The consumer intention to use digital membership cards

Fergyanto E. Gunawan; Inka Sari; Yanfi

Article Details

Research Article Volume 13 Issue 04

The consumer intention to use digital membership cards

Fergyanto E. Gunawan • Inka Sari • Yanfi

Published: 02 Jul 2019 Issue:Volume 13 Issue 04 Jul 2019 Author details below

Fergyanto E. Gunawan

Bina Nusantara University, Jakarta, Indonesia

Inka Sari

Bina Nusantara University, Jakarta, Indonesia

Yanfi

Bina Nusantara University, Jakarta, Indonesia

Loyalty Program User Acceptance Mobile Apps Customer Relationship Management

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Abstract

Research summary

The study focuses on the consumer perception regarding digital membership card, an trendy instrument in the customer relationship management (CRM). It adopts the Unified Theory of Acceptance of the Use of Technology 2, which takes into account the following determinants: performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price value, and habit. The population of the study is consumers having any membership cards. The data are collected from a random sample by using questionnaires on the Likert scale. The collected empirical data in conjunction with a multivariate regression model suggest the followings. The price value aspect is the key factor influencing the continuous intention of use of the instrument. The aspects of social influence, performance expectation, and effort expectation are more important than the hedonic motivation aspect. The findings imply that for companies to succeed with the digital CRM instrument, offering strong competitive advantages at a lower price is still important as much as the user friendliness of the device.

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Published 02 Jul 2019

How to Cite

Gunawan, F. E., Sari, I., & Yanfi. (2019). The consumer intention to use digital membership cards. Journal of Business and Retail Management Research, Volume 13 Issue 04.

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APA

Gunawan, F. E., Sari, I., & Yanfi. (2019). The consumer intention to use digital membership cards. Journal of Business and Retail Management Research, Volume 13 Issue 04.

MLA

Gunawan, Fergyanto E., et al.. "The consumer intention to use digital membership cards." Journal of Business and Retail Management Research, Volume 13 Issue 04, 2019.

Chicago

Fergyanto E. Gunawan, Inka Sari, and Yanfi. "The consumer intention to use digital membership cards." Journal of Business and Retail Management Research Volume 13 Issue 04 (02 Jul 2019).

Harvard

Gunawan, F. E., Sari, I., & Yanfi (2019) The consumer intention to use digital membership cards. Journal of Business and Retail Management Research, Volume 13 Issue 04

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