Page 1 Page 1 Journal of Electronic Commerce Research, VOL 7, NO.2, 2006 Journal of Electronic Commerce Research, Vol 7, No.2, 2006 WHAT KEEPS THE E-BANKING CUSTOMER LOYAL? Apa yang membuat THE E-BANKING PELANGGAN SETIA? A MULTIGROUP ANALYSIS OF THE MODERATING ROLE OF CONSUMER Sebuah MULTIGROUP ANALISIS TENTANG PERAN moderator KONSUMEN CHARACTERISTICS ON E-LOYALTY IN THE FINANCIAL SERVICE INDUSTRY KARAKTERISTIK ON E-KESETIAAN DI INDUSTRI JASA KEUANGAN Arne Floh Arne Floh Horst Treiblmaier Horst Treiblmaier Department of Marketing Departemen Pemasaran Department of Information Systems Department of Information Systems Vienna University of Economics Vienna University of Economics Vienna University of Economics Vienna University of Economics and Business Administration dan Administrasi Bisnis and Business Administration dan Administrasi Bisnis
[email protected] Arne.Floh @ wu-wien.ac.at
[email protected] Horst.Treiblmaier @ wu-wien.ac.at ABSTRACT ABSTRAK At first sight the Internet is the ideal medium for carrying out banking activities due to its cost savings potential Pada pandangan pertama Internet adalah media ideal untuk melaksanakan kegiatan perbankan karena potensi penghematan biaya and speed of information transmission. dan kecepatan transmisi informasi. From a technological and cost-driven standpoint it may seem quite logical Dari teknologi dan sudut pandang biaya didorong kelihatannya cukup logis for banks to shift as many banking activities online as possible. bagi bank untuk memindahkan banyak kegiatan perbankan online sebagai mungkin. At the same time, the question of how to foster Pada saat yang sama, pertanyaan tentang bagaimana untuk mengembangkan customer loyalty arises when the relationship between the bank and the user becomes a virtual one. loyalitas pelanggan muncul ketika hubungan antara bank dan pengguna virtual menjadi satu. This paper investigates the importance of antecedents of online loyalty such as trust, quality of the Web site, Tulisan ini meneliti pentingnya kesetiaan online pendahulunya seperti kepercayaan, kualitas situs Web, quality of the service and overall satisfaction. kualitas pelayanan dan kepuasan secara keseluruhan. Rather than investigating which factors drive customers to use online Daripada menyelidiki faktor-faktor yang mendorong pelanggan untuk menggunakan online banking instead of offline banking, this paper addresses the problem of how to keep customers online and loyal to a perbankan bukannya offline perbankan, makalah ini membahas masalah bagaimana untuk mempertahankan pelanggan online dan setia kepada specific supplier. pemasok tertentu.
A survey among more than 2,000 customers of an Austrian online bank was conducted and a structural equation Sebuah survei di antara lebih dari 2.000 pelanggan dari sebuah bank online Austria dilakukan dan persamaan struktural modeling approach was used to gain important insights into how customer retention in the online banking business pendekatan model digunakan untuk mendapatkan wawasan penting bagaimana retensi pelanggan dalam bisnis perbankan online can be ensured. dapat dipastikan. Satisfaction and trust were identified as important antecedents of loyalty. Kepuasan dan kepercayaan yang diidentifikasi sebagai pendahulunya penting kesetiaan. Additionally, the Selain itu, moderating role of consumer characteristics (gender, age, involvement, perceived risk and technophobia) was peran moderator karakteristik konsumen (jenis kelamin, usia, keterlibatan, dianggap risiko dan technophobia) adalah supported by the data. didukung oleh data. Keywords: Loyalty, E-Banking, Structural Equation Modeling, Multigroup Analysis Keywords: Loyalitas, E-Banking, Structural Equation Modeling, Analisis Multigroup 1. 1. Introduction Pendahuluan In order to reap the benefits of having loyal customers and gaining a competitive advantage online, companies Dalam rangka untuk menuai keuntungan memiliki pelanggan setia dan memperoleh keuntungan kompetitif secara online, perusahaan need to develop a thorough understanding of the antecedents of loyalty on the World Wide Web (e-loyalty), such as perlu mengembangkan pemahaman yang menyeluruh dari pendahulunya kesetiaan di World Wide Web (e-kesetiaan), seperti business factors [Bhattacherjee 2001] or personal characteristics [Mägi 2003]. faktor bisnis [Bhattacherjee 2001] atau karakteristik pribadi [Majus 2003]. In order to investigate the importance Dalam rangka untuk menyelidiki pentingnya of e-loyalty, the identification of variables influencing repeat purchasing behavior and word-of-mouth e-loyalitas, identifikasi variabel yang mempengaruhi perilaku pembelian berulang dan kata-of-mulut recommendation is a crucial area of research [Srinivasan et al. 2002]. rekomendasi adalah wilayah penelitian penting [Srinivasan et al. 2002]. This holds especially true for those industries Hal ini berlaku terutama berlaku bagi industri which already depend heavily on their reputations and long-lasting relationships in the offline world, as is the case yang sudah sangat tergantung pada reputasi mereka dan hubungan jangka panjang di dunia offline, seperti pada kasus with the financial sector. dengan sektor keuangan. The widespread adoption of online banking services calls for research investigating those Meluasnya adopsi layanan perbankan online panggilan untuk penelitian yang menyelidiki factors which are responsible for keeping customers loyal. faktor yang bertanggung jawab untuk mempertahankan pelanggan setia. A model explaining the antecedents of loyalty in the online banking industry has to incorporate factors which Sebuah model pendahulunya menjelaskan kesetiaan dalam industri perbankan online untuk memasukkan faktor-faktor yang take into account the characteristics of the industry as well as those of the medium. mempertimbangkan karakteristik industri serta orang-orang dari media. Therefore, we consider Oleh karena itu, kami mempertimbangkan
antecedents such as trust (being important online and offline) and the perceived quality of the Web site (being pendahulunya seperti kepercayaan (yang penting online dan offline) dan kualitas yang dirasakan dari situs Web (sedang important only online). penting hanya online). Besides being topics of scholarly research in the information systems domain, these issues Selain menjadi topik penelitian ilmiah dalam sistem informasi domain, masalah ini have been long discussed in marketing. sudah lama dibahas dalam pemasaran. More than two decades have passed since the concept of relationship Lebih dari dua dekade telah berlalu sejak konsep hubungan marketing was first mentioned in the marketing literature [Berry 1983]. pemasaran pertama kali disebutkan dalam literatur pemasaran [Berry 1983]. Drivers such as intense competition, Driver seperti persaingan yang ketat, demanding customers and enablers such as the Internet are the reason why relationship marketing has increasingly menuntut pelanggan dan enabler seperti Internet adalah alasan mengapa hubungan pemasaran telah semakin attracted the attention of researchers and practitioners alike [Sheth and Parvatiyar 2002]. menarik perhatian para peneliti dan praktisi sama [Sheth dan Parvatiyar 2002]. In relationship marketing Dalam hubungan pemasaran research the concept of customer loyalty plays a central role [Christopher et al . penelitian konsep loyalitas pelanggan memainkan peran sentral [Christopher et al. 2004]. 2004]. The preeminent importance of Pentingnya yang unggul retaining customers is supported by several studies [Chen et al . mempertahankan pelanggan ini didukung oleh beberapa penelitian [Chen et al. 2002], confirming the relevance of customers' 2002], menegaskan relevansi pelanggan ' loyalty to a firm's profitability. kesetiaan pada profitabilitas perusahaan. New forms of online communication offer a host of new and promising opportunities for customer retention on Bentuk-bentuk baru komunikasi online menawarkan berbagai peluang baru yang menjanjikan untuk retensi pelanggan pada the World Wide Web, while at the same time intensifying competition [Vatanasombut et al. 2004]. World Wide Web, sementara pada saat yang sama mengintensifkan persaingan [Vatanasombut et al. 2004]. In particular, this Secara khusus, ini applies to company-controlled communication, giving companies the ability to customize information with regard to berlaku untuk komunikasi yang dikuasai perusahaan, perusahaan memberikan kemampuan untuk menyesuaikan informasi yang berkaitan dengan the individual needs of a particular customer and to optimize the customer's feedback opportunities [Kierzkowski et kebutuhan individu pelanggan tertentu dan untuk mengoptimalkan peluang umpan balik pelanggan [Kierzkowski et al. 1996]. al. 1996]. At the same time, companies also face completely new challenges arising from customer-controlled Pada saat yang sama, perusahaan juga menghadapi tantangan yang sama sekali baru yang timbul dari pelanggan yang dikendalikan Page 97 Page 97 Page 2 Page 2 Floh & Treiblmaier: What Keeps the E-Banking Customer Loyal? Floh & Treiblmaier: Apa Mempertahankan E-Banking Customer Loyal?
