The Impact of Customer Satisfaction on Switching Behavior Among Online Transportation Customers: The Moderating Role of Attraction of Alternatives in Purwokerto

Abstract

This study analyze the impact of customer satisfaction on switching behavior among online transportation users in Purwokerto, focusing on the role of alternative attraction as a moderating variable. Switching behavior occurs when customers choose to leave their current service and move to another, even though they are satisfied with the services they previously received. This phenomenon raises important questions about the factors influencing customers' decisions to switch, particularly the role of customer satisfaction and the attraction of other alternatives. This study employs a quantitative research design. The population in this study consists of users of online transportation services in Purwokerto. To ensure representativeness, the sample was selected using non-probability sampling methods, specifically purposive sampling. The primary data for this research was collected through questionnaires distributed. Data collected from the survey was analyzed using the following techniques are descriptive statistics, validity and reliability testing, multiple linier regression analysis and moderated regression analysis to examine moderating effect. Through this study, it is hoped that online transportation service providers can gain insights into formulating more effective strategies to retain customers by understanding the dual influence of customer satisfaction and alternative attractions on switching behavior. The results concluded that customer satisfaction have a negative relationship between switching behavior, and attraction of alternatives can moderate the relationship between customer satisfaction with switching behavior such that higher attraction weakens the negative effect of satisfaction on switching behavior among online transportation in Purwokerto.

Keywords: Customer Satisfaction, Switching Behavior, Attraction of Alternatives, Transportation.