MEMBANGUN POSITIVE E-WOM MELALUI E-SERVICE QUALITY, KEPERCAYAAN DAN KEPUASAN

Yani Kartika, Muchsin Saggaff Shihab

Abstract


The purpose of this study is to analyse antecedents of positive electronic word-of-mouth (e-WOM). Data were collected using a set of questionnaire distributed to the target respondents of Lazada Indonesia, an e-commerce company in the country. The online questionnaire is of screening questions, the socio-demographic items and the items of constructs. Using a purposive sampling technique, a total of 200 respondents were obtained. Findings show that e-service quality, customer satisfaction and trust are the boosters of positive e-WOM. This examination is hoped to give empiric understanding to the marketers to create positive e-WOM.


Keywords


E-service quality, Customer satisfaction, Trust, Positive electronic word-of-mouth (e-WOM)

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https://bisnis.tempo.co/read/1052027/642-aduan-ke-ylki-di-2017-e-commerce-paling-banyak-dikeluhkan 19 Januari 2018


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