Internet communication, such as the growing importance of brand strength, economies of scale and size [Gallaugher Komunikasi internet, seperti semakin pentingnya kekuatan merek, skala ekonomis dan ukuran [Gallaugher 1999]. 1999]. In view of these changed circumstances in the buyer-seller interaction, researchers and practitioners have to Dalam pandangan ini, perubahan keadaan dalam interaksi pembelipenjual, peneliti dan praktisi harus rethink previous concepts of loyalty [Luo and Seyedian 2003/04]. memikirkan kembali konsep-konsep sebelumnya kesetiaan [Luo dan Seyedian 2003/04]. Empirical studies comparing customer satisfaction Membandingkan studi empiris kepuasan pelanggan and loyalty in online and offline environments show substantial differences in terms of customer attitudes and dan kesetiaan di online dan offline lingkungan menunjukkan adanya perbedaan dalam hal sikap pelanggan dan behavior [Shankar et al. 2003]. perilaku [Shankar et al. 2003]. At the same time, the integration of Internet technology into the customer loyalty Pada saat yang sama, integrasi teknologi Internet ke loyalitas pelanggan concept is rarely discussed in the relationship marketing literature [Wirtz and Lihotzky 2003]. Konsep ini jarang dibahas dalam literatur hubungan pemasaran [Wirtz dan Lihotzky 2003]. In the following section we take a look at scholarly literature pertaining to e-banking. Pada bagian berikut kita melihat literatur ilmiah yang berkaitan dengan e-banking. In particular, we Secara khusus, kami concentrate on those papers which have already developed models explaining user behavior in the e-banking berkonsentrasi pada kertas-kertas yang sudah dikembangkan model yang menjelaskan perilaku pengguna dalam e-banking context. konteks. Next, we develop a model investigating the antecedents of e-loyalty, including cognitive and affective Selanjutnya, kita mengembangkan model menyelidiki pendahulunya e-loyalitas, termasuk kognitif dan afektif constructs (trust, satisfaction) and quality aspects (Web site quality, service quality). konstruksi (kepercayaan, kepuasan) dan aspek kualitas (kualitas situs web, kualitas layanan). Additional variables, such as Variabel tambahan, seperti gender or involvement, are hypothesized to have a moderating influence on e-loyalty [Seethamraju 2004]. jenis kelamin atau keterlibatan, yang dihipotesiskan memiliki pengaruh moderat pada e-loyalitas [Seethamraju 2004]. 2. 2. Conceptual Framework and Hypotheses Kerangka konseptual dan Hipotesis While there is a rich body of literature on online financial services and their adoption, little is known about how Sementara ada tubuh yang kaya literatur tentang layanan keuangan online dan adopsi mereka, sedikit yang diketahui tentang bagaimana to keep customers loyal to an online bank. membuat pelanggan setia kepada bank secara online. This section provides an overview of previous e-banking research and Bagian ini memberikan ikhtisar tentang e-banking sebelumnya penelitian dan introduces the concept of loyalty. memperkenalkan konsep kesetiaan. A framework relating loyalty to important antecedents and a number of Sebuah kerangka penting berkaitan kesetiaan kepada pendahulunya dan sejumlah moderating variables is introduced. variabel moderator diperkenalkan. 2.1 The E-Banking Sector 2.1 Sektor E-Banking
Online banking, which can be defined as the provision of information or services by a bank to its customers Online banking, yang dapat didefinisikan sebagai pemberian informasi atau layanan oleh bank kepada para pelanggannya over the Internet [Daniel 1999], has been one of the major developments in the financial service sector in recent melalui Internet [Daniel 1999], telah menjadi salah satu perkembangan utama dalam sektor jasa keuangan dalam beberapa years. tahun. According to a survey conducted by Pew Internet and America Life, online banking has been the fastest Menurut survei yang dilakukan oleh Pew Internet dan Amerika Life, online banking telah menjadi tercepat growing Internet activity in the US over the last five years. aktivitas Internet yang bertumbuh di Amerika Serikat selama lima tahun terakhir. As of November 2004, a total of 53 million Americans Pada November 2004, total 53 juta orang Amerika (44% of all US Internet users) use some form of online banking service [McGann 2005]. (44% dari semua pengguna internet di AS) menggunakan beberapa bentuk layanan perbankan online [McGann 2005]. In Germany the number Di Jerman jumlah of online accounts has increased almost tenfold between 1999 and 2004, with 40% of all accounts now being online account online telah meningkat hampir sepuluh kali lipat antara tahun 1999 dan 2004, dengan 40% dari semua account sekarang sedang online [Association of German Banks 2004]. [Asosiasi Bank Jerman 2004]. A short review of the literature on electronic banking briefly illustrates the major issues that researchers and Tinjauan singkat literatur tentang perbankan elektronik secara singkat menggambarkan isu-isu utama bahwa para peneliti dan practitioners have dealt with in recent years. praktisi telah dibahas dalam beberapa tahun terakhir. Security turned out to be a major obstacle for many customers who Keamanan ternyata menjadi suatu hambatan yang besar bagi banyak pelanggan yang were otherwise willing to switch to the online world [Martin 1998]. yang sebaliknya bersedia untuk beralih ke dunia online [Martin 1998]. Besides assuring customers that their privacy is Selain meyakinkan pelanggan bahwa privasi mereka protected, Hamlet [2000] suggests that banks should not over-animate or clutter their Web sites with too much dilindungi, Hamlet [2000] menunjukkan bahwa bank seharusnya tidak berlebihan bernyawa atau kekacauan situs Web mereka dengan terlalu banyak advertising. periklanan. In addition, care should be taken not to over-personalize the online-experience in order to avoid the Selain itu, harus berhati-hati untuk tidak berlebihan personalisasi pengalaman online untuk menghindari impression that personal financial information is freely available. kesan bahwa informasi keuangan pribadi tersedia secara gratis. Bhattacherjee [2001] uses online banking Bhattacherjee [2001] menggunakan online banking customers to test his expectation-confirmation model of IS continuance. pelanggan untuk menguji harapan-model konfirmasi IS kelangsungannya. His results suggest that users' continuance Hasilnya menunjukkan bahwa pengguna 'kelangsungannya intention is determined by their satisfaction and perceived usefulness of the application. niat ditentukan oleh kepuasan mereka dan dianggap kegunaan dari aplikasi. Table 1 shows a number of Tabel 1 menunjukkan sejumlah
research papers that empirically validate models in the context of e-banking. makalah penelitian model memvalidasi bahwa secara empiris dalam konteks e-banking. Tan and Teo [2000] found that Tan dan Teo [2000] menemukan bahwa attitudinal factors such as Internet experience, the relative advantage of online banking and perceived risk, and sikap faktor seperti pengalaman internet, keuntungan relatif online perbankan dan dianggap risiko, dan perceived behavioral control factors predict the intention to adopt Internet banking services. faktor kontrol perilaku dirasakan memprediksi niat untuk mengadopsi layanan perbankan internet. The survey by Survei oleh Karjaluoto et al. [2002] showed that prior experience with computers and technology as well as people's attitudes Karjaluoto et al. [2002] menunjukkan bahwa pengalaman sebelumnya dengan komputer dan teknologi serta sikap masyarakat toward computers influences both their attitude toward online banking and their actual behavior. terhadap pengaruh komputer baik sikap mereka terhadap online banking dan perilaku mereka yang sebenarnya. Mukherjee and Mukherjee dan Nath [2003] found that communication had a moderate influence on trust, while opportunistic behavior had a Nath [2003] menemukan bahwa komunikasi memiliki pengaruh moderat kepercayaan, sementara perilaku oportunistik memiliki significant negative effect and trust in general led to a higher level of commitment in online banking. efek negatif yang signifikan dan kepercayaan pada umumnya mengarah ke tingkat yang lebih tinggi komitmen dalam online banking. Information Informasi sharing and distrust in the Internet were identified as the two major drawbacks for Thai Internet banking adoption by berbagi dan ketidakpercayaan di Internet telah diidentifikasi sebagai dua kekurangan utama untuk Thai adopsi internet banking oleh Rotchanakitumnuai and Speece [2004]. Rotchanakitumnuai dan Speece [2004]. Based on a survey amongst Finnish banking customers, Pikkarainen et al. Berdasarkan survei perbankan Finlandia antara pelanggan, Pikkarainen et al. [2004] found perceived usefulness and information on online banking on the Web site to be the main drivers for the [2004] menemukan dirasakan manfaat dan informasi tentang perbankan online di situs Web menjadi penggerak utama bagi acceptance of online banking. penerimaan online banking. A recent study by Lassar et al. [2005] showed that Internet related innovativeness is Sebuah studi baru-baru ini oleh Lassar et al. [2005] menunjukkan bahwa Internet adalah inovasi yang terkait positively related to the adoption of online banking. positif terkait dengan adopsi online perbankan. With the number of online banking consumers steadily increasing, the focus of attention shifts from enticing Dengan jumlah konsumen perbankan online terus meningkat, fokus perhatian bergeser dari menggoda customers to the online world to retaining them. pelanggan ke dunia online untuk mempertahankan mereka. While the focus of the aforementioned papers lies on offline versus Meskipun fokus dari makalah tersebut terletak di offline versus online, this paper deals with the problem of how to keep a customer online and loyal to a specific supplier. online, makalah ini berkaitan dengan masalah bagaimana untuk mempertahankan pelanggan online dan setia kepada pemasok tertentu.
Therefore, we analyze which antecedents might induce customers to stay with a particular online bank instead of Oleh karena itu, kami menganalisis yang pendahulunya mungkin mendorong pelanggan untuk tinggal dengan bank online tertentu, bukan switching suppliers. switching pemasok. We will start discussing our model by referring to the concept of loyalty, which has been Kita akan mulai membahas model kita dengan mengacu pada konsep kesetiaan, yang telah investigated extensively in the offline world. diselidiki secara ekstensif di dunia offline. 2.2 Loyalty 2,2 Loyalitas The concept of loyalty is defined from three different angles. Konsep kesetiaan didefinisikan dari tiga sudut yang berbeda. Besides discussing previous research to Selain membahas riset sebelumnya untuk conceptualize the construct, we present a structural definition of loyalty and introduce our framework for measuring konsep yang membangun, kami menyajikan definisi struktural kesetiaan dan memperkenalkan kerangka kerja untuk mengukur kami important antecedents of loyalty in an online context. pendahulunya penting kesetiaan dalam konteks online. Page 98 Page 98 Page 3 Halaman 3 Journal of Electronic Commerce Research, VOL 7, NO.2, 2006 Journal of Electronic Commerce Research, Vol 7, No.2, 2006 2.2.1 Behavioral and Attributional Definitions 2.2.1 Perilaku dan atribusi Definisi The modeling of loyalty has a long tradition in academic literature research [Jacoby and Knyer 1973]. Modeling kesetiaan yang memiliki tradisi panjang dalam sastra akademis penelitian [Jacoby dan Knyer 1973]. The Itu majority of early studies define loyalty as the repeat purchasing of a particular service or product [Homburg and Sebagian besar penelitian awal mendefinisikan loyalitas sebagai pembelian ulang layanan tertentu atau produk [Homburg dan Giering 2001]. Giering 2001]. This approach has been long criticized by numerous scholars for the missing differentiation between Pendekatan ini telah lama dikritik oleh banyak sarjana yang hilang pembedaan antara true and spurious loyalty: "The key point is that these spurious loyalty buyers lack any attachment to brand benar dan palsu kesetiaan: "Kuncinya adalah bahwa pembeli kesetiaan palsu ini kurangnya lampiran untuk merek attributes, and they can be immediately captured by another brand that offers a better deal…" [Day 1969]. In order atribut, dan mereka dapat segera ditangkap oleh merek lain yang menawarkan kesepakatan yang lebih baik ... "[Hari 1969]. Dalam rangka to avoid the pitfall of equating repeat purchasing with loyalty, the combination of attitudinal and behavioral untuk menghindari perangkap dari pembelian repeat menyamakan dengan kesetiaan, kombinasi dari sikap dan perilaku attributes is recommended [Grisaffe 2001]. atribut ini direkomendasikan [Grisaffe 2001]. This paper therefore applies a two-dimensional conceptualization of Oleh karena itu makalah ini berlaku dua dimensi konseptualisasi loyalty consisting of both attitudinal and behavioral elements, with recommendation and repeat purchasing acting as kesetiaan yang terdiri dari kedua sikap dan perilaku elemen, dengan rekomendasi dan ulangi pembelian bertindak sebagai sub-dimensions of the construct. sub-dimensi dari membangun.
