gita Nur Salman Salman Saputra, H. Saputra, Robi Agung Saputra, Ronaldo Sari, Susan Novela Sembiring, Eiodia Christine Septiana, Yulda Dina Septiani, Via Silitonga, Ido Maruli Siregar, Samuel Sofian, Alifa Khansa Sri Maryanti Sri Wahyuni Sriwardona Sufyarma Marsidin Sukendi Sukendi Sulastri, Amelia Sunjaya, Legi Syafriadi, Rio Syafriansyah, Syafriansyah Syahruddin Syahruddin Syaiful Ramadhan Harahap Syaputra, Eka T. Ersti Yulika Sari Tasliyana, Keffi Thamrin Thamrin Trimaily, Devita Trimaily, Devita Ulfia Hasanah Umairoh, Dini Wardhani, Anisha Tri Warni, Yulia Waskito Waskito, Waskito Widhianto, Andre Widhiastika, Dhita Widiastuti, Paramita Wita Dwika Listihana, Wita Dwika Wook, Izawati Wulandari Wulandari Yanti. E, Wisnove Yeni Karneli Yenni Yenni Yossi Oktorini Yudha, Gesit Yulan Nifen , Silta Yulastri, Amelia Yuliana Yuliana Yunaldi, Wendra Yunia Wardi Yusafrida Rasyidin Yusni Ikhwan Siregar Zainal, Resti Zainuddin, Mohammad Tahir Zakiah Ariani, Rahima Zarinda, Septiwila Zaslin, Tiza Zulfikar, Andi Zulia Khairani Zulkifli Zulkifli ⁠Julhadi, ⁠Julhadi