Jurnal Mantik
Vol. 5 No. 3 (2021): November: Manajemen, Teknologi Informatika dan Komunikasi (Mantik)

Measuring Millennials Loyalty Through Affective and Cognitive Online Experience: Mediating Role of Customer Satisfaction

Aisah Anugerah Qadri (Universitas Andalas)
Yulia Hendri Yeni (Universitas Andalas)

Article Info

Publish Date
07 Nov 2021

Abstract

This paper aims to find out the direct effects of affective and cognitive OE on customer loyalty, and indirect effect through mediating role of customer satisfaction. By using the technique of purposive sampling to online questionnaires, and as many as 126 millennial groups were involved as respondents. We found that the direct effects of cognitive and affective OE significant and positively affects customer satisfaction and loyalty, while mediating roles of customer satisfaction, only to the relationship between affective OE and customer loyalty as expectation, while to the cognitive OE and customer loyalty unexpected

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Journal Info
Jurnal Mantik
Website

Abbrev

mantik

Publisher

Institute of Computer Science

Subject

Computer Science & IT Economics, Econometrics & Finance Languange, Linguistic, Communication & Media

Description

Jurnal Mantik (Manajemen, Teknologi Informatika dan Komunikasi) is a scientific journal in information systems/informati containing the scientific literature on studies of pure and applied research in information systems/information technology,Comptuer Science and management science and public ...