Customer Loyalty in Collaborative Consumption Model: Empirical Study of CRM for Product-Service System-Based e-Commerce in Indonesia

Adhi Setyo Santoso, Arlo Erdaka
2015 Procedia Computer Science  
Collaborative consumption has been changing how the people consume products in recent years. The economy model has been adapted by rising Start-Ups and enables lower-income consumers to remove the cost barrier by using access-based consumption. However, up until now the research and empirical study about collaborative consumption practice in a developing country with lower-income consumers compared to developed country is very limited. In this paper, we will explore one of the systems of the
more » ... e systems of the collaborative consumption, product-service system in term of customer loyalty by using data from babyloania.com, a Start-Up that using this model. We use multiple regression method with 266 transaction data from customers who have already made at least twice transaction and joined as members for at least 4 months to predict the customer lifetime value and check the significance of its antecedents. In our findings, initial perceived value of saving benefit, initial recency, and initial monetary value have significant effect to customer loyalty measured by transaction frequency and customer lifetime value.
doi:10.1016/j.procs.2015.12.162 fatcat:74rj4z5lhrf7hfwqet2hrop254