Pengujian Mobile Service Quality Terhadap Continuance Intention: Perceived Value Sebagai Variabel Mediasi

Authors

Haikal Rifkiyanda Mulyasa Universitas Kristen Maranatha
Rully Arlan Tjahyadi Maranatha Christian University

DOI:

https://doi.org/10.32670/coopetition.v16i1.4482

Keywords:

MVAS, mobile service quality, perceived value, continuance intention

Abstract

The growth of technology has led to the development of various MVAS forms available by mobile telecommunication companies, which has made the existence of MVAS in Indonesia increasingly popular. This study aims to examine the influence of mobile service quality on perceived value and continuance intention, the influence of perceived value on continuance intention, and the role of perceived value as a mediating variable in the relationship between mobile service quality and continuance intention. There are 150 MVAS consumers as the sample size for this study. The sample collection uses a non-probability method with purposive sampling technique. Validity and reliability tests were applied to test the study instruments. The data were tested using classic assumption tests: multicollinearity test, heteroscedasticity test, and normality test. Hypothesis testing was conducted using the Path Analysis method. The study found that mobile service quality influences perceived value. Other results indicate that mobile service quality and perceived value influences continuance intention. Additionally, perceived value is known to partially mediate the indirect relationship between mobile service quality and continuance intention. This study is expected to provide answers to the limitations of previous studies. The managerial implications of this research are expected to contribute to mobile telecommunication companies.

Downloads

Download data is not yet available.

References

Abbas, H. A., & Hamdy, H. I. (2015). Determinants of Continuance Intention Factor in Kuwait Communication Market: Case Study of Zain-Kuwait. Computers in Human Behavior, 49, 648–657. https://doi.org/10.1016/j.chb.2015.03.035.

Abd-Elrahman, A., El-Borsaly, A., Hafez, E., & Hassan, S. (2020). Intellectual Capital and Service Quality within the Mobile Telecommunications Sector of Egypt. Journal of Intellectual Capital, 21(6), 1185–1208. https://doi.org/10.1108/JIC-07-2019-0180.

Al-Debei, M. M., & Al-Lozi, E. (2014). Explaining and Predicting the Adoption Intention of Mobile Data Services: A Value-Based Approach. Computers in Human Behavior, 35, 326–338. https://doi.org/10.1016/j.chb.2014.03.011.

Al-Debei, M. M., Dwivedi, Y. K., & Hujran, O. (2022). Why Would Telecom Customers Continue to Use Mobile Value-Added Services? Journal of Innovation and Knowledge, 7(4), 100242. https://doi.org/10.1016/j.jik.2022.100242.

Anckar, B., & Davide, D. (2002). Value Creation in Mobile Commerce: Findings from a Consumer Survey. Journal of Information Technology Theory and Application, 4(1), 43–64.

Bahrun, S., Alifah, S., & Mulyono, S. (2017). Rancang Bangun Sistem Informasi Survey Pemasaran dan Penjualan Berbasis Web. Jurnal Transistor Elektro Dan Informatika, 2(2), 81–88.

Bhattacherjee, A. (2001). Understanding Information Systems Continuance: An Expectation-Confirmation Model. MIS Quarterly, 25(3), 351. https://doi.org/10.2307/3250921.

Choi, B. J., & Kim, H. S. (2013). The Impact of Outcome Quality, Interaction Quality, and Peer-to-Peer Quality on Customer Satisfaction with a Hospital Service. Managing Service Quality, 23(3), 188–204. https://doi.org/10.1108/09604521311312228.

Coursaris, C., Hassanein, K., & Head, M. (2003). M-Commerce in Canada: An Interaction Framework for Wireless Privacy. Canadian Journal of Administrative Sciences, 20(1), 54–73. https://doi.org/10.1111/j.1936-4490.2003.tb00305.

Garg, A., Gupta, S., Mathew, M., & Singh, S. (2022). Prioritising the Preference of Factors Affecting the Mobile Network Selection: A Combination of Factor Analysis and Best Worst Method. Journal of Public Affairs, 22(1). https://doi.org/10.1002/pa.2345.

Ghozali, I. (2021). Aplikasi Analisis Multivariate dengan Program IBM SPSS 26 (10th ed.). Semarang, Indonesia: Badan Penerbit Universitas Diponegoro.

Khatibi, A. A., Ismail, H., & Thyagarajan, V. (2002). What Drives Customer Loyalty: An Analysis from the Telecommunications Industry. Journal of Targeting, Measurement and Analysis for Marketing, 11(1), 34–44. https://doi.org/10.1057/palgrave.jt.5740065.

Kim, Y., Wang, Q., & Roh, T. (2021). Do Information and Service Quality Affect Perceived Privacy Protection, Satisfaction, and Loyalty? Evidence from a Chinese O2O-Based Mobile Shopping Application. Telematics and Informatics, 56, 101483. https://doi.org/10.1016/j.tele.2020.101483.

Kuo, Y.-F., Wu, C.-M., & Deng, W.-J. (2009). The Relationships among Service Quality, Perceived Value, Customer Satisfaction, and Post-Purchase Intention in Mobile Value-Added Services. Computers in Human Behavior, 25(4), 887–896. https://doi.org/10.1016/j.chb.2009.03.003.

Lin, T.-C., Wu, S., Hsu, J. S.-C., & Chou, Y.-C. (2012). The Integration of Value-Based Adoption and Expectation–Confirmation Models: An Example of IPTV Continuance Intention. Decision Support Systems, 54(1), 63–75. https://doi.org/10.1016/j.dss.2012.04.004.

