The Effect of E-Service Quality in Taking Container Units on
Customer Loyalty Moderated by Customer Satisfaction of Container
Modification CV. Kay Alor Sejahtera North Jakarta
Koerniawan Hidajat
and Sheila Ananda
Business Administration, Faculty of Economics, Business and Social Sciences, Universitas 17 Agustus 1945 Jakarta,
Indonesia
Keywords: E-Service Quality, Customer Loyalty, Customer Satisfaction.
Abstract: The level of economic development in Indonesia and international economic trade routes affect the demand
for containers in the port of 11 billion TEU, according to UNCTAD data on Container Port Through part
Indonesia in 2021. The provision of containers in Indonesia is not only from the logistics trade of goods
movement, but also from developing demand for practical provision of commercial offices, mobile offices,
mobile counters, mobile shops, villas, residential houses, and supermarkets. CV. Kay Alor Sejahtera container
rental business, buying and selling containers for commercial electronic-based customer service. The research
objective is to determine and explain the effect of e-service quality on obtaining container units by customers
and the ability of strong or weak customer satisfaction to moderate the effect of e-service quality on customer
loyalty. The research method is quantitative explanatory research. Data collection is via a questionnaire with
a Likert scale. SmartPLS (Partial Least Squares) data analysis. If customers are served their orders quickly
through electronic/Internet means, such as WhatsApp, they will be more likely to order container rentals and
services for commercial use again. The results showed that e-service quality has a positive effect on customer
loyalty. Customer satisfaction also has a positive effect on customer loyalty, especially if complaints are
resolved quickly, making customers more loyal. Customer satisfaction has the ability to weaken the e-service
quality of taking container units. Slightly satisfied customers are served by using digital/internet services,
website applications, or WhatsApp.
1 INTRODUCTION
Indonesia has its own advantages compared to other
countries, one of which is located on the international
trade route which becomes a crossroads of trade
traffic because our country is flanked by two
continents and two oceans. Economic growth in
Indonesia is also able to influence the demand for
containers at the Port of Indonesia. Container as a
form of business is not only related to logistics in the
packaging of shipping goods between islands,
between regions, and between countries, but also a
business in terms of renting containers of various
sizes. It is interesting to know that the reality of the
container business is developing into one of the
commercial support businesses through traded
container units such as mobile offices, mobile stores,
residential houses, and even supermarkets (Gunawan
& Sianto, 2006).
One of the challenges in business is maintaining
loyal customers. Customer loyalty is the willingness
of customers to use the services of a company
repeatedly and recommend the company's services to
others (Saputra, 2017). Customer experience in
buying a product will influence other customers.in
buying a product, so the company must be able to
create products that suit the needs and tastes of
customers.
Customer loyalty and satisfaction play an
important role in a company, retaining them means
improving financial performance and maintaining
company survival. The benefit of customer loyalty is
the reduced influence of attacks from competitors
from similar companies, not only competition in
terms of products but also competition in terms of
perception (Zai et al., 2022). In addition, loyal
customers can encourage the development of the
company by providing ideas or suggestions to the
company to improve the quality of its products.
Hidajat, K. and Ananda, S.
The Effect of E-Service Quality in Taking Container Units on Customer Loyalty Moderated by Customer Satisfaction of Container Modification CV. Kay Alor Sejahtera North Jakarta.
DOI: 10.5220/0012579400003821
Paper published under CC license (CC BY-NC-ND 4.0)
In Proceedings of the 4th International Seminar and Call for Paper (ISCP UTA ’45 JAKARTA 2023), pages 269-275
ISBN: 978-989-758-691-0; ISSN: 2828-853X
Proceedings Copyright © 2024 by SCITEPRESS – Science and Technology Publications, Lda.
269
CV. Kay Alor Sejahtera has an internet-based
electronic service or website by going to a special
address https://kaycontainer.com/ is a Uniform
Resources Locator (URL) with a special paid domain
(.com). Usually this service is used by Kay Alor
Sejahtera to connect between the company and
customers for ordering container modifications,
including picking up container units at the depot and
operating container units through admin customer
service email, open chat (WhatsApp), Facebook,
Twitter, Instagram, and phone number.
