Moderation Effect Customer Commitment: E-Service Quality and E-Customer Relationship Management to Customer Loyalty

Abstract

This study is a descriptive causative study using primary data processed with SPSS and SmartPLS. The purpose of this study is to see how the influence of customer commitment as a moderation of e-service quality and e-consumer relationship management on customer loyalty at Bank Nagari in Padang City. In previous studies, customer commitment functions as an intervening between E-service quality and e-consumer relationship management on customer loyalty was not proven. However, many other studies have found a direct influence between E-service quality and e-consumer relationship management on customer loyalty. The population of the study was 200 Bank Nagari customers in Padang City, taken by tabulation of the determination of the number of samples Joreskog and Sorbom. There are 4 variables in the study, namely: customer loyalty (Y) as an exogenous variable, customer commitment (M) as a moderation, e-service quality (X1), and e-consumer relationship management (X2) as an endogenous variable. Data collection through questionnaires. Hypothesis testing was conducted using Structural Equation Model (SEM) Partial Least Square (PLS) with Moderated Regression Analysis (MRA) approach. The results of the hypothesis test concluded that the variables e-service quality and e-consumer relationship management have a positive and significant effect on customer loyalty directly. Customer commitment cannot moderate the effect of e-service quality and e-consumer relationship management on customer loyalty.