Table 1: Models in E-Banking Literature Tabel 1: Model di E-Banking Sastra Author Author Endogenous Variables Variabel endogen Exogenous Variables Variabel eksogen Tan and Teo [2000] Tan dan Teo [2000] Intention to Use Internet Niat untuk Gunakan Internet Banking Service Banking Attitudes Sikap Subjective Norms Norma subjektif Perceived Behavioral Control Perceived Behavioral Control Karjaluoto et al. [2002] Karjaluoto et al. [2002] Attitude Toward Internet Sikap Terhadap Internet Banking Perbankan Internet Banking Usage Penggunaan Internet Banking Prior Computer Experience Sebelum Komputer Pengalaman Prior Technological Experience Teknologi Sebelum Pengalaman Personal Banking Experience Personal Banking Pengalaman Reference Group Influence Pengaruh Kelompok Referensi Mukherjee and Nath [2003] Commitment Mukherjee dan Nath [2003] Komitmen Trust Percaya Shared Value Shared Value Communication Komunikasi Opportunistic Behavior Perilaku oportunistik Rotchanakitumnuai and Rotchanakitumnuai dan Speece [2004] Speece [2004] Internet Banking Internet Banking Adoption Adopsi Web Benefits (Information Quality, Information Web Manfaat (Kualitas Informasi, Informasi Accessibility, Information Sharing, Transaction Benefit) Aksesibilitas, Berbagi Informasi, Transaksi Benefit) Web Barriers (Organization Barrier, Trust, Legal Web Hambatan (Barrier Organisasi, Kepercayaan, Hukum Support) Support) Pikkarainen et al. [2004] Pikkarainen et al. [2004] Online Banking Use Online Banking Gunakan Perceived Usefulness Dirasakan Kegunaan Perceived Ease of Use Dianggap Kemudahan Penggunaan Perceived Enjoyment Kenikmatan dirasakan Information on Online Banking Informasi mengenai Online Banking Security and Privacy Keamanan dan Privasi Quality of Internet Connection Kualitas Internet Connection Lassar et al. [2005] Lassar et al. [2005] Online Banking Adoption Consumer Innovativeness Online Banking Adopsi inovasi Konsumen Personal Characteristics Karakteristik pribadi
2.2.2 Dispositional Definition 2.2.2 Definisi Dispositional The positive outcomes of loyalty have been the subject of several theoretical articles and empirical studies. Hasil positif kesetiaan telah menjadi subyek dari beberapa artikel teoritis dan studi empiris. Reichheld and Sasser [1990] found that reducing defections by 5% yields improvements in profitability of 20% to Reichheld dan Sasser [1990] menemukan bahwa mengurangi pembelotan sebesar 5% menghasilkan peningkatan profitabilitas 20% 85%. 85%. When Reichheld and Schefter [2000] analyzed customer life-cycle economics in several e-commerce sectors Ketika Reichheld dan Schefter [2000] analisis siklus-hidup pelanggan ekonomi di beberapa sektor e-commerce (eg online selling of books, groceries and consumer electronics) they found that on the Internet the same rules (misalnya online menjual buku, bahan makanan dan elektronik konsumen) mereka menemukan bahwa di Internet aturan yang sama apply as in the offline world. berlaku seperti dalam dunia offline. Early losses, which are caused by expenses for acquiring new customers, are followed Awal kerugian, yang disebabkan oleh biaya untuk memperoleh pelanggan baru, yang diikuti by rising profits, caused by a higher willingness to pay and more tolerance on the part of the customer if problems oleh meningkatnya laba, disebabkan oleh kesediaan untuk membayar lebih tinggi dan lebih toleransi pada pihak pelanggan jika masalah occur [Zeithaml et al. 1996]. terjadi [Zeithaml et al. 1996]. In fact, the success of several online companies is attributed to their high ratio of repeat Pada kenyataannya, keberhasilan beberapa perusahaan online tersebut diberikan untuk rasio tinggi mereka ulangi sales [Gefen 2002]. penjualan [Gefen 2002]. Amazon.com, for example, generated 66% of its sales from purchases made by returning Amazon.com, misalnya, menghasilkan 66% dari penjualan dari pembelian yang dilakukan dengan kembali customers a couple of years ago already [The Economist 2000]. pelanggan beberapa tahun yang lalu sudah [The Economist 2000]. Loyal customers are also more inclined to Pelanggan setia juga lebih cenderung untuk recommend an online service provider to other customers [Heskett et al. 1994]. merekomendasikan penyedia layanan online pelanggan lain [Heskett et al. 1994]. Referrals increase the customer base Arahan meningkatkan basis pelanggan by lowering the costs of attracting new ones [Reichheld 1996]. dengan menurunkan biaya menarik baru [Reichheld 1996]. 2.2.3 Structural Definition 2.2.3 Definisi Struktural The structural definition of a construct describes the way in which it is linked to other variables [Bagozzi 1984]. Definisi struktural yang membangun menggambarkan cara yang dikaitkan dengan variabel lain [Bagozzi 1984]. Our model, which describes loyalty as the endogenous variable, includes one exogenous (Web site quality), three Model kita, yang menggambarkan loyalitas sebagai variabel endogen, termasuk satu eksogen (kualitas situs web), tiga mediating (service quality, overall satisfaction, trust) and five moderating variables (gender, age, involvement, menengahi (kualitas layanan, kepuasan secara keseluruhan, kepercayaan) dan lima variabel moderating (gender, umur, keterlibatan,
variety seeking behavior, technophobia) and can be seen in Figure 1. mencari berbagai perilaku, technophobia) dan dapat dilihat pada Gambar 1. Taking into consideration psychological Mempertimbangkan psikologis attributes of customers such as involvement or technophobia is crucial when measuring loyalty [Mägi 2003]. atribut pelanggan seperti keterlibatan atau technophobia sangat penting ketika mengukur loyalitas [Majus 2003]. In the Dalam following sections all influencing variables will be described briefly. bagian berikut semua variabel yang mempengaruhi akan diuraikan secara singkat. Page 99 Page 99 Page 4 Halaman 4 Floh & Treiblmaier: What Keeps the E-Banking Customer Loyal? Floh & Treiblmaier: Apa Mempertahankan E-Banking Customer Loyal? Satisfaction can be defined as a post-choice evaluative judgment concerning a specific purpose decision [Oliver Kepuasan dapat didefinisikan sebagai pilihan pasca penilaian evaluatif mengenai keputusan tujuan tertentu [Oliver 1979] and is mostly used as part of the confirmation/disconfirmation paradigm [Oliver and Svan 1989]. 1979] dan banyak digunakan sebagai bagian dari konfirmasi / disconfirmation paradigma [Oliver dan Svan 1989]. Although in Meskipun dalam previous models customer satisfaction is solely seen as the result of cognitive processes, recent studies and model-model sebelumnya kepuasan pelanggan adalah semata-mata dipandang sebagai hasil dari proses kognitif, studi terbaru dan conceptualizations suggest that affections contribute to the explanation and prediction of customer satisfaction konseptualisasi menyarankan bahwa kasih sayang berkontribusi pada penjelasan dan prediksi kepuasan pelanggan [Fornell and Wernerfelt 1987, Homburg and Giering 2001]. [Fornell dan Wernerfelt 1987, Homburg dan Giering 2001]. Furthermore, several authors have argued that Selain itu, beberapa penulis berpendapat bahwa satisfaction is based on the customer's cumulative experience rather than being a transaction-specific phenomenon kepuasan didasarkan pada pengalaman kumulatif pelanggan bukannya transaksi fenomena spesifik [Anderson et al. 1994, Bayus 1992]. [Anderson et al. 1994, Bayus 1992]. Especially in the context of the relationship between loyalty and satisfaction, Terutama dalam konteks hubungan antara loyalitas dan kepuasan, conceptualizing satisfaction with a single transaction is too restrictive [Homburg and Giering 2001]. konseptualisasi kepuasan dengan satu transaksi terlalu membatasi [Homburg dan Giering 2001]. Dissatisfaction Ketidakpuasan with a single transaction does not lead to customer switching, neither does one satisfying transaction result in long- dengan satu transaksi tidak menyebabkan pelanggan beralih, begitu juga salah satu hasil transaksi yang memuaskan panjang term loyalty. Istilah kesetiaan. For measuring satisfaction we therefore used a single item and asked the respondents to state their Untuk mengukur kepuasan karena itu kita menggunakan item tunggal dan meminta responden untuk menyatakan overall level of satisfaction [Kettinger and Lee 1994]. keseluruhan tingkat kepuasan [Kettinger dan Lee 1994].
With an increasing number of customers being online, the importance of Web sites for influencing purchasing Dengan peningkatan jumlah pelanggan yang online, pentingnya situs Web untuk mempengaruhi pembelian decisions is rising steadily. keputusan naik terus. Measuring the quality of Web sites from a user's perspective enables companies to take Mengukur kualitas situs Web dari perspektif pengguna memungkinkan perusahaan untuk mengambil corrective actions, develop an appropriate e-business strategy, and improve their operations [Ganapathy et al. 2004, tindakan perbaikan, mengembangkan e-bisnis sesuai strategi, dan meningkatkan operasi mereka [Ganapathy et al. 2004, Seethamraju 2004]. Seethamraju 2004]. Service quality and Web site quality are incorporated into our structural model to account for Kualitas pelayanan dan kualitas situs Web dimasukkan ke dalam model struktural untuk memperhitungkan the above-mentioned distinction between cumulative and transaction-specific experiences. disebutkan di atas perbedaan antara transaksi kumulatif dan pengalaman khusus. Whereas service quality Sedangkan kualitas pelayanan and Web site quality are supposed to measure the perceived transaction quality on a cognitive basis, overall dan kualitas situs Web yang seharusnya untuk mengukur kualitas transaksi yang dirasakan pada dasar kognitif, secara keseluruhan satisfaction refers to the cumulative experience based on an affective component. kepuasan mengacu pada pengalaman kumulatif berdasarkan komponen afektif. It is important to mention that Penting untuk menyebutkan bahwa service quality and overall satisfaction implicitly include issues such as price perception, which is usually only felt kualitas pelayanan dan kepuasan secara keseluruhan secara implisit mencakup isu-isu seperti persepsi harga, yang biasanya hanya merasa rather than objectively measurable. bukan diukur secara obyektif. This can be argued by the complex and constantly changing pricing system in Ini dapat dikatakan oleh kompleks dan terus-menerus mengubah sistem harga the banking industry, which makes it hard for the average customer to determine the overall costs of the banking industri perbankan, yang membuat sulit bagi pelanggan ratarata untuk menentukan biaya keseluruhan perbankan product. produk. We therefore hypothesize that service quality and Web site quality positively influence perceived overall Karena itu kami berhipotesis bahwa kualitas pelayanan dan kualitas situs Web yang dirasakan positif mempengaruhi keseluruhan satisfaction (H1, H2). kepuasan (H1, H2). Additionally, we assume a positive effect of perceived Web site quality and service quality on Selain itu, kita asumsikan efek positif yang dirasakan situs Web mutu dan kualitas pelayanan pada trust (H3, H4). kepercayaan (H3, H4). Finally, Web site quality can be seen as an antecedent of service quality (H5). Akhirnya, kualitas situs web dapat dilihat sebagai sebuah anteseden kualitas pelayanan (H5). As the services Sebagai layanan marketing literature suggests, customers who are not satisfied with the basic services of the organization are likely to literatur pemasaran menunjukkan, pelanggan yang tidak puas dengan pelayanan dasar organisasi cenderung seek to satisfy their needs elsewhere [Gruen 1995]. berusaha untuk memenuhi kebutuhan mereka di tempat lain [Gruen 1995]. Consistent with Bitner [1990] and Rust et al. [1995] we Konsisten dengan Bitner [1990] dan Rust et al. [1995] kami
