Customer Satisfaction and Trust Have a Mediating Role Between the Impact of E-Service Quality and Reciprocity on Repurchase Intention (Study On Fore Coffee Customers in Denpasar City) (Published)
People’s shopping habits have evolved away from more conventional retail patterns and toward those that are based on technology found on the internet as a direct result of the proliferation of internet-based technologies. The increasing prevalence of internet technology is both an opportunity and a difficulty for business owners who have goals of growing their client base and boosting the number of repeat transactions made by existing customers. This study was carried out with the purpose of determining the role that trust plays in mediating the impact that reciprocity has on repurchase intention, as well as the role that customer satisfaction plays in mediating the effect that the quality of the e-service has on repurchase intention. The patrons of Fore Coffee in Denpasar, Bali, were the primary subjects of this inquiry. The method of sampling that was used was known as intentional sampling, and the number of respondents in the sample was 120. As the research instrument, this inquiry makes use of a Google form that is communicated to respondents in a direct manner. Throughout the study, SEM PLS will be applied. According to the results of the research, 1) the quality of the e-service has no bearing on the likelihood of future purchases. 2) There is a significant favorable impact that reciprocity has on the intention to repurchase. 3) The efficiency and quality of e-services have a significant and beneficial impact on the level of satisfaction experienced by customers. 4) The practice of reciprocity has been shown to have a large and favorable effect on trust. 5) The degree to which a customer is satisfied has a favorable and significant bearing on the chance that they will plan to make a subsequent purchase. 6) The presence of trust has a significant and favorable impact on the decision to repurchase an asset. 7) The happiness of the customer can help to reduce the influence that the quality of the e-service has on the intention to repurchase. 8) Trust may act as a go-between when there is an intention to repurchase something and there is an expectation of reciprocity. According to the findings of the study, it is considered that Fore Coffee may build a successful marketing strategy by boosting customer satisfaction with their usage of mobile apps to commence repurchase intention activities. This could be accomplished by expanding Fore Coffee’s repurchase intention activities on mobile devices.
The purpose of this study was to examine and explain the effect of the reciprocity strategy on purchasing decisions mediated by trust and e-WOM at coffee shops in Bali. The design of this research is causality. The sample size is 300 people taken using purposive sampling. Data analysis technique using PLS-based SEM. The results showed that reciprocity had a positive and significant effect on purchasing decisions, reciprocity had a positive and significant effect on trust and e-WOM, trust and e-WOM had a positive and significant effect on purchasing decisions. This means that trust and e-WOM are able to partially mediate the effect of reciprocity on purchasing decisions at MSMEs Coffee Shops in Bali. The results of this study are expected to enrich the concept of consumer behavior related to the role of trust and e-WOM in mediating the effect of reciprocity on purchasing decisions. MSMEs Coffee Shop is expected to always be customer oriented, carry out promotions and pay special attention to customers.
Citation: Giantari I.G.A, K; Sukawati T.G.; Riyasa I.A.P.W. (2023) Reciprocity Strategy in Improving Purchase Decisions at Coffee Shop MSMEs in Bali, European Journal of Business and Innovation Research, Vol.11, No.2, pp.,1-14