Investigating E-Servicescape, Trust, E-WOM, and Loyalty: Study on Traveloka

Jimmy, Dr. Ronald and Dr. Amelia
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Jimmy: Economics and Business School, Magister of Management, Pelita Harapan University, Surabaya, Indonesia.
Dr. Ronald: S.T., M.M., CSMA, CDM, PMA, Pelita Harapan University, Surabaya, Indonesia.
Dr. Amelia: S.E., RFP-I. M.M., CSMA, Pelita Harapan University, Surabaya, Indonesia.

International Journal of Science and Business, 2023, vol. 18, issue 1, 80-95

Abstract: Digitalization has an impact on business processes. Businesses must adapt to changing times while continuing to meet their customers' needs in order to keep their trust and loyalty and to increase brand awareness through E-WOM. The purpose of this study is to investigate the effects of 10 E-Servicescape variables on Trust, as well as the effect of Trust on E-WOM and Loyalty. The data was gathered by administering a questionnaire to 195 people who had used the Traveloka applications at least twice in the previous six months, from July 2022 to December 2022. Amos 22.0 software was used to analyze the data using the Structural Equation Model (SEM).The empirical findings indicated that Trust has positive significant on Loyalty with C.R. value of 4.922, followed with Trust on E-WOM with C.R. value of 4.693, Interactivity on Trust with C.R. value of 3.752, Ease of Payment on Trust with C.R. Value of 3.282, Perceived Security on Trust with C.R. Value of 3.153, Originality of Design on Trust with C.R. Value of 2.988, Relevance of Information with C.R. Value of 2.866, Customer Review with C.R Value of 2.617, Usability with C.R. Value of 2.587, Entertainment Value with C.R. Value of 2.145. Customization and Visual Appeal have no significant impact on Trust.

Keywords: E-Servicescape; Trust; Loyalty; E-WOM; E-Commerce. (search for similar items in EconPapers)
Date: 2023
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