hypothesize a positive impact of customer satisfaction on customer loyalty (H6). berhipotesis dampak positif dari kepuasan pelanggan pada loyalitas pelanggan (H6). Trust can be defined as the willingness to rely on an exchange partner in whom one has confidence [Moormann Kepercayaan dapat didefinisikan sebagai kemauan untuk mengandalkan mitra dalam suatu pertukaran yang satu memiliki keyakinan [Moormann et al. 1992]. et al. 1992]. It is an important antecedent in most models dealing with relationships that include loyalty or Ini adalah penting dalam kebanyakan model yg di atas berurusan dengan hubungan yang mencakup loyalitas atau satisfaction as dependent variables [Schaupp and Bélanger 2005]. kepuasan sebagai variabel dependen [Schaupp dan Belanger 2005]. Bryant et al. [2002] state that "trust is an Bryant et al. [2002] menyatakan bahwa "kepercayaan adalah important consideration in the development and fostering of e-Commerce relationships in the context of the pertimbangan penting dalam pengembangan dan pembinaan hubungan e-Niaga dalam konteks knowledge-based economy". Lowering perceived risks associated with online transactions as well as maintaining ekonomi berbasis pengetahuan. dirasakan Menurunkan risiko yang terkait dengan transaksi online serta mempertahankan transaction trust are vital keys to attracting and retaining customers [Verhagen and Tan 2004]. transaksi kepercayaan adalah kunci penting untuk menarik dan mempertahankan pelanggan [Verhagen dan Tan 2004]. Following Morgan Mengikuti Morgan and Hunt [1994], we hypothesize a positive effect of trust on loyalty (H7). dan Hunt [1994], kita berhipotesis efek positif kepercayaan pada kesetiaan (H7). Service Layanan Quality (SQ) Quality (SQ) Service Layanan Quality (SQ) Quality (SQ) Web site Situs web Quality (WQ) Kualitas (WQ) Web site Situs web Quality (WQ) Kualitas (WQ) Loyalty (LOY) Loyalitas (Loy) Trust (TR) Trust (TR) Overall Secara keseluruhan Satisfaction Kepuasan (OSAT) (OSAT) Overall Secara keseluruhan Satisfaction Kepuasan (OSAT) (OSAT) HH 11 [+] [+] HH 77 [+] [+] HH 66
[+] [+] HH 55 [+] [+] HH 44 [+] [+] HH 33 [+] [+] HH 22 [+] [+] MODERATOR VARIABLES MODERATOR VARIABEL Gender Jender Age Usia Involvement Keterlibatan Variety Seeking Behavior Variety Seeking Behavior Technophobia Technophobia Figure 1: Antecedents of Loyalty Gambar 1: pendahulunya Kesetiaan Page 100 Page 100 Page 5 Halaman 5 Journal of Electronic Commerce Research, VOL 7, NO.2, 2006 Journal of Electronic Commerce Research, Vol 7, No.2, 2006 Based on previous research we included gender, age, involvement, variety seeking behavior, and technophobia Berdasarkan penelitian sebelumnya kita termasuk jenis kelamin, usia, keterlibatan, berbagai perilaku mencari, dan technophobia as moderators in our model. sebagai moderator dalam model kami. The impact of gender on buying behavior in an offline environment has been the focus Dampak gender pada perilaku pembelian dalam lingkungan offline telah menjadi fokus of attention in numerous scholarly papers [Jasper and Lan 1992, Slama and Tashlian 1985, Zeithaml 1985]. perhatian dalam berbagai scholarly papers [Jasper dan Lan 1992, slama dan Tashlian 1985, Zeithaml 1985]. Slama Slama and Tashlian [1985] found that women are more involved in purchasing activities and more heavily influenced by dan Tashlian [1985] menemukan bahwa perempuan lebih terlibat dalam kegiatan pembelian dan lebih banyak dipengaruhi oleh personal interactions than men. interaksi pribadi daripada pria. Although similar gender studies in an online environment are difficult to find, we Meskipun serupa studi gender dalam lingkungan online sulit untuk menemukan, kita hypothesize that gender plays a moderating role on the Internet, too. berhipotesis bahwa gender memainkan peran moderat di Internet, juga. Age is another popular demographic Umur adalah demografis populer lainnya characteristic in previous consumer studies. karakteristik studi konsumen sebelumnya. Most of the studies focus on the differences in people's information- Sebagian besar penelitian fokus pada perbedaan informasi pada orang -
processing abilities [Gilly and Zeithaml 1985, Roedder and Cole 1986]. kemampuan pengolahan [Gilly dan Zeithaml 1985, Roedder dan Cole 1986]. Gilly and Zeithaml [1985] found that our Gilly dan Zeithaml [1985] menemukan bahwa kita capability to process information declines with age. kemampuan untuk memproses informasi akan menurun seiring dengan usia. Similar to Homburg and Giering [2001], we suggest a negative Serupa dengan Homburg dan Giering [2001], kami sarankan negatif moderating role of age on Web site quality, service quality and satisfaction. peran moderator usia di situs Web kualitas, kualitas layanan dan kepuasan. Involvement can be defined as the degree of personal relevance of an object, product or service to a customer Keterlibatan dapat didefinisikan sebagai tingkat relevansi pribadi suatu objek, produk atau jasa kepada pelanggan and affects customer behavior in a number of ways [Beatty et al. 1988, Zaichkovsky 1985, Barki and Hartwick dan mempengaruhi perilaku pelanggan dalam berbagai cara [Beatty et al. 1988, Zaichkovsky 1985, Barki dan Hartwick 1989]. 1989]. Bloemer et al. [1996] state that the level of customer involvement with the product must be considered when Bloemer et al. [1996] menyatakan bahwa tingkat keterlibatan konsumen dengan produk harus dipertimbangkan ketika measuring customer retention. mengukur retensi pelanggan. We therefore perceive involvement as an important moderating variable in both the Karena itu kami menganggap keterlibatan sebagai variabel moderat yang penting baik dalam offline and the online world. offline dan dunia online. McAllister and Pessemier [1982] provided an interdisciplinary review of variety seeking behavior. McAllister dan Pessemier [1982] memberikan kajian interdisipliner mencari berbagai perilaku. They divided Mereka dibagi the explanations into two groups, namely (a) derived motivation, in which varied behavior is the result of some other penjelasan menjadi dua kelompok, yaitu (a) diturunkan motivasi, di mana berbagai perilaku merupakan hasil dari beberapa lain motivation such as multiple uses, and (b) direct motivation, in which varied behavior is the result of a desire for motivasi seperti banyak menggunakan, dan (b) motivasi langsung, di mana berbagai perilaku merupakan hasil dari keinginan untuk change per se due to interpersonal or intrapersonal motives. perubahan per se karena motif interpersonal atau intrapersonal. In line with Homburg and Giering [2001], who found Sejalan dengan Homburg dan Giering [2001], yang menemukan that variety seeking behavior moderates “offline” customer retention, we take into account the importance of variety bahwa berbagai perilaku mencari moderat "offline" retensi pelanggan, kami mempertimbangkan pentingnya berbagai seeking in the online world. mencari di dunia online. Following Dekimpe et al. Berikut Dekimpe et al. [2000], technological risk has to be added to the list of variables negatively [2000], risiko teknologi harus ditambahkan ke daftar variabel negatif influencing the perception of risk. mempengaruhi persepsi risiko. Many users are overwhelmed by the technological complexity of computers Banyak pengguna yang kewalahan oleh kompleksitas teknologi komputer leading to a low level of self-efficacy [Thatcher and Perrewe 2002]. mengarah ke tingkat yang rendah efektivitas diri [Thatcher dan Perrewe 2002]. This renders consumers less open to innovative Hal ini membuat konsumen kurang terbuka untuk inovatif
technology-related products and may lead to an aversion to sophisticated products or technologies. produk yang terkait dengan teknologi dan bisa mengakibatkan keengganan untuk produk atau teknologi canggih. This behavior Perilaku can be described as technophobia [Mitchell 1994], which we hypothesize to have a negative moderating effect on dapat digambarkan sebagai technophobia [Mitchell 1994], yang kami berhipotesis memiliki efek moderator negatif loyalty in the electronic banking sector. kesetiaan di sektor perbankan elektronik. 3. 3. Research Methodology and Data Metodologi Penelitian dan Data According to Kierzkowski et al. Menurut Kierzkowski et al. [1996], the online banking and finance industry has a high potential for [1996], online industri perbankan dan keuangan memiliki potensi tinggi untuk building individual relationships on the World Wide Web. membangun hubungan individu di World Wide Web. We therefore selected the customers of a pure DotCom Karena itu kami memilih pelanggan DotCom murni bank as our universe. bank sebagai alam semesta kita. The following sections discuss in detail the methodology of the survey and the development of Bagian berikut membahas secara rinci metodologi survei dan pengembangan the measurement instrument. instrumen pengukuran. 3.1 Sample and Data Collection 3,1 Sampel dan Pengumpulan Data The survey was conducted in cooperation with the largest Austrian online bank, which mailed a questionnaire to Survei ini dilakukan dengan bekerja sama dengan bank online terbesar Austria, yang mengirimkan kuesioner untuk 7,500 randomly selected customers. 7.500 pelanggan yang dipilih secara acak. The scope of the study was explained in a cover letter and an enclosed return Ruang lingkup dari studi ini adalah dijelaskan dalam surat lamaran dan tertutup kembali envelope guaranteed the anonymity of the results. amplop menjamin kerahasiaan hasil. After three weeks a total of 2,253 respondents (30.04 %) had Setelah tiga minggu total 2.253 responden (30,04%) telah replied, of which 178 questionnaires had more than 10% missing values and were excluded from further analyses. menjawab, dari 178 kuesioner yang telah lebih dari 10% hilang nilai-nilai dan dikeluarkan dari analisa lebih lanjut. Missing EM-Algorithm was used for data imputation for the remaining 2,075 data records, leading to a final Hilang EM-Algorithm digunakan untuk perhitungan data untuk data yang tersisa 2.075, menuju akhir response rate of 27.67%. tingkat respons 27,67%. Demographic characteristics of the respondents are listed in the appendix. Karakteristik demografi responden tercantum dalam lampiran. We compared Kami membandingkan the characteristics of our sample to those of the universe of Austrian Internet users published by the Austrian karakteristik sampel kami kepada mereka dari alam semesta Austria pengguna Internet yang diterbitkan oleh Austria Internet Monitor [2005] and found no statistically significant differences. Internet Monitor [2005] dan tidak menemukan perbedaan yang signifikan secara statistik. Furthermore, T-tests showed no significant Selanjutnya, T-tes menunjukkan tidak signifikan
