Hartato, Tommy
(2018)
Analysis of online post-purchase customer experience (OPPCE) that affects customer satisfaction leading to repurchase intention.
Bachelor thesis, Universitas Pelita Harapan.
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Abstract
The advent of technology in the last decade has seen the exponential rise of online shopping in many countries, including in Indonesia. However, there is still a lack of research regarding customer experiences of online shopping in Indonesia, especially in Online Post- Purchase Customer Experience (OPPCE). Hence, it is necessary to find out the variables of OPPCE that affect customer satisfaction for the continued growth of online shopping. The aim of this study is to examine whether there are positive effect between customer service, delivery, benefits, return & exchange and security & privacy towards customer satisfaction, leading to repurchase intention. A conceptual model is tested using Partial Least Squared-Structural Equation Model (PLS-SEM) on a random sample of 160 Indonesian customers using non- probability judgement sampling techniques. The results show that there are a positive effect between customer service, delivery and benefits towards customer satisfaction. There is also a positive effect between customer satisfactions towards repurchase intention. However, there is no positive effect between return & exchange and security & privacy towards customer satisfaction. The study concludes with managerial implications that may be helpful in retail marketing especially in digital marketing.
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