2 LITERATURE REVIEW
2.1 E-Service Quality
E-Service Quality is a service provided on the intenet
network as an extension of a site's ability to facilitate
shopping, purchasing, and distribution activities
effectively and efficiently. E-Service Quality or also
known as e-servqual is part of service quality. E-
service quality is an activity carried out by a person
or group of people based on material factors through
certain systems, procedures, and methods in order to
fulfil customer activities and needs (Magdalena &
Jaolis, 2018).
Service is the most important thing in an
organisation. Every staff member responsible for
serving customers must be able and courageous to
utilise their competence to serve and satisfy the needs
of the customers themselves. Every customer will
definitely have a desire, coupled with a different
attitude. The fundamental principles in serving
customers are creating a positive first impression,
friendliness and politeness, demonstrating a good
attitude, integrity, and serving with heart (Suparman
et al., 2016).
Electronic service quality has four dimensions,
namely reliability, web design, security and customer
service. In addition, Wolfinbarger and Gilly (2003) in
Andrias and Himawani (2019) defined indicators to
measure the quality of electronic services, namely:
i. Reliability, namely: the company's ability
to provide adequate and satisfactory
service.
ii. Website design: all elements of the
consumer experience offered on a
company's website, including navigation,
information retrieval, request processing,
etc. requests, and appropriate
personalization.
iii. Security, namely payment security and
consumer information privacy
iv. Customer service, services used to solve
problems responsiveness and the
company's willingness to help customer
problems (Normanita et al., 2021: 441).
2.2 Container Unit Pickup
Retrieval for containers can be interpreted as
unloading and loading containers. The definition of
"unloading" is the process of lowering the container
unit from the ship, while "loading" is the process of
raising the container unit into the ship (Gunawan &
Sianto, 2006:79).
Tanaya (2007) conducted a previous study on the
"loading and unloading" process, which looked at
three factors that were considered influential: ratio,
weight, and time. It was found that ratio and weight
had the greatest influence, while the start time of the
process did not have a significant influence because
in Surabaya Container Terminal there is only one
type of gank and one type of transport equipment,
this study did not look at the factors of ganks and
transport equipment (Gunawan & Sianto, 2006: 80).
The collection of this container unit can be
carried out not only from the dock to the ship, but
also from the container depot (container storage),
which is usually done by companies specifically
engaged in container rental. The container can be
divided into several volumes (quantities).
1. 20 Feet (6.10 meters x 8 feet wide or
2.44 meters x 8 feet 6 inches or 2.59 meters)
2. 40 Feet (12 x 19 meters x 8 feet wide or
2.44 meters x 8.6 feet or 2.59 meters high)
The container volume as described above,
specifically for the 20 feet modification can be
divided into two: 10 feet (3 meters x 8 feet wide or
2.44 meters x 8 feet 6 inches high or 2.59 meters).
Modified containers are typically utilized in the
commercial sector (shops, cafes, product franchises
such as teapots, burgers, cakes, etc.). The office
sector also employs modified containers, such as
constructing offices for toll road project activities,
shipbuilding projects, mining projects, etc. The
housing sector also utilizes modified containers,
usually 20ft to 40ft in size/volume.
Modified containers can be ordered at prices
generally range from Rp. 50 million to Rp. 100
million. Modified containers use container base
material from depot volumes of 20 feet to 40 feet
with a purchase price of around Rp. 17 million
(empty 20 feet containers) and for empty 40 feet
containers around Rp. 25 million. The buying and
selling price of empty and modified container units
depends on the rise and fall of the USD for the
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purchase of container units, entrepreneurs can
modify containers directly from overseas buyers
such as Singapore, Denmark, Hong Kong.
2.3 Customer Loyalty
Customer loyalty is someone who has become
accustomed to buying the products offered and
interacting frequently (making purchases) over a
period of time, while remaining loyal to all company
offerings. Loyalty shows conditions from a certain
duration of time to time and requires that the purchase
action occurs no less than twice (Rifa'i, 2019: 51).
Managing customer loyalty starts with
understanding how and why loyalty is created, which
begins with the buying cycle. The buying cycle
moves through product awareness, initial purchase,
post-purchase evaluation, and repurchase decision.
Paying attention to customer needs is an important
step in encouraging customers who make repeat
purchases to form deeper loyalty. Indicators of
customer loyalty, as stated by Griffin (2019), include:
A. Repeat Purchases. Repeat purchases can be the
result of market dominance by a company that
manages to make its product the only
alternative available.