difference between early and late respondents, which otherwise could be seen as an indicator for a non-response bias perbedaan antara awal dan akhir responden, yang jika tidak bisa dilihat sebagai indikator bagi non-respon bias in quantitative surveys [Armstrong and Overton 1977]. dalam survei kuantitatif [Armstrong dan Overton 1977]. As non-normality of data occurred in the data file, we used Sebagai non-normalitas data terjadi pada data file, kami menggunakan bootstrapping for testing the effects of non-normal distributed variables on our structural equation model [Efron and bootstrap untuk menguji efek non-terdistribusi normal variabel pada model persamaan struktural kami [Efron dan Tibishiran, 1993]. Tibishiran, 1993]. The analyses produced no significant changes in parameter estimation. Analisis tidak menghasilkan perubahan signifikan dalam estimasi parameter. Finally, the data were split Akhirnya, data tersebut dibagi randomly into two sub-samples (n1 = 1,015, n2 = 1,060). acak ke dalam dua sub-sampel (n1 = 1.015, n2 = 1.060). Sample 1 serves as the calibration sample on which the Sampel 1 berfungsi sebagai sampel kalibrasi di mana initially hypothesized model is tested and on which the post-hoc analysis was conducted. awalnya model hipotesis yang diuji dan pasca-hoc dilakukan analisis. Afterwards, the validity of Setelah itu, validitas the structure of the final model was tested based on sample 2. struktur model terakhir diuji berdasarkan sampel 2. 3.2 Measures Ukuran 3,2 Empirically validated scales were adapted to the context of the study and used to measure the respective Divalidasi secara empiris skala yang disesuaikan dengan konteks penelitian dan digunakan untuk mengukur masing-masing constructs. konstruksi. All items are listed in Appendix B. Additionally, a confirmatory factor analysis was used to assess Semua item yang tercantum dalam Lampiran B. Selain itu, seorang analisis faktor konfirmasi ini digunakan untuk menilai construct measurement. menyusun pengukuran. Four items were removed after the analysis based on inadequate factor loadings and Empat entri telah dihapus setelah analisis berdasarkan faktor memadai loadings dan theoretical arguments. argumen teoritis. A 6-point Likert scale was used to measure all items. A 6-poin skala Likert digunakan untuk mengukur semua item. In the case of Web site quality, item Dalam kasus kualitas situs Web, item parceling was used to reduce the total of 15 items to three subscales (design, structure and content). pembagian digunakan untuk mengurangi total 15 item untuk tiga sub (desain, struktur dan isi). Page 101 Page 101 Page 6 Halaman 6 Floh & Treiblmaier: What Keeps the E-Banking Customer Loyal? Floh & Treiblmaier: Apa Mempertahankan E-Banking Customer Loyal? A comprehensive pretest, including qualitative interviews and focus groups with customers, was carried out to Pretest komprehensif, termasuk wawancara kualitatif dan kelompok fokus dengan para pelanggan, dilakukan untuk ensure the understandability of the items. menjamin understandability dari item. In total, 18 persons of different gender, age and educational backgrounds Secara keseluruhan, 18 orang-orang yang berbeda jenis kelamin, umur dan latar belakang pendidikan
were asked to fill out the questionnaire and, at the same time, to comment on the questions. diminta untuk mengisi kuesioner dan, pada saat yang sama, untuk mengomentari pertanyaan. Their comments were Komentar-komentar mereka written down and led to a complete revision of the questionnaire in order to increase its understandability. ditulis dan mengarah ke revisi lengkap kuesioner dalam rangka untuk meningkatkan understandability. 4. 4. Results Hasil In the following sections we report the results of our survey. Pada bagian berikutnya kita melaporkan hasil survei kami. First, the measurement model is evaluated and Pertama, model pengukuran dievaluasi dan local fit indices are discussed. indeks cocok lokal dibahas. Second, the standard regression weights and global fit indices for both samples are Kedua, regresi standar sesuai bobot dan global indeks untuk kedua sampel given. diberikan. Finally, we present the multigroup analyses based on the respective indicator variables and the latent mean Akhirnya, kami menyajikan analisis multigroup didasarkan pada indikator masing-masing variabel dan maksud laten structures. struktur. 4.1 Measurement Assessment 4,1 Pengukuran Penilaian Prior to assessing the fit of the global model, it is necessary to check the quality of the construct measurement. Sebelum menilai fit dari model global, perlu untuk memeriksa kualitas pengukuran konstruksi. This was done by following the standard procedures for scale development and assessment postulated by Anderson Ini dilakukan dengan mengikuti prosedur standar untuk pengembangan dan penilaian skala yang didalilkan oleh Anderson and Gerbing [1988]. dan Gerbing [1988]. Positive factor loadings are a necessary condition for adequate construct measurement. Loadings faktor positif adalah syarat mutlak untuk membangun pengukuran yang memadai. As can be seen in Table Seperti dapat dilihat pada Tabel 2, the indicator reliability of all items exceeds .4 [Bagozzi and Baumgartner 1994], and the factor reliability is higher 2, keandalan indikator melebihi semua item ,4 [Bagozzi dan Baumgartner 1994], dan faktor keandalan yang lebih tinggi than .6 [Bagozzi and Yi 1988]. daripada ,6 [Bagozzi dan Yi 1988]. Table 2: Local Fit Indices Tabel 2: Lokal Fit Indices Latent Variable Variabel laten Item Name Indicator Reliability T-Values Factor Reliability AVE FLR Nama Item Indicator T-Nilai Reliabilitas Reliabilitas Faktor AVE FLR xx 11 0.708 0,708 --- --xx 22 0.590 0,590 20.102 20,102 Web Site Quality (WQ) Kualitas Situs web (WQ) xx
33 0.451 0,451 20.872 20,872 0.93 0,93 0.74 0.52 0,74 0,52 yy 11 0.636 0,636 30.856 30,856 yy 22 0.679 0,679 32.465 32,465 yy 33 0.816 0,816 37.955 37,955 yy 44 0.767 0,767 35.953 35,953 Service Quality (SQ) Service Quality (SQ) yy 55 0.776 0,776 --- --0.87 0,87 0.69 0.52 0,69 0,52 yy 77 0.798 0,798 25.551 25,551 yy 88 0.849 0,849 26.008 26,008 Trust (TR) Trust (TR) yy 99 0.470 0,470 --- --0.80 0,80 0.58 0.57 0,58 0,57 yy 10 10 0.520 0,520
--- --Loyalty (LOY) Loyalitas (Loy) yy 11 11 0.821 0,821 27.963 27,963 0.70 0,70 0.55 0.56 0,55 0,56 Alternative measures of how well a construct is measured by its indicators are the average variance extracted Alternatif pengukuran performa membangun diukur oleh indikator adalah rata-rata varians diekstraksi [Anderson and Gerbing 1988] and the Fornell-Larcker Ratio [Fornell and Larcker 1981]. [Anderson dan Gerbing 1988] dan Fornell-Larcker Rasio [Fornell dan Larcker 1981]. Values greater than 0.5 for Nilai lebih besar dari 0,5 untuk the average variance extracted and lower than 1 for the Fornell-Larcker Ratio are recommended [Bagozzi and Yi varians rata-rata diekstrak dan lebih rendah dari 1 untuk Fornell-Larcker Rasio disarankan [Bagozzi dan Yi 1988]. 1988]. In this study, all of the mentioned fit indices meet the recommended levels. Dalam studi ini, semua indeks yang disebutkan cocok memenuhi level yang direkomendasikan. Further analyses can be Analisis lebih lanjut dapat conducted as values suggest strong construct and discriminant validity. dilakukan sebagai kuat menyarankan nilai-nilai membangun dan validitas diskriminan. 4.2 Model Testing 4,2 Model Pengujian Structural Equation Modeling (SEM) appears to be the best available statistical technique for testing the Structural Equation Modeling (SEM) muncul untuk menjadi yang terbaik teknik statistik yang tersedia untuk menguji hypotheses since it includes the indirect effects of one latent variable on another [Nidumolou 1989]. hipotesis karena efek tidak langsung termasuk salah satu variabel laten lain [Nidumolou 1989]. In Figure 2 an Pada Gambar 2 yang overview of the hypothesized effects is given and all parameters are labeled. ikhtisar efek hipotesis diberikan dan semua parameter diberi label. As was discussed in previous sections, Seperti yang telah dibahas dalam bagian sebelumnya, we hypothesize that loyalty (LOY) is positively influenced by overall satisfaction (OSAT) (H6) and trust (H7), kita berhipotesis bahwa kesetiaan (Loy) adalah positif dipengaruhi oleh kepuasan keseluruhan (OSAT) (H6) dan kepercayaan (H7), which are in turn affected by Web site quality (WQ) and service quality (SQ) (H1 – H4). yang pada gilirannya dipengaruhi oleh kualitas situs Web (WQ) dan kualitas layanan (SQ) (H1 - H4). Additionally, the quality of Selain itu, kualitas a Web site affects the perception of service quality (H5). situs Web mempengaruhi persepsi kualitas layanan (H5). AMOS 5.0 was used to estimate the main effects. AMOS 5,0 digunakan untuk memperkirakan efek utama. Table 3 shows the standardized regression weights with their Tabel 3 menunjukkan regresi standar bobot dengan relevant t-values for both samples, all of which are significant (p<.01), supporting all hypotheses. t-nilai yang relevan untuk kedua sampel, yang semuanya signifikan (p <.01), mendukung semua hipotesis. Loyalty is Kesetiaan
therefore significantly affected by satisfaction and trust. Oleh karena itu secara signifikan dipengaruhi oleh kepuasan dan kepercayaan. Additionally, effects of Web site quality on service quality, Selain itu, efek kualitas situs Web pada kualitas layanan, satisfaction and trust were observed, as was a significant effect of service quality on overall satisfaction. kepuasan dan kepercayaan yang diamati, sebagai efek yang signifikan dari kualitas pelayanan pada kepuasan secara keseluruhan. The overall fit measures indicate that the hypothesized model is a good representation of the structures Keseluruhan ukuran sesuai hipotesis menunjukkan bahwa model adalah representasi yang baik dari struktur underlying the observed data. mendasari data yang teramati. The goodness-of-fit index and the adjusted goodness-of-fit index, two descriptive overall measures, both meet Kebaikan-of-fit index dan disesuaikan kebaikan-of-fit indeks, dua deskriptif ukuran secara keseluruhan, baik bertemu the recommended value of .9 [Bagozzi and Yi 1988]. nilai yang direkomendasikan ,9 [Bagozzi dan Yi 1988]. The RMSEA, a measure that is based on the concept of The RMSEA, ukuran yang didasarkan pada konsep noncentrality for both samples is .059, which is slightly below the recommended upper limit of .6 [Hu and Bentler noncentrality untuk kedua sampel adalah ,059, yang sedikit di bawah batas atas yang direkomendasikan ,6 [Hu dan Bentler 1999]. 1999]. In both cases the χ2/df ratio is higher than 2.5, which can be attributed to the comparatively large sample Dalam kedua kasus, rasio χ2/df lebih tinggi dari 2,5, yang dapat dikaitkan dengan sampel yang relatif besar Page 102 Page 102 Page 7 Halaman 7 Journal of Electronic Commerce Research, VOL 7, NO.2, 2006 Journal of Electronic Commerce Research, Vol 7, No.2, 2006 sizes. ukuran. However, both incremental fit measures meet the recommended levels, which are .95 for the NFI [Hu et al. Namun, kedua bertahap sesuai ukuran yang disarankan memenuhi level, seperti yang ,95 untuk NFI [Hu et al. 1999] and .9 for the TLI. 1999] dan ,9 untuk TLI. SQ SQ ηη 11 SQ SQ ηη 11 yy 33 yy 33 yy 11 yy 22 εε 11
