Factors Predicting Consumer’s Loyalty to One Stop Service On-Demand Application

Abstract

The purpose of this research was to study the media and information exposure, marketing mix (4C’s), service quality and brand loyalty in terms of attitude and behavior of consumers towards one stop service on-demand applications. The factors of the media and information exposure, marketing mix, and service quality on consumer's loyalty of using one stop service on-demand applications were also predicted. This research was quantitative research conducting questionnaire for data collection from 400 respondents who aged 18 years old and above and who have used one stop service on-demand applications at least three times per month during the past 3 months. The study showed that most consumers have exposed to media at the average level particularly via online media. They rated high attitude on easy and multiple services especially being able to view cost before using. Moreover, the respondents have high satisfaction towards using one stop service on-demand applications with trust and credibility. In the same vein, consumers have brand loyalty at a very high level in terms
of behaviors such as repeatedly using and recommending one stop service on-demand applications to others. It is also found that service quality is the best factor for predicting consumer’s loyalty toward using one-stop service on-demand applications followed by marketing mix (4C’s). However, the media and information exposure cannot predict consumer’s loyalty toward using one stop service on-demand applications.