The influence of electronic service quality and perceived value on customer loyalty with electronic trust and customer satisfaction as mediating variables on the Agoda application

https://doi.org/10.35912/ahrmr.v5i2.3161
Published: Jul 23, 2025

Abstract:

Purpose: This study examines how e-service quality and perceived value influence customer loyalty on Agoda, with e-trust and customer satisfaction as mediators. Although prior studies link high service quality to strong loyalty, Agoda shows otherwise, revealing a gap addressed through an integrated loyalty model.

Methodology: The research adopts a quantitative approach using purposive sampling. A total of 384 respondents of Agoda users in Indonesia were surveyed through an online questionnaire. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0 and supplemented by Importance-Performance Map Analysis (IPMA).

Results: The results reveal that e-service quality has the most substantial total effect on customer loyalty, surpassing perceived value. However, its low performance score positions it as a critical area for improvement. Both e-trust and customer satisfaction significantly mediate the relationship between the independent and dependent variables.

Conclusions: Based on the problem formulation, hypotheses, results, and discussion, it can be concluded that e-service quality and perceived value influence customer loyalty on the Agoda application through e-trust and customer satisfaction as mediating variables.

Limitations: This study is limited to users of the Agoda platform in Indonesia, which may reduce its generalizability to other countries or OTAs. The study provides actionable insights for OTA platforms, particularly Agoda, in designing strategies to improve loyalty through digital service enhancement and value optimization.

Contribution: This study uniquely investigates the mediating role of e-trust and customer satisfaction in the Agoda context, where loyalty issues persist despite positive service perception, an area previously underexplored in OTA research.

Novelty: This study highlights a novel approach by examining the mediating roles of e-trust and customer satisfaction in the relationship between e-service quality and perceived value on customer loyalty in the context of Agoda.

Keywords:
1. Agoda
2. Customer Loyalty
3. Customer Satisfaction
4. E-Service Quality
5. E-Trust
6. Perceived Value
Authors:
1 . Aisyah Zahra Riswanda
Telkom University, Bandung, Jawa Barat, Indonesia
2 . Heppy Millanyani
Telkom University, Bandung, Jawa Barat, Indonesia
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Riswanda, A. Z., & Millanyani, H. (2025). The influence of electronic service quality and perceived value on customer loyalty with electronic trust and customer satisfaction as mediating variables on the Agoda application. Annals of Human Resource Management Research, 5(2), 463–478. https://doi.org/10.35912/ahrmr.v5i2.3161
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Vol. 5 No. 2 (2025): June
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  2. Akbar, R. N., & Endayani, F. (2022). Pengaruh E-Trust dan E-Satisfaction Terhadap Meningkatnya E-Loyalty pada Pengguna Aplikasi E-Commerce di Kalangan Generasi Millenial. Competence: Journal of Management Studies, 16(1), 35-49. doi:https://doi.org/10.21107/kompetensi.v16i1.14306
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  4. Alnaim, A. F., Sobaih, A. E. E., & Elshaer, I. A. (2022). Measuring the Mediating Roles of E-Trust and E-Satisfaction in the Relationship between E-Service Quality and E-Loyalty: A Structural Modeling Approach. Mathematics, 10(13), 1-15. doi:https://doi.org/10.3390/math10132328
  5. Andiyani, K., Handayani, P. W., & Pinem, A. A. (2020). The Influence of Perceived Value and User Satisfaction on Flight Ticket Booking Application User Loyalty in Indonesia. 2020 International Conference on Advanced Computer Science and Information Systems (ICACSIS), 211-216. doi:https://doi.org/10.1109/ICACSIS51025.2020.9263203
  6. Ansar, M. a. J., & Millanyani, H. (2024). The Relationship Between Customer Relationship Management (CRM) and Customer Loyalty: The Moderating Role of Customer Trust (Case Study on Lion Air Airline in Indonesia). International Research Journal of Economics and Management Studies IRJEMS, 3(9), 93-103. doi:https://doi.org/10.56472/25835238/irjems-v3i9p113
  7. APJII. (2024). Jumlah Pengguna Internet Indonesia Tembus 221 Juta Orang. Retrieved from https://apjii.or.id/berita/d/apjii-jumlah-pengguna-internet-indonesia-tembus-221-juta-orang
  8. Ashiq, R., & Hussain, A. (2024). Exploring the Effects of E-Service Quality and E-Trust on Consumers'e-Satisfaction and E-Loyalty: Insights from Online Shoppers in Pakistan. Journal of Electronic Business & Digital Economics, 3(2), 117-141. doi:https://doi.org/10.1108/JEBDE-09-2023-0019
  9. Boksberger, P. E., & Melsen, L. (2011). Perceived Value: A Critical Examination of Definitions, Concepts and Measures for the Service Industry. Journal of services marketing, 25(3), 229-240. doi:https://doi.org/10.1108/08876041111129209
  10. Chao, S.-L., Yu, M.-M., & Wei, S.-Y. (2024). Ascertaining the Impact of E-Service Quality on E-Loyalty for the E-Commerce Platform of Liner Shipping Companies. Transportation Research Part E: Logistics and Transportation Review, 184. doi:https://doi.org/10.1016/j.tre.2024.103491
  11. Chen, Q., Jin, J., & Yan, X. (2022). Understanding Online Review Behaviors of Patients in Online Health Communities: An Expectation-Disconfirmation Perspective. Information Technology & People, 35(7), 2441-2469. doi:https://doi.org/10.1108/ITP-04-2021-0290
  12. Chinomona, R., Masinge, G., & Sandada, M. (2014). The Influence of E-Service Quality on Customer Perceived Value, Customer Satisfaction and Loyalty in South Africa. Mediterranean Journal of Social Sciences, 5(9), 331-341. doi:https://doi.org/10.5901/mjss.2014.v5n9p331
  13. Christinto, I. M. D., Triwijayati, A., & Adriana, E. (2023). The Influence of Benevolence, Competence, and Integrity on E-Loyalty in the Usage of E-Wallet Applications in Indonesia. American International Journal of Business Management (AIJBM), 6(7), 35-45.
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