εε 22 εε 33 WQ WQ ξξ 11 WQ WQ ξξ 11 xx 33 xx 33 xx 11 xx 22 δδ 11 δδ 22 δδ 33 yy 66 yy 66 εε 22 ζζ 22 LOY Loy ηη 44 LOY Loy ηη 44 yy 10 10 yy 11 11 yy 11 11 εε 10 10
εε 11 11 ζζ 44 λλ xx 11 11 λλ xx 21 21 λλ xx 31 31 γγ 21 21 γγ 11 11 γγ 31 31 λλ yy 62 62 λλ yy 10 4 10 4 λλ yy 11 4 11 4 ββ 31 31 yy 44 yy 44 εε 44 yy 55 yy 55 εε 55 yy 77 yy
77 yy 88 yy 88 yy 99 yy 99 εε 77 εε 88 εε 99 λλ yy 73 73 λλ yy 11 11 TR TR ηη 33 TR TR ηη 33 OSAT OSAT ηη 22 OSAT OSAT ηη 22 ββ 21 21 ββ 43 43 ββ 42 42 ζζ 11 ζζ 33 λλ yy 21 21
λλ yy 31 31 λλ yy 51 51 λλ yy 41 41 λλ yy 83 83 λλ yy 93 93 Figure 2: Structural Equation Model Measuring the Antecedents of Loyalty Gambar 2: Structural Equation Model pendahulunya Mengukur Kesetiaan Table 3: Standard Regression Weights and T-values Tabel 3: Standar Regresi Berat dan T-nilai Sample 1 Sampel 1 Sample2 Sample2 Parameter Parameter Value (standardized) t-value Parameter Parameter Value (standardized) t-value Parameter Nilai (standar) t-nilai Parameter Nilai (standar) t-nilai γγ 11 11 0.472 0,472 13.328 13,328 γγ 11 11 0.402 0,402 11.183 11,183 γγ 21 21 0.425 0,425 10.617 10,617 γγ 21 21 0.457 0,457 11.460 11,460 γγ 31 31 0.431 0,431 10.902 10,902 γγ 31 31 0.365 0,365
9.312 9,312 ββ 21 21 0.548 0,548 14.204 14,204 ββ 21 21 0.525 0,525 14.095 14,095 ββ 31 31 0.290 0,290 8.318 8,318 ββ 31 31 0.287 0,287 8.159 8,159 ββ 42 42 0.690 0,690 13.890 13,890 ββ 42 42 0.600 0,600 11.817 11,817 ββ 43 43 0.250 0,250 6.599 6,599 ββ 43 43 0.270 0,270 6.698 6,698 Table 4: Global Fit Indices Tabel 4: Global Fit Indices Goodness-of-Fit Measure Kebaikan-of-Fit Measure Sample 1 Sampel 1 Sample 2 Sampel 2 Stand Alone Fit Measures Stand Alone Fit Measures χχ 22 (df) (df) 315.363 (70) 349.342 (70) 315,363 (70) 349,342 (70) AGFI AGFI 0.936 0,936 0.934 0,934 GFI GFI
0.957 0,957 0.956 0,956 RMR RMR 0.038 0,038 0.038 0,038 RMSEA RMSEA 0.059 0,059 0.059 0,059 Incremental Fit Measures Incremental Fit Measures NFI NFI 0.966 0,966 0.960 0,960 TLI TLI 0.965 0,965 0.958 0,958 Thus, although the χ2 statistic is significant for both samples (p < .01) we conclude that the model has been Jadi, meskipun statistik χ2 signifikan bagi kedua sampel (p <.01) kita menyimpulkan bahwa model telah validated successfully and can be seen as appropriate for the explanation and prediction of loyalty in the context of divalidasi dengan sukses dan dapat dilihat sebagai sesuai dengan penjelasan dan prediksi kesetiaan dalam konteks online banking. online banking. Page 103 Page 103 Page 8 Halaman 8 Floh & Treiblmaier: What Keeps the E-Banking Customer Loyal? Floh & Treiblmaier: Apa Mempertahankan E-Banking Customer Loyal? 4.3 Multigroup and Latent Mean Analysis Laten 4,3 Multigroup dan Analisis Mean Once support for the main effects had been found, the next step was to include the suggested moderator Setelah dukungan untuk efek utama telah ditemukan, langkah berikutnya adalah untuk memasukkan moderator yang disarankan variables into the model in order to gain further insights. variabel ke dalam model untuk mendapatkan wawasan lebih lanjut. Median splits were conducted in this study based upon the Median membagi dilakukan dalam kajian ini didasarkan pada values of the moderator variables. nilai-nilai dari variabel moderator. Furthermore, multiple group analyses were calculated in a hierarchical approach Lebih jauh lagi, beberapa analisis kelompok dihitung secara hirarki pendekatan comparing two sub-samples which were selected according to gender or based on a median split of the respective membandingkan dua sub-sampel yang dipilih menurut jenis kelamin atau berdasarkan pembagian median masing-masing moderating variable. moderat variabel. In a first step, an overall Chi-square difference was calculated for each of the moderator variables. Dalam langkah pertama, secara keseluruhan perbedaan Chi-kuadrat dihitung untuk masing-masing variabel moderator. Technically, Teknis a model with equality constraints is compared to a model that allows the parameters to vary. model dengan kendala persamaan dibandingkan dengan model yang memungkinkan parameter bervariasi. This test imposes the Tes ini memaksakan
null hypothesis that the moderator variables do not have any effect on the seven parameters. hipotesis nol bahwa variabel moderator tidak memiliki efek pada tujuh parameter. As can be seen from Seperti dapat dilihat dari Table 5, these hypotheses were rejected for each of the moderator variables (Δχ2 ≥ 14.07, ΔDF =7). Tabel 5, hipotesis ini ditolak untuk masing-masing variabel moderator (Δχ2 ≥ 14,07, ΔDF = 7). Afterwards, Setelah itu, constraints were imposed to test the invariance of the model across various subgroups. kendala diberlakukan untuk menguji konstanan dari model di berbagai subkelompok. According to Steenkamp and Menurut Steenkamp dan Baumgartner [1998], who propose a hierarchical procedure in multigroup analysis, the equivalence of measurement Baumgartner [1998], yang mengusulkan sebuah prosedur hirarkis di multigroup analisis, kesetaraan pengukuran weights was analyzed in a second step [Steenkamp and Baumgartner 1998]. beban dianalisis pada langkah kedua [Steenkamp dan Baumgartner 1998]. Because these models are nested with Karena model ini berulang dengan the general model having one degree of freedom less than the restricted model, the χ2value will always be lower model umum memiliki satu derajat kebebasan dibatasi kurang dari model, χ2-nilai akan selalu lebih rendah for the general model [Homburg and Giering 2001]. untuk model umum [Homburg dan Giering 2001]. Significant differences (CR = 3.84 at the 5% level) indicate that Perbedaan yang signifikan (CR = 3,84 pada tingkat 5%) menunjukkan bahwa the hypotheses of the moderator effect are supported. hipotesis dari efek moderator didukung. In a last step, the invariance of the means of the latent variables was tested. Dalam langkah terakhir, yang konstanan sarana dari variabel laten diuji. The purpose of testing latent mean Tujuan pengujian laten berarti structures is to test the equivalence of means related to each underlying factor. struktur adalah untuk menguji kesetaraan berarti berkaitan dengan masing-masing faktor yang mendasari. Because these factors cannot be Karena faktor-faktor ini tidak dapat observed directly, latent means can be calculated for one group only. diamati secara langsung, laten berarti dapat dihitung untuk satu kelompok saja. The results of the multigroup analyses are Hasil dari analisis multigroup shown in Table 5 and Table 6. ditunjukkan pada Tabel 5 dan Tabel 6. Table 5: Results of Multigroup Analyses Tabel 5: Hasil Analisis Multigroup Gender Jender Male Laki-laki Female Perempuan Chi-Square Difference Chi-Square Difference ( Δ DF =1) (Δ DF = 1) γγ 11 11 = 0.592 (14.962) = 0,592 (14,962) γγ 11 11 = 0.455 (7.752) = 0,455 (7,752) Δχ Δχ
22 = 4.402* = 4,402 * γγ 21 21 = 0.384 (12.254) = 0,384 (12,254) γγ 21 21 = 0.372 (8.367) = 0,372 (8,367) Δχ Δχ 22 = 0.063 = 0,063 γγ 31 31 = 0.458 (11.388) = 0,458 (11,388) γγ 31 31 = 0.526 (8.296) = 0,526 (8,296) Δχ Δχ 22 = 0.011 = 0,011 ββ 21 21 = 0.414 (19.915) = 0,414 (19,915) ββ 21 21 = 0.311 (9.507) = 0,311 (9,507) Δχ Δχ 22 = 7.760* = 7,760 * ββ 31 31 = 0.261 (9.447) = 0,261 (9,447) ββ 31 31 = 0.317 (7.124) = 0,317 (7,124) Δχ Δχ 22 = 0.220 = 0,220 ββ 42 42 = 0.801 (16.030) = 0,801 (16,030) ββ 42 42 = 0.843 (8.514) = 0,843 (8,514) Δχ Δχ 22
= 0.936 = 0,936 ββ 43 43 = 0.252 (7.819) = 0,252 (7,819) ββ 43 43 = 0.231 (5.525) = 0,231 (5,525) Δχ Δχ 22 = 0.093 = 0,093 Δχ Δχ 22 = for all gammas set equal across subgroups (DF = 7): 15,161* = Untuk semua gamma ditetapkan sama di seluruh subkelompok (DF = 7): 15.161 * Age Usia Low Rendah High Tinggi Chi-Square Difference Chi-Square Difference ( Δ DF =1) (Δ DF = 1) γγ 11 11 = 0.514 (12.273) = 0,514 (12,273) γγ 11 11 = 0.602 (12.446) = 0,602 (12,446) Δχ Δχ 22 = 1.971 = 1,971 γγ 21 21 = 0.299 (8.425) = 0,299 (8,425) γγ 21 21 = 0.468 (13.584) = 0,468 (13,584) Δχ Δχ 22 = 11.645* = 11,645 * γγ 31 31 = 0.438 (9.664) = 0,438 (9,664) γγ 31 31 = 0.517 (10.388) = 0,517 (10,388) Δχ Δχ 22 = 1.303 = 1,303
ββ 21 21 = 0.464 (15.170) = 0,464 (15,170) ββ 21 21 = 0.315 (13.511) = 0,315 (13,511) Δχ Δχ 22 = 16.503* = 16,503 * ββ 31 31 = 0.344 (9.699) = 0,344 (9,699) ββ 31 31 = 0.226 (6.982) = 0,226 (6,982) Δχ Δχ 22 = 7.284* = 7,284 * ββ 42 42 = 0.834 (12.681) = 0,834 (12,681) ββ 42 42 = 0.828 (13.918) = 0,828 (13,918) Δχ Δχ 22 = 0.079 = 0,079 ββ 43 43 = 0.182 (5.080) = 0,182 (5,080) ββ 43 43 = 0.294 (8.153) = 0,294 (8,153) Δχ Δχ 22 = 5.085* = 5,085 * Δχ Δχ 22 = for all gammas set equal across subgroups (DF = 7): 35,727* = Untuk semua gamma ditetapkan sama di seluruh subkelompok (DF = 7): 35.727 * Involvement Keterlibatan Low Rendah High Tinggi Chi-Square Difference Chi-Square Difference ( Δ DF =1) (Δ DF = 1) γγ
11 11 = 0.586 (13.563) = 0,586 (13,563) γγ 11 11 = 0.475 (10.258) = 0,475 (10,258) Δχ Δχ 22 = 4.223* = 4,223 * γγ 21 21 = 0.387 (11.341) = 0,387 (11,341) γγ 21 21 = 0.390 (10.288) = 0,390 (10,288) Δχ Δχ 22 = 0.045 = 0,045 γγ 31 31 = 0.470 (10.477) = 0,470 (10,477) γγ 31 31 = 0.494 (9.659) = 0,494 (9,659) Δχ Δχ 22 = 0.008 = 0,008 ββ 21 21 = 0.367 (14.345) = 0,367 (14,345) ββ 21 21 = 0.416 (14.128) = 0,416 (14,128) Δχ Δχ 22 = 1.396 = 1,396 ββ 31 31 = 0.265 (8.449) = 0,265 (8,449) ββ 31 31 = 0.309 (8.281) = 0,309 (8,281) Δχ Δχ 22 = 0.753 = 0,753 ββ 42 42
= 0.835 (13.510) = 0,835 (13,510) ββ 42 42 = 0.724 (11.768) = 0,724 (11,768) Δχ Δχ 22 = 1.641 = 1,641 ββ 43 43 = 0.276 (7.793) = 0,276 (7,793) ββ 43 43 = 0.203 (5.715) = 0,203 (5,715) Δχ Δχ 22 = 2.063 = 2,063 Δχ Δχ 22 = for all gammas set equal across subgroups (DF = 7): 14,317* = Untuk semua gamma ditetapkan sama di seluruh subkelompok (DF = 7): 14.317 * Page 104 Page 104 Page 9 Halaman 9 Journal of Electronic Commerce Research, VOL 7, NO.2, 2006 Journal of Electronic Commerce Research, Vol 7, No.2, 2006 Variety Seeking Behavior Variety Seeking Behavior Low Rendah High Tinggi Chi-Square Difference Chi-Square Difference ( Δ DF =1) (Δ DF = 1) γγ 11 11 = 0.586 (13.563) = 0,586 (13,563) γγ 11 11 = 0.475 (10.258) = 0,475 (10,258) Δχ Δχ 22 = 17.577* = 17,577 * γγ 21 21 = 0.387 (11.341) = 0,387 (11,341) γγ 21 21 = 0.390 (10.288) = 0,390 (10,288) Δχ Δχ 22
= 0.289 = 0,289 γγ 31 31 = 0.470 (10.477) = 0,470 (10,477) γγ 31 31 = 0.494 (9.659) = 0,494 (9,659) Δχ Δχ 22 = 2.025 = 2,025 ββ 21 21 = 0.367 (14.345) = 0,367 (14,345) ββ 21 21 = 0.416 (14.128) = 0,416 (14,128) Δχ Δχ 22 = 58.690* = 58,690 * ββ 31 31 = 0.265 (8.449) = 0,265 (8,449) ββ 31 31 = 0.309 (8.281) = 0,309 (8,281) Δχ Δχ 22 = 15.078* = 15,078 * ββ 42 42 = 0.835 (13.510) = 0,835 (13,510) ββ 42 42 = 0.724 (11.768) = 0,724 (11,768) Δχ Δχ 22 = 0.307 = 0,307 ββ 43 43 = 0.276 (7.793) = 0,276 (7,793) ββ 43 43 = 0.203 (5.715) = 0,203 (5,715) Δχ Δχ 22 = 0.361 = 0,361
Δχ Δχ 22 = for all gammas set equal across subgroups (DF = 7): 121,778* = Untuk semua gamma ditetapkan sama di seluruh subkelompok (DF = 7): 121.778 * Technophobia Technophobia Low Rendah High Tinggi Chi-Square Difference Chi-Square Difference ( Δ DF =1) (Δ DF = 1) γγ 11 11 = 0.524 (11.232) = 0,524 (11,232) γγ 11 11 = 0.569 (13.241) = 0,569 (13,241) Δχ Δχ 22 = 0.351 = 0,351 γγ 21 21 = 0.378 (9.249) = 0,378 (9,249) γγ 21 21 = 0.388 (12.239) = 0,388 (12,239) Δχ Δχ 22 = 0.192 = 0,192 γγ 31 31 = 0.513 (9.305) = 0,513 (9,305) γγ 31 31 = 0.449 (10.717) = 0,449 (10,717) Δχ Δχ 22 = 0.838 = 0,838 ββ 21 21 = 0.447 (13.304) = 0,447 (13,304) ββ 21 21 = 0.345 (15.156) = 0,345 (15,156) Δχ Δχ 22 = 4.013* = 4,013 * ββ
