The Influence of Customers’ Satisfaction and Switching Barriers toward Switching Intention in Online Shop

Abstract

The internet users in Indonesia is tremendously growing. This growth is caused by the proliferation of smart phones connected to the Internet. It also led to the evolution of online shopping which contributes more than 45% of the retail sales. Online trade industry became increasingly prevalent and a source of interesting research, because the users are increasingly finding it easy to shop from one site to another that provided better service. The research problems are whether the customer satisfaction and switching barriers influenced switching intention, whether the service performance and service value affected customer satisfaction, and whether switching costs and contractual lock-in affected the switching barriers. A total of 200 student respondents of Duta Wacana Christian University participated in the survey and the data collected was analyzed using SPSS. From the results, it was inferred that all the hypothesis were accepted.