Lu, Y., Zhang, L., & Wang, B. (2009). A Multidimensional and Hierarchical Model of Mobile Service Quality. Electronic Commerce Research and Applications, 8(5), 228–240. https://doi.org/10.1016/j.elerap.2009.04.002.

Naami, A., Rahimi, Z., & Ghandvar, P. (2017). International Review of Management and Marketing the Effect of Perceived Value, Perceived Risk, and Price on Customers Buying Intention (Case Study: Employees of Presov Electronics Company). International Review of Management and Marketing, 7(5), 164–170.

Oghuma, A. P., Libaque-Saenz, C. F., Wong, S. F., & Chang, Y. (2016). An Expectation-Confirmation Model of Continuance Intention to Use Mobile Instant Messaging. Telematics and Informatics, 33(1), 34–47. https://doi.org/10.1016/j.tele.2015.05.006.

Ojiaku, O. C., & Osarenkhoe, A. (2018). Determinants of Customers’ Brand Choice and Continuance Intentions with Mobile Data Service Provider: The Role of Past Experience. Global Business Review, 19(6), 1478–1493. https://doi.org/10.1177/0972150918780764.

Özer, A., Argan, M. T., & Argan, M. (2013). The Effect of Mobile Service Quality Dimensions on Customer Satisfaction. Procedia - Social and Behavioral Sciences, 99(1), 428–438. https://doi.org/10.1016/j.sbspro.2013.10.511.

Purba, S. D., Tarigan, J. W., Sinaga, M., & Tarigan, V. (2021). Pelatihan Penggunaan Software SPSS dalam Pengolahan Regressi Linear Berganda untuk Mahasiswa Fakultas Ekonomi Universitas Simalungun di Masa Pandemi Covid 19. Jurnal Karya Abdi, 5(2), 202–208.

Putri, N. L. A., & Puspawati, D. (2024). Pengaruh Kualitas Informasi , Kualitas Layanan , dan Kualitas Sistem Terhadap Continuance Intention dalam Penggunaan Mobile Banking Melalui E-Satisfaction. INNOVATIVE: Journal of Social Science Research, 4(2), 8816–8828.

Samarakoon, S. M. A. K., Dahanayake, P., & Karunarathne, A. (2021). Service Quality and Customer Loyalty in The Telecommunication Industry in Sri Lanka: The Mediating Role of Perceived Value. Journal of Business and Technology International, 5(1).

Saxena, N., Conti, M., Choo, K. K. R., & Chaudhari, N. S. (2019). BAS-VAS: A Novel Secure Protocol for Value Added Service Delivery to Mobile Devices. IEEE Transactions on Information Forensics and Security, 15, 1470–1485. https://doi.org/10.1109/TIFS.2019.2940908.

Shin, D.-H., & Kim, W.-Y. (2008). Forecasting Customer Switching Intention in Mobile Service: An Exploratory Study of Predictive Factors in Mobile Number Portability. Technological Forecasting and Social Change, 75(6), 854–874. https://doi.org/10.1016/j.techfore.2007.05.001.

Skeldon, P. (2024). mVAS Market Growing at 14.9% and will hit $3.5bn by 2034. Telemedia Online. Diperoleh dari https://www.telemediaonline.co.uk/mvas-market-growing-at-14-9-and-will-hit-3-5bn-by-2034/.

Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung, Indonesia: Penerbit Alfabeta.

Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung, Indonesia: Penerbit Alfabeta.

Susanto, A., Chang, Y., & Ha, Y. (2016). Determinants of Continuance Intention to Use the Smartphone Banking Services: An Extension to the Expectation-Confirmation Model. Industrial Management and Data Systems, 116(3), 508–525. https://doi.org/10.1108/IMDS-05-2015-0195.

Sweeney, J. C., & Soutar, G. N. (2001). Consumer Perceived Value: The Development of a Multiple Item Scale. Journal of Retailing, 77(2), 203–220. https://doi.org/10.1016/S0022-4359(01)00041-0.

Tuncer, I., Unusan, C., & Cobanoglu, C. (2021). Service Quality, Perceived Value and Customer Satisfaction on Behavioral Intention in Restaurants: An Integrated Structural Model. Journal of Quality Assurance in Hospitality and Tourism, 22(4), 447–475. https://doi.org/10.1080/1528008X.2020.1802390.

Zhao, L., Lu, Y., Zhang, L., & Chau, P. Y. K. (2012). Assessing the Effects of Service Quality and Justice on Customer Satisfaction and the Continuance Intention of Mobile Value-Added Services: An Empirical Test of a Multidimensional Model. Decision Support Systems, 52(3), 645–656. https://doi.org/10.1016/j.dss.2011.10.022.

Zhou, Q., Lim, F. J., Yu, H., Xu, G., Ren, X., Liu, D., … Xu, H. (2021). A Study on Factors Affecting Service Quality and Loyalty Intention in Mobile Banking. Journal of Retailing and Consumer Services, 60(5), 102424. https://doi.org/10.1016/j.jretconser.2020.102424.

Downloads

Published

2025-03-01

How to Cite

Rifkiyanda Mulyasa , H. ., & Tjahyadi, R. A. (2025). Pengujian Mobile Service Quality Terhadap Continuance Intention: Perceived Value Sebagai Variabel Mediasi. Coopetition : Jurnal Ilmiah Manajemen, 16(1), 87–102. https://doi.org/10.32670/coopetition.v16i1.4482