31 31 = 0.309 (7.446) = 0,309 (7,446) ββ 31 31 = 0.268 (9.315) = 0,268 (9,315) Δχ Δχ 22 = 0.496 = 0,496 ββ 42 42 = 0.721 (11.985) = 0,721 (11,985) ββ 42 42 = 0.866 (13.592) = 0,866 (13,592) Δχ Δχ 22 = 1.520 = 1,520 ββ 43 43 = 0.232 (6.829) = 0,232 (6,829) ββ 43 43 = 0.265 (7.054) = 0,265 (7,054) Δχ Δχ 22 = 0.283 = 0,283 Δχ Δχ 22 = for all gammas set equal across subgroups (DF = 7): 9,013* = Untuk semua gamma ditetapkan sama di seluruh subkelompok (DF = 7): 9.013 * *Chi-square difference is significant at the 5% level. * Chi-kuadrat perbedaan adalah signifikan pada tingkat 5%. Table 5 shows a moderating effect of gender for two parameters (γ11 and β21). Tabel 5 menunjukkan efek yang moderat gender bagi dua parameter (γ11 dan β21). These results suggest that the Hasil ini menunjukkan bahwa influence of Web site quality on service quality and service quality on overall satisfaction is significantly higher for pengaruh kualitas situs Web pada kualitas pelayanan dan kualitas pelayanan pada kepuasan secara keseluruhan secara signifikan lebih tinggi untuk men than for women. laki-laki daripada perempuan. In other words, service quality for men is more important in explaining satisfaction. Dengan kata lain, kualitas layanan bagi laki-laki yang lebih penting dalam menjelaskan kepuasan. This result Hasil is supported by a significantly lower Web site quality estimate for men. didukung oleh situs Web secara signifikan lebih rendah kualitas perkiraan untuk laki-laki. Age is our next moderator variable. Umur adalah variabel moderator kita berikutnya. The analysis shows a positive moderator effect on the relationship between Analisis menunjukkan efek moderator positif pada hubungan antara
Web site quality – satisfaction, service quality – satisfaction, service quality – trust and trust – loyalty. Kualitas situs web - kepuasan, kualitas layanan - kepuasan, kualitas layanan - kepercayaan dan kepercayaan - kesetiaan. Additionally, Selain itu elderly people rate the importance of Web site quality and service quality significantly lower than younger orang tua menilai pentingnya situs Web mutu dan kualitas pelayanan secara signifikan lebih rendah daripada yang lebih muda respondents. responden. These results are similar to the findings of the study of Homburg and Giering [2001], who found that Hasil ini mirip dengan temuan-temuan studi Homburg dan Giering [2001], yang menemukan bahwa service quality has a stronger impact on satisfaction for younger people than for the elderly. kualitas layanan memiliki pengaruh kuat pada kepuasan bagi orang-orang yang lebih muda daripada orang tua. Table 6: Latent Mean Structures; standardized estimates (t-values) Tabel 6: Laten Mean Struktur; perkiraan standar (t-nilai) Moderator Variable Variabel moderator Group Group Web Site Web Site Quality Kualitas Service Layanan Quality Kualitas Overall Secara keseluruhan Satisfaction Kepuasan Trust Percaya Loyalty Kesetiaan Male Laki-laki ++ 00 00 00 00 00 Gender Jender Female Perempuan -0.267 -0,267 (-8.639)* (-8,639) * 0.002 0,002 (0.058) (0,058) 0.009 0,009 (0.266) (0,266) 0.028 0,028 (0.0753) (0,0753) 0.025 0,025 (0.530) (0,530) Low Rendah ++ 00
00 00 00 00 Age Usia High Tinggi 0.068 0,068 (2.381)* (2,381) * -0.119 -0,119 (-3.442)* (-3,442) * -0.019 -0,019 (-0.655) (-0,655) 0.017 0,017 (0.505) (0,505) 0.013 0,013 (0.299) (0,299) Low Rendah ++ 00 00 00 00 00 Involvement Keterlibatan High Tinggi 0.109 0,109 (3.767)* (3,767) * 0.171 0,171 (4.928)* (4,928) * -0.022 -0,022 (-0.736) (-0,736) -0.018 -0,018 (-0.549) (-0,549) 0.169 0,169 (3.962)* (3,962) * Low Rendah ++ 00 00 00 00 00 Variety Seeking Variety Seeking Behavior Perilaku High Tinggi -0.241 -0,241
(-8.372)* (-8,372) * -0.174 -0,174 (-4.720)* (-4,720) * -0.077 -0,077 (-2.531)* (-2,531) * -0.062 -0,062 (-1.768) (-1,768) 0.008 0,008 (0.186) (0,186) Low Rendah ++ 00 00 00 00 00 Technophobia Technophobia High Tinggi -0.017 -0,017 (-0.585) (-0,585) -0.109 -0,109 (-3.151)* (-3,151) * -0.009 -0,009 (-0.312) (-0,312) 0.042 0,042 (1.251) (1,251) -0.112 -0,112 (- (-2.539)* 2,539) * ++ Reference Group Reference Group * Chi-square difference is significant at the 5% level. * Chi-kuadrat perbedaan adalah signifikan pada tingkat 5%. Page 105 Page 105 Page 10 Halaman 10 Floh & Treiblmaier: What Keeps the E-Banking Customer Loyal? Floh & Treiblmaier: Apa Mempertahankan E-Banking Customer Loyal? The multigroup analysis for involvement shows only one moderating effect. Analisis yang multigroup keterlibatan hanya menunjukkan satu efek moderat. The effect of Web site quality on Efek kualitas situs web di service quality is lower for low-involvement people. kualitas pelayanan rendah keterlibatan rendah orang. Otherwise, comparisons of the latent mean structure between Jika tidak, perbandingan mean laten struktur antara low-involvement and high-involvement people indicate a significant difference for the latter. keterlibatan rendah dan tinggi keterlibatan orang-orang yang menunjukkan perbedaan yang signifikan untuk yang kedua. The moderating role of Peran yang moderat
involvement leads to a higher perception of the two quality aspects. keterlibatan mengarah pada persepsi yang lebih tinggi dari dua aspek kualitas. Furthermore, highly involved people stay more Selanjutnya, sangat terlibat orang bertahan lebih loyal to an online bank than people with low involvement in banking and finance. setia kepada bank secara online dari orang-orang dengan keterlibatan rendah di perbankan dan keuangan. Variety seekers are people who tend to switch between several suppliers regardless of their perceived Ragam pencari adalah orang-orang yang cenderung untuk beralih di antara beberapa pemasok terlepas dari mereka dianggap satisfaction with previous companies or service clients. kepuasan dengan perusahaan sebelumnya atau jasa klien. The current findings are partially inconsistent with the Temuan saat ini sebagian tidak konsisten dengan current interpretation of variety seeking. saat ini mencari berbagai penafsiran. While analyses show significant differences in latent mean structures of Sementara analisis menunjukkan perbedaan yang signifikan dalam struktur berarti laten service and Web site quality, no difference was found between the two groups of low/high variety seekers in terms layanan dan kualitas situs Web, tidak ada perbedaan yang ditemukan antara dua kelompok rendah / tinggi pencari berbagai segi of loyalty. kesetiaan. These surprising results may be explained by a very low total mean of the variable (mean = 2.66; 1 = Hasil mengejutkan ini dapat dijelaskan dengan jumlah yang sangat rendah mean dari variabel (mean = 2,66; 1 = totally agree, 6 = totally disagree). sangat setuju, 6 = sangat setuju). As the last moderating variable, technophobia has a negative moderator effect on the relationship between Sebagai variabel moderator terakhir, technophobia memiliki efek moderator negatif pada hubungan antara service quality and satisfaction. kualitas pelayanan dan kepuasan. In other words, service quality is more important for people with low technophobia. Dengan kata lain, kualitas layanan yang lebih penting bagi orang-orang dengan technophobia rendah. The latent mean structure analyses confirm these findings. Berarti struktur yang laten analisis mengkonfirmasi temuan ini. The mean estimate of service quality is significantly Perkiraan rata-rata kualitas pelayanan secara signifikan lower for this group. lebih rendah untuk grup ini. Additionally, people who have less anxiety in using the Internet are more loyal toward an Selain itu, orang-orang yang memiliki lebih sedikit kecemasan dalam menggunakan internet yang lebih setia terhadap suatu online service provider. penyedia layanan online. 5. 5. Conclusions and Outlook Kesimpulan dan Outlook Our results confirm that loyalty of e-banking customers is directly affected by satisfaction and trust in an online Hasil kami mengkonfirmasi bahwa loyalitas pelanggan e-perbankan secara langsung dipengaruhi oleh kepuasan dan kepercayaan dalam sebuah online bank, which in turn are determined by Web site quality and service quality. bank, yang pada gilirannya ditentukan oleh situs Web kualitas dan kualitas layanan. Moderating variables such as gender, Moderating variabel seperti jenis kelamin, age, involvement, variety seeking behavior and technophobia exert a significant influence on some of the proposed umur, keterlibatan, perilaku dan mencari berbagai technophobia mengerahkan pengaruh yang signifikan pada beberapa usulan
relationships. hubungan. These results have several implications for those banks which want to increase loyalty on the World Hasil ini memiliki beberapa implikasi bagi bank yang ingin meningkatkan loyalitas di Dunia Wide Web. Wide Web. First, the quality of Web sites has a direct and an indirect impact on both satisfaction and trust. Pertama, kualitas situs Web memiliki langsung dan dampak tidak langsung pada kedua kepuasan dan kepercayaan. Companies have Perusahaan to redesign their Web sites with a view to enhancing usability and usefulness. untuk merancang ulang situs Web mereka dengan maksud untuk meningkatkan kegunaan dan kegunaan. Amongst the many factors which Di antara banyak faktor yang account for the perceived quality of a Web site, the avoidance of downtimes seems to be extremely important to rekening untuk kualitas yang dirasakan dari sebuah situs web, menghindari downtime tampaknya sangat penting untuk online banks. online bank. Furthermore, based on related literature, we recommend making the sites easy to navigate and giving Lebih jauh lagi, berdasarkan literatur terkait, kami sarankan untuk membuat situs mudah dinavigasi dan memberi them an uncluttered look. mereka yang terlihat rapi. Sufficient information should be given on how to conduct transactions and, most Informasi yang memadai harus diberikan tentang bagaimana melakukan transaksi dan, paling importantly, on how to get help should unforeseen events happen. penting, tentang bagaimana untuk mendapatkan bantuan harus kejadian tak terduga terjadi. Similarly to the quality of the site, the perceived Demikian juga dengan kualitas situs, yang dirasakan quality of the service exerts a significant influence on overall satisfaction and trust. kualitas layanan diberikan pengaruh yang signifikan pada kepuasan dan kepercayaan secara keseluruhan. Second, trust and overall satisfaction can be seen as major antecedents of e-loyalty. Kedua, kepercayaan dan kepuasan secara keseluruhan dapat dilihat sebagai pendahulunya utama e-kesetiaan. We would therefore Oleh karena itu kami recommend that trust-building actions are paid more attention in scholarly literature, focusing for example on pay- merekomendasikan bahwa tindakan membangun kepercayaan dibayar lebih perhatian dalam literatur ilmiah, dengan fokus misalnya pada bayar back guarantees or quality certificates, which are seen as helpful steps in increasing electronic customer retention. kualitas kembali jaminan atau sertifikat, yang dipandang sebagai langkah membantu dalam meningkatkan retensi pelanggan elektronik. There is a plethora of literature on trust and some exemplary papers have been cited in previous sections. Ada sejumlah besar literatur tentang kepercayaan dan beberapa kertas teladan telah dikutip di bagian sebelumnya. It seems Tampaknya obvious that the results of many surveys suggest incorporating trust-building measures into online customer jelas bahwa hasil survei menunjukkan banyak memasukkan langkah-langkah membangun kepercayaan ke pelanggan online relationships. hubungan. As far as our research is concerned, the preeminent importance of trust can be explained by both the Sejauh menyangkut penelitian kami, yang unggul pentingnya kepercayaan dapat dijelaskan dengan baik
