Abstract
Business activities using social media are currently growing and its development has intrigued practitioners and academics. The purpose of doing this present research is to build a conceptual model, which connects the concepts of customer perceived value and customer experiences with the concept of customer relationship quality to produce sustainable customer intention in social media commerce. Considering the results of two exogenous constructions, namely customer perceived value and customer experience, it can be concluded that both have an impact on relationship quality and customer sustainable intention. In this study, there are six hypotheses, consisting of five accepted hypotheses and one rejected hypothesis. After doing a deeper analysis, it is revealed that good relationship quality determines the significance of sustainable customer intention. In addition, this conducted research examines and experimentally confirms the role of customer perceived value and the customer experience in determining relationship quality and sustainability of customers founded in social media commerce. The novelty shown in this study lies in the integration of two exogenous variables, namely customer perceived value and customer experience, with the variables of relationship quality and customer sustainability intention. Finally, the findings provide theoretical, managerial, and social value and impact for academics, practitioners, and society.
Highlights
Nowadays there is a very drastic shift in physical social interaction, and some say traditional patterns of social interaction have shifted from face-to-face physical interactions to social media interactions [1]
Especially the high use of social media commerce, the demands for the creation of commercially valuable content are a must that must be met by providers
Content creators must have good intuition and experience, to build creativity in terms of building marketing content that is under aspects of current customer needs, so that it is right on target
Summary
Nowadays there is a very drastic shift in physical social interaction, and some say traditional patterns of social interaction have shifted from face-to-face physical interactions to social media interactions [1]. The presence of Facebook, Instagram, Line, YouTube, WhatsApp, and TikTok as Web 2.0 has changed business activities to be more economical and effective, and they can reach targets directly [3,4,5]. This has been followed by an increase in existing information technology, such as internet connections and smartphones, the use of which is increasing as a consequence of the Covid-19 pandemic. Social media has changed the pattern of distribution of information that is disseminated through the Internet and is considered more effective in reaching all levels of society.
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