Abstract
Recently, Customer Citizenship behavior (CCB) become research focus in marketing. But, not many research focus on the antecedent of this variable from marketing behavior perspective. The research objective is to examine the effect of Relationship Quality and Perceived Value on CCB in online transportation services and Customer Satisfaction as the mediation in this relationship. Research involved 400 online transportation customers in Indonesia who used minimum three times in this transportation. By using Partial Least Square (PLS), the result found that Relationship Quality has a significant positive effect on Customer Satisfaction and CCB, Perceived Value has positive significant effect on Customer Satisfaction and has not significant effect CCB. It means that for strengthen CCB, the online transportation should create customer satisfaction. Research also found that Customer Satisfaction has a positive effect on CCB. The implication of the research is online transportation should improving the relationship quality and value for creating customer satisfaction for strengthening CCB. Customer satisfaction is the important conditions for improving CCB.
Highlights
Intensive competition in online transportation services has caused companies to look for analternative marketing strategy which is less expensive
This study is regarded as a causal study that aims to investigate the effect of relationship quality and perceived value on customer satisfaction and Customer Citizenship Behavior (CCB) users of online transportation services (Sugiyono, 2012) Population and sample
The effect of relationship quality on customer satisfaction and CCB in online transportation services The analysis shows that relationship quality has a significant positive effect on customer satisfaction
Summary
Intensive competition in online transportation services has caused companies to look for analternative marketing strategy which is less expensive. In Indonesia, there are two biggest market shares for online transportation services that compete closely with each other, namely Gojek and Grab. In addition to other online transportation service companies and conventional transportation services in fighting over the market. They compete through technological sophistication, service variants, convenience, and price. If the company focuses on this strategy, it will be easy to replicate and will cost a lot. This study suggests that the company needs another strategy that is more efficient but satisfying the customer
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