core products of the financial industry, which can be seen as the transmission and processing of highly confidential produk inti industri keuangan, yang dapat dilihat sebagai transmisi dan pemrosesan sangat rahasia information, and trust in the medium as such, which again stands for the bank's capability to securely transfer and informasi, dan kepercayaan dalam medium seperti itu, yang lagilagi singkatan dari bank aman kemampuan untuk mentransfer dan store confidential personal information. menyimpan rahasia informasi pribadi. Unless customers establish personal contacts a in a bank branch, users of Kecuali pelanggan menjalin kontak pribadi yang di bank cabang, pengguna Internet banking in many cases do not have well-known contact persons and must rely completely upon the Internet banking dalam banyak kasus tidak memiliki kontak terkenal orang dan harus bergantung sepenuhnya atas capability and trustworthiness of the bank. kemampuan dan kepercayaan dari bank. Therefore, the bank must build a strong brand in order to signal Oleh karena itu, bank harus membangun merek yang kuat untuk sinyal competence to its customers. kompetensi kepada para pelanggannya. As mentioned above, we used a pure DotCom bank as our focus of research in order to Seperti disebutkan di atas, kami menggunakan DotCom murni bank sebagai fokus penelitian kami dalam rangka avoid interchannel conflicts. interchannel menghindari konflik. Nonetheless, it must be mentioned that this bank is the subsidiary of a well-established Meskipun demikian, harus disebutkan bahwa bank ini adalah anak perusahaan yang mapan Austrian bank, which is clearly displayed on the homepage. Austria bank, yang ditampilkan dengan jelas di homepage. The trusted brand of the parent company is thus used to Merek yang terpercaya dari perusahaan induk dengan demikian digunakan untuk create trust on the part of the consumers. menciptakan kepercayaan pada bagian dari konsumen. Third, and somehow a by-product of this research, our empirical findings demonstrate that surveys might be an Ketiga, dan entah bagaimana sebuah produk dari penelitian ini, temuan-temuan empiris kami menunjukkan bahwa survei mungkin seorang adequate instrument for online banks to learn about their customers' attitudes. instrumen yang memadai bagi bank online untuk belajar mengenai pelanggan mereka sikap. The comparatively high response rate Yang relatif tinggi tingkat tanggapan for an online survey can be taken as an indicator that customers of DotComs are actually willing to give feedback untuk survey online dapat diambil sebagai suatu indikator bahwa para pelanggan dari perusahaan dotcom yang sebetulnya bersedia untuk memberikan umpan balik and get in touch with their supplier. dan berhubungan dengan pemasok. Further research should be performed in this area to validate the model across other industries in order to assess Penelitian lebih lanjut harus dilakukan di daerah ini untuk memvalidasi model di industri lain untuk menilai its general stability. stabilitas secara umum. While we used a cross-validation approach by taking the same sample population for model Sementara kami menggunakan pendekatan validasi silang dengan mengambil sampel yang sama untuk model populasi
calibration and validation, the use of different populations will extend its general validity. kalibrasi dan validasi, penggunaan populasi yang berbeda akan memperluas keabsahan umum. Furthermore, it might be Lebih jauh lagi, mungkin interesting to see how the parameters change in countries with different legal regulations and varying Internet user menarik untuk melihat bagaimana perubahan parameter di negara-negara dengan peraturan hukum yang berbeda dan bervariasi pengguna Internet behavior. perilaku. A possible sample bias limits the the generalizability of results. Sebuah mungkin bias membatasi sampel yang generalisasi hasil. Additionally, we recommend replication Selain itu, kami sarankan replikasi studies which focus exclusively on the influence of the moderating variables and might include other influencing studi yang secara eksklusif memfokuskan pada pengaruh variabel moderat dan mungkin termasuk mempengaruhi lain variables such as the price of the product. variabel seperti harga produk. By understanding how different customer segments can be differentiated, Dengan memahami bagaimana segmen pelanggan yang berbeda dapat dibedakan, Page 106 Halaman 106 Page 11 Page 11 Journal of Electronic Commerce Research, VOL 7, NO.2, 2006 Journal of Electronic Commerce Research, Vol 7, No.2, 2006 companies may be able to better target their customers' needs, which may give them a competitive edge in a service- perusahaan dapat menargetkan pelanggan mereka lebih baik kebutuhan, yang mungkin memberi mereka keunggulan kompetitif dalam layanan oriented business environment. berorientasi lingkungan bisnis. REFERENCES REFERENSI Anderson, EW, C. Fornell, and DR Lehmann, "Customer Satisfaction, Market Share and Profitability," Journal of Anderson, EW, C. Fornell, dan DR Lehmann, "Customer Satisfaction, Market Share dan Profitabilitas," Journal of Marketing, Vol. Marketing, Vol. 58, No. 3:53-66, 1994. 58, No 3:53-66, 1994. Anderson, J. and D. Gerbing, "Structural Equation Modeling in Practice: A Review and Recommended Two-Step Anderson, J. dan D. Gerbing, "Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach," Psychological Bulletin, Vol. 103, No. 3:411-423, 1988. Pendekatan, "Psychological Bulletin, Vol. 103, No 3:411-423, 1988. Armstrong, S. and T. Overton, "Estimating Nonresponse Bias in Mail Surveys," Journal of Marketing Research, Armstrong, S. dan T. Overton, "Bias di Nonresponse Memperkirakan Mail Survey," Journal of Marketing Research, Vol. Vol. 14, No. 3:396-402, 1977. 14, No 3:396-402, 1977. Association of German Banks, "Banking Survey 2004," Rolf-E. Asosiasi Bank Jerman, "Perbankan Survey 2004," Rolf-E. Breuer and Manfred Weber (eds.), Berlin, 2004. Breuer dan Manfred Weber (ed.), Berlin, 2004. Austrian Internet Monitor, http://www.integral.co.at/Download/ergebnisse.php?level1=6, September 15, 2005. Austria Internet Monitor, http://www.integral.co.at/Download/ergebnisse.php?level1=6, 15 September, 2005. Bagozzi, R., "A Prospectus for Theory Construction in Marketing," Journal of Marketing, Vol. Bagozzi, R., "A Prospektus untuk Teori Konstruksi dalam Pemasaran," Journal of Marketing, Vol. 48, No. 1:11-29, 48, No 1:11-29,
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11 Design (Item parceling; dimension design consists of five different items) Design (Item pembagian; desain dimensi terdiri dari lima berbagai item) xx 22 Structure (Item parceling; dimension structure consists of five different items) Struktur (Item pembagian; dimensi struktur terdiri dari lima berbagai item) xx 22 Content (Item parceling; dimension content consists of five different items) Konten (Item pembagian; konten dimensi terdiri dari lima berbagai item) [Shchiglik and [Shchiglik dan Barnes 2004] Barnes 2004] Service Quality Service Quality yy 11 Electronic banking at Easybank has really pleased me. Perbankan elektronik di Easybank telah benar-benar senang saya. yy 22 I am very taken with Easybank. Saya sangat diambil dengan Easybank. yy 33 I am very satisfied with Easybank. Saya sangat puas dengan Easybank. yy 44 Easybank has done a good job for me so far. Easybank telah melakukan pekerjaan yang baik untuk saya sejauh ini. yy 55 It was a wise decision to carry out electronic banking at Easybank. Itu adalah keputusan yang bijaksana untuk melaksanakan perbankan elektronik di Easybank. [Oliver and Svan [Oliver dan Svan 1989] 1989] Overall Satisfaction Keseluruhan Kepuasan yy 66 Please rate your overall satisfaction on a scale from 1 to 6, with "1" indicating "not Harap menilai kepuasan Anda secara keseluruhan pada skala 1-6, dengan "1" menunjukkan "tidak satisfied" and "6" indicating "highly satisfied". puas "dan" 6 "mengindikasikan" sangat puas ". [Kettinger and Lee [Kettinger dan Lee 1994] 1994] Trust Percaya yy
77 Easybank is interested in my satisfaction. Easybank tertarik pada kepuasan saya. yy 88 Easybank holds me in high regard as a customer of its product. Easybank memegang saya dalam menjunjung tinggi sebagai pelanggan produknya. yy 99 Easybank offers me recommendations and advice in using the product in the best Saya Easybank menawarkan rekomendasi dan saran dalam menggunakan produk yang terbaik possible way. cara yang memungkinkan. [Delgado- [Delgado Ballester and Ballester dan Munuera-Alemán Munuera-Alemán 2001] 2001] Loyalty Kesetiaan yy 10 10 In the future I will continue to carry out electronic banking at Easybank. Di masa depan saya akan terus melaksanakan perbankan elektronik di Easybank. yy 11 11 In the future I will continue to recommend Easybank to my friends and acquaintances. Di masa depan saya akan terus Easybank merekomendasikan kepada teman-teman dan kenalan. [Homburg and [Homburg dan Giering 2001] Giering 2001] Involvement Keterlibatan Please indicate how much you: Harap menunjukkan berapa banyak Anda: zz 11 1. 1. use electronic banking. menggunakan perbankan elektronik. zz 22 2. 2. are involved with electronic banking. terlibat dengan perbankan elektronik. zz 33 3. 3. are a electronic banking expert. adalah ahli perbankan elektronik. zz 44 4. 4. are interested in electronic banking, relative to other people. tertarik pada perbankan elektronik, relatif terhadap orang lain. [Zinkhan and [Zinkhan dan Locander 1988] Locander 1988] Variety Seeking Behavior Variety Seeking Behavior zz
55 I often try new brands before my friends and neighbors do. Saya sering mencoba merekmerek baru sebelum teman-teman dan tetangga saya lakukan. zz 66 I like to try new and different things. Aku suka untuk mencoba hal-hal yang baru dan berbeda. zz 77 When I see a new brand on the shelf I often buy it just to see what it's like. Ketika saya melihat merek baru di rak saya sering membelinya hanya untuk melihat bagaimana rasanya. [Homburg and [Homburg dan Giering 2001] Giering 2001] Technophobia Technophobia zz 88 I worry about making mistakes when using electronic banking. Aku khawatir membuat kesalahan ketika menggunakan perbankan elektronik. zz 99 It takes me a long time to complete bank transactions when using electronic banking. Aku membutuhkan waktu lama untuk menyelesaikan transaksi bank bila menggunakan perbankan elektronik. zz 10 10 I feel frustrated when I use electronic banking. Aku merasa kecewa ketika saya menggunakan perbankan elektronik. [Sinkovics et al. [Sinkovics et al. 2002] 2002] Page 110 Page 110
