Influencing Factors on Customer Satisfaction and Retention in Online Transportation in Indonesia

Abstract

T his study aims to investigate the effects of sales promotion, online customer service, offline customer service, online dependencies, and corporate reputation on satisfaction and the effect of satisfaction on customer retention on online transportation in Indonesia. T he population of this study was individuals who had used online transportation. T he sampling technique used was purposive sampling. T he data analysis method in this study is using PLS-SEM. T he results of this study show that sales promotion, online customer service, offline customer service, and online dependenc ies have a positive effect on satisfaction and satisfaction have a positive effect on customer retention. T his research has succeeded in contributing to the online transportation industry regarding the importance of sales promotion in creating customer sat isfaction, the importance for the manager to manage their online and offline customer service in order to satisfy their customers, how online dependencies can effect customer satisfaction and also how to create the customer retention.