International Journal of Business, Law, and Education
Vol. 5 No. 2 (2024): International Journal of Business, Law, and Education

Mobile App Usability, Data Privacy, Brand Loyalty, and Customer Retention in Indonesia's Online Transportation Services Industry

Bahar, Anisa (Unknown)
Prananta, Arie Wahyu (Unknown)
Afifudin, Moch (Unknown)
Taufikur Rahman, Rahmat (Unknown)

Article Info

Publish Date
09 Nov 2024

Abstract

This study investigates the relationship between mobile app usability, data privacy, brand loyalty, and customer retention in Indonesia's online transportation services industry. Using partial least squares structural equation modeling (PLS-SEM) to analyze data from a sample of users, the results show that both mobile app usability and data privacy significantly affect brand loyalty, which, in turn, strongly predicts customer retention. Additionally, usability and privacy have direct effects on retention. The mediation analysis highlights the role of brand loyalty in amplifying the impact of usability and privacy on retention. These findings offer practical insights for online transportation service providers seeking to improve customer experiences, loyalty, and retention.

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Journal Info
International Journal of Business, Law, and Education
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journal

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IJBLE Scientific Publications Community Inc

Subject

Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Social Sciences Other

Description

International Journal of Business, Law, and Education disseminates knowledge about Business, Law, and Education that useful to academics, educators, scholars, managers, practitioners, policy makers, consumers, and other stakeholders all around the ...