B. Giving Referrals to Others. Loyal customers
are very potential to spread or become word of
mouth advertisers for the company.
C. Rejection of Competitor Products Customers
who are loyal to a particular product or
company tend to be attached to the brand or
company and will return to buy the same
product again at that company even though
there are many other alternatives available
(Ramanta et al., 2021: 1020).
2.4 Customer Satisfaction
Customer satisfaction is an individual's feeling of
pleasure or disappointment resulting from comparing
the perceived product or service (or outcome) with the
anticipated one (Sumartini and Tias, 2019: 112). As
per Lesmana and Ratnasari (2019), customer
satisfaction is about the expectations they have and
the actual performance they receive. If expectations
are high, but the performance is poor, customers are
unlikely to achieve satisfaction and instead may feel
let down. Conversely, if performance exceeds
expectations, satisfaction will increase. According to
Fadhli et al. (2021), customer satisfaction has many
benefits for the company by achieving a high level of
customer satisfaction. These include increasing
customer loyalty, preventing customer turnover,
reducing customer sensitivity to price, lowering
marketing failure costs, reducing operating costs
caused by an increase in the number of customers,
boosting advertising effectiveness, and improving the
business's reputation. According to Saputra &
Sudarsa (2019), indicators of customer satisfaction
include:
a. Re-Purchase. Buying back, where the customer
will return to the company to find goods or
services.
b. Creating Word of Mouth. In this case,
customers will say good things about the
company to others.
c. Creates a brand image. Customers will pay less
attention to brands and advertisements of
competitors' products.
d. Make a purchase decision for the same
company. Buying other products from similar
companies.
3 METHODS
3.1 Type of Research, Time and
Location
In this study, the type of explanatory research,
Sugiyono (2017) reveals that it is a research method
that is used to analyse the results of the research. It is
intended to explain the position of the variables
studied and the influence between one variable and
another (Ananda, 2020: 149). The research was
conducted for 3 months, the research location was at
CV. Kay Alor Sejahtera.
3.2 Operational Variables and Concept
Model
This research uses the basic theory of:
1) Wolfinbarger and Gilli (2003) on E-Service
Quality; 2) Griffin (2019) about Building Customer
Loyalty. 3) According to Saputra & Sudarsa (2019)
about Customer Satisfaction.
Operational Variables based on the basic theory
above Table 1.
The Effect of E-Service Quality in Taking Container Units on Customer Loyalty Moderated by Customer Satisfaction of Container
Modification CV. Kay Alor Sejahtera North Jakarta
271
Table 1: Operational Variables.
Variables
Indicator
1) E-Service Quality
(X)
1. Reliability
2. Website Design
3. Security
4. Customer Service
2) Customer
Loyalty (Y)
1. Repeat Purchases
2. Provide
Referrals to
Others
3. Rejection of
Competitor
Products
3) Customer
Satisfaction
(Z)
1. Re-Purchase
2. Creating Word
of Mouth
3. Creating a
Brand Image
4. Creating a Purchase
Decision
In the Same
Company.
Source: Processed by Researchers, 2023.
Table 1 Operational Variables with research
hypotheses:
3.2.1 H1 = E-Service Quality has the ability to
influence Container modification customer
loyalty.
3.2.2 H2 = Customer satisfaction affects
Container modification customer loyalty
3.2.3 H3 = customer satisfaction has the ability to
moderate the effect of E-Service Quality on
container modification customer loyalty.
The hypothesis above explains the concept model of
the research variables as in Figure 1 below.
Figure 1: Research Variable Concept Model.
Source: Processed by Researchers, 2023.
3.3 Data Collection Methods
Data collection techniques were carried out within a
period of 3 months in this study using two ways,
namely:
a. Questionnaire method, which is a data
collection method carried out by giving a set of
questionnaires in the form of written statements
to the respondents who are answered by the
respondents.
b. Google Form is distributed via WhatsApp on
CV customers. Kay Alor Sejahtera.
3.4 Population and Sampling
The population used in this study is limited to
customers of CV Kay Alor Sejahtera North Jakarta,
on the grounds that in order to achieve universal
homogeneity and generalization of meaning or
perception on the ability to influence E-Service
quality in taking container units CV Kay Alor
Sejahtera North. Researchers use availability
sampling, namely available sampling, researchers
utilise available subjects (Alwi, 2012), from a list of
59 available customers who have made transactions
with CV Kay Alor Sejahtera North Jakarta at least
once in 2023.
