What do Indonesian Facebook Advertisers Want? The Impact of E-Service Quality on E-Loyalty

摘要

The purpose of this study is to investigate the relationship of e-service quality, perceived value, e-satisfaction, and e-Ioyalty in Facebook ads service. Quantitative research is conducted via an online survey and total sample of 220 Indonesian Facebook advertisers. Structural Equation Modeling (SEM) is used to evaluate cause-and-effect relationship between construct. Descriptive analysis and factor analysis are also conducted to verify validity and reliability of the data. The findings showed that e-service quality identified as the most influential variable toward perceived value. Furthermore, e-satisfaction strongly associated with e-Ioyalty. This study yields several practical directions for digital advertising agencies especially Facebook as the owner of Facebook ads service. From a managerial standpoint, Facebook company should pay more attention to advertisers perceived value and advertisers e-satisfaction. Because a good service quality could increase advertiser's perceived value and e-satisfaction which lead to enhance advertiser's e-Ioyalty. Hence, digital advertising agencies should emphasize on information system service quality and customer service quality.