Peran Moderasi Toleransi Pelanggan terhadap Pengaruh Pengalaman Pelanggan Terhadap eWOM Negatif
DOI:
https://doi.org/10.26740/jim.v10n4.p1182-1193Kata Kunci:
negative experience, positive experience, customer tolerance, negative eWOM, moderationAbstrak
Suara negatif pelanggan dapat merugikan perusahaan, Ketika suara negatif tersebut tersebar luas di media sosial. Upaya untuk mencegah pelanggan bersuara negatif antara lain dengan memenuhi janji-janji ataupun pengalaman pelanggan yang baik. Disisi lain, dalam proses pertukaran nilai antara pelanggan dengan perusahaan, ada bukti dari studi sebelumnya bahwa pelanggan dapat bertindak sebagai pembela (advocate) perusahaan atau memberikan toleransi atas ketidaksesuaian layanan perusahaan. Studi ini bertujuan mengkonfirmasi peran moderasi toleransi pelanggan pada pengaruh pengalaman positif dan pengalaman negative terhadap eWOM negative. Model diuji dengan Partial Least Square – Structural Equation Modeling (PLS-SEM) dari 209 sampel. Analisis data menemukan bahwa toleransi pelanggan dapat memoderasi pengalaman pelanggan terhadap eWOM negatif. Toleransi pelanggan atas ketidaksesuaian layanan memperkuat pengaruh pengalaman negative terhadap eWOM negatif. Sebaliknya, toleransi pelanggan dapat menurunkan pengaruh pengalaman positif terhadap eWOM negatif.
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