3.5 Data Processing
Variance-based Structural Equation Modelling
(SEM) or Partial Least Square (PLS) method
involves several research variables with parameter
estimation methods. Bootstrap. PLS is an analytical
method that can be applied to all data scales, does not
require many assumptions and the sample size does
not have to be large (Jonathan & Anondho, 2018).
PLS aims to obtain variable values for prediction
purposes (Hoyyi & Santoso, 2017).
3.6 Validity Test
This outer model test uses the help of the PLS
Algorithm procedure. The analysis stage on the outer
model is measured using validity and reliability
testing. Based on the Rule of Thumb Convergent
Validity Test, Outer Loading > 0.7. Chin (1995) in
Hasanah's (2021) research (Ananda, 2020).
3.7 Reliability Test
Using the Partial Least Square (PLS) method, two
methods are utilized, namely Cronbach's alpha with a
minimum value of 0.7 and an ideal value of 0.8 / 0.9,
Customer
Satisfaction
E Service
Qualit
y (X)
Customer
Loyalty
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as well as composite reliability. Discriminant validity
can be deemed achieved if the AVE value surpasses
0.5 (Djojohadikusumo, 2017).
3.8 Inner Model
Testing the structural model of the inner model test
can be seen from the R-squared value in the equation
between latent variables. 2The R- squared value
explains how much the exogenous (independent /
free) variables in the model are capable of explaining
the dependent endogenous variables/bonded). R2 has
rules for model criteria very strong 0.70, strong 0.46
to 0.70, moderate 0.26 to 0.45, weak ≤ 0.25 (Ananda,
2020).
3.9 Hypothesis Test
PLS hypothesis testing relates to a non- parametric
bootstrap procedure to test the significance of the
coefficients (Hoyyi & Santoso, 2017). The test is
carried out with a t-test and if a p-value of 0.05 (5%
alpha) is obtained, it is concluded to be significant and
vice versa.
4 RESULTS AND DISCUSSION
4.1 Respondent Characteristics
Research respondents based on gender can be seen as
Table 2 below.
Table 2: Respondents by Gender.
Gender
Total
Percentage
Number of
Respondents
Male
64,4
38
Female
35,6
21
Source: Google Form processed by researchers, 2023.
4.2 Respondents Based on Education
The characteristics of respondents based on education
can be seen from Table 3 below.
Table 3: Respondents Based on Education.
Total percentage
Number of
Respondents
16,9
10
74,6
44
8,5
5
Source: Google Form processed by researchers, 2023.
4.3 Respondents by Order
Characteristics of Respondents based on customer
orders at CV. Kay Alor Sejahtera can be found as
Table 4 below.
Table 4: Characteristics of respondents based on order.
Order
Total
Percentage
Number of
Companies
1 Time
40
24
More than 2
times
50
30
Never
10
5
Source: Google Form processed by researchers, 2023.
4.4 Respondents Based on Position
The characteristics of respondents based on customer
positions at CV Kay Alor Sejahtera can be found in
Table 5 below.
Table 5: Characteristics of respondents based on position.
Position
Total
Percentage
Owner/Vice President
2
3,4
Manager/Leader/Director
10
16,9
Operational
6
10,16
Marketing
11
18,6
Staff/Employees
11
18,6
Administration
9
15,25
Tech. Operator/Production/
Engineering
5
8,47
Coordinator/Headline
3
5,08
Miscellaneous
2
3,38
Source: Google Form processed by researchers, 2023.
4.5 Research Results
Figure 2: Path Coefficient - Convergent Validity.
Source: SmartPLS 3.3.3.
The Effect of E-Service Quality in Taking Container Units on Customer Loyalty Moderated by Customer Satisfaction of Container
Modification CV. Kay Alor Sejahtera North Jakarta
273
The results of research tests with PLS (Partial Least
Square) show the results of validity, reliability (Outer
Model) and research hypothesis test results (Inner
Model). Validity and reliability in the form of outer
loading test results, Cronbach alpha, composite
reliability, discriminant validity, and average
variance extracted (AVE). The research hypothesis
test uses the T-Statistic Test and R. Square.
4.6 Outer Loading Test
The results of this study can be concluded that Outer
loading E Service Quality, Customer Loyalty,
Customer Satisfaction> 0.7 according to Chin (1995)
nothing is eliminated, according to the rule of thumb.
