The Effect of Trust and Service Quality to Customer Value Moderated by the Perceived Ease of Use (Case Study Bluebird Taxi in Indonesia)

Abstract

Taxi is one of the means of land transportation growing and developing quite rapidly since the 90s has become one of the prima donas of alternative transportation in Indonesia. PT. Blue Bird Pusaka is a business entity that concentrates one of its business sectors in the transportation services industry sector, namely taxis. The rapid development of the business world today causes companies to face intense competition. Competition is not only between conventional taxi companies but also with online taxis. Blue Bird's revenue in 2015 still recorded a pretty good revenue growth performance. However, once entering 2016, Blue Bird's income continues to decline every quarter. In the first quarter of 2016, Blue Bird's revenue was valued at Rp1.27 trillion, down 11 percent from the fourth quarter of 2015 amounting to Rp1.43 trillion. In the following quarter, Blue Bird's revenue reached Rp1.19 trillion, down 6 percent from the first quarter of 2016. In the third quarter, the company's revenue dropped again to Rp1.17 trillion. In the fourth quarter, the company earned revenues of Rp1.15 trillion, down 2 percent from the previous quarter. In early 2017, the downward trend in Blue Bird's income continued. In the first quarter of 2017, the company's revenue dropped 10 percent by posting revenues of Rp1.03 trillion. This achievement has also been the lowest point since 2015. This study aims to examine the phenomenon of customer value, seen from the trust and quality of service and perceived ease of use as a moderating variable. This type of research is a conclusive design research that is the type of inference research that aims to test a particular hypothesis, either through in-depth research on a problem (descriptive) or looking for relationships between variables (correlative) between the independent variable and the dependent variable. The analytical method uses testing with Moderated Regression Analysis (MRA) with its analysis tool SPSS 22. The outcome of this study shows that trust has a positive effect on customer value and service quality has a positive effect on customer value. Perceive ease of use as  moderating variable between trust and service quality to customer value both of them are negatively and significantly. This condition occurs because most respondents aged 35 years and over where the category of respondents are not too familiar with technology and the use of technology for them is not something that makes it easy to interact.

Keywords: trust, service quality, perceived ease of use, customer value

DOI: 10.7176/EJBM/12-18-09

Publication date:June 30th 2020