4.7 Validity and Reliability Test
Results
Table 6: Construct Validity and Reliability.
CA
rho_A
CR
AVE
ESQ
0,962
0,962
0,972
0,897
CL
0,927
0,927
0,953
0,872
CS
0,912
0,914
0,938
0,792
M
1.000
1.000
1.000
1.000
Source: SmartPLS 3.3.3.
The results of the validity and reliability tests in Table
6 above, composite reliability shows> 0.7, then
Cronbach's alpha value is achieved, and AVE value>
0.5.
4.8 Discriminant Validity Test Results
Table 7: Discriminant Validity Test.
CL
CS
ESQ
ESQ
0,897
0,897
0,947
CS
0,915
0,890
CL
0,934
Source: SmartPLS 3.3.3.
Discriminant Validity shows > 0.7, the conclusion is
that E-Service Quality (ESQ), Customer Satisfaction
(CS), Customer Loyalty (CL) show good validity, the
correlation value between variables with other
variables.
4.9 R-Square Test Results
The results of the R-Square test for the Customer
Loyalty variable show that it has the ability to
influence 0.868 / 86.6% while the remaining 13.4%
through other variables is not included in this study.
The results of this R Square are very strong criteria.
4.10 Hypothesis Test Results
H1 = E-Service Quality has the ability to influence
Container modification customer loyalty.
E-Service Quality T Statistic 2.839> 1.96 T Table, P
Value 0.005 <0.05 significance level 0.05 / 5%.
These results indicate that (X) E-Service Quality has
a positive effect on Customer Loyalty (Y). The
results of this Hypothesis Test are in accordance with
research from Normanita, Koerniawan Hidajat,
Yogantari M.V. (2021) that E-Service Quality has the
ability to indirectly influence Customer Loyalty
(Hidajat & Yogantari, 2021).
H2 = Customer satisfaction affects Container
modification customer loyalty
T Statistic 3.851> 1.96 T table, P Value 0.000 <0.05
significance value of 5%.
The results of this hypothesis are in accordance
with research from Normanita, Koerniawan Hidajat,
Yogantari M.V. (2021) showing customer
satisfaction is able to influence consumer loyalty
(Hidajat & Yogantari, 2021). H3 = customer
satisfaction has the ability to moderate the effect of E-
Service Quality on container modification customer
loyalty.
T Statistics 0.393 < 1.96, P Value 0.695 > 0.05
significance value of 5%. This hypothesis shows that
customer satisfaction has a weak ability to directly
moderate the effect of E-Service Quality on customer
loyalty. This is due to, amongst other things, slow
response to customer complaints, detailed neatness of
workmanship that is not in accordance with the
customer, and technical constraints on land delivery
of containers by lorry. This hypothesis is similar to
research from Normanita, Koerniawan Hidajat,
Yogantari M.V. (2021), that loyalty does not have the
ability to indirectly mediate E-Service Quality on
customer satisfaction (Hidajat & Yogantari, 2021).
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5 CONCLUSIONS AND
SUGGESTIONS
Respondents from this study were 59 respondents
who met the criteria of having placed an order at CV.
Kay Alor Sejahtera. The conclusions of this study are
based on the results of hypothesis testing conducted
using SmartPLS, allowing for the drawing of
conclusions. As follows:
1. E-Service Quality has a positive effect on
customer loyalty, if customers are served
orders quickly based on electronics / internet
such as whatshapp, customers will try to re-
order back container rental and container
services for commercial purposes.
2. Customer satisfaction has a positive effect on
customer loyalty if served quickly for
complaints, the more loyal.
3. Customer satisfaction has a weak ability to
directly moderate the effect of e-service quality
on the retrieval of container units. Customers
are slightly satisfied with using digital
services/internet website application on
WhatsApp for customer loyalty. This is caused
by, among others, slow response to customer
complaints, lack of attention to neatness in
workmanship according to customer
preferences, and technical constraints on land
delivery of containers by trucks.
Suggestions from researchers that can be
considered for further research, namely: The number
of respondents obtained must be above that in this
study. The more the number of respondents obtained,
the better the research results will be obtained, the
results of this research can be used as a material
consideration for both business entities and the people
of Indonesia, Further research is expected to be able
to get more previous research journals for research
variables.
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