Customer Loyalty in Go-Food: The Antecedent of Satisfaction

This study aims to analyze factors that affect customer satisfaction which will influence customer loyalty in Go-Food, an Online Delivery-Sourcing in Indonesia. Customer loyalty model was based on previous research which includes perceived value and satisfaction aspect. The antecedents of satisfaction were adopted from mobile service quality (M-S-QUAL). To validate the factors, 852 respondents' data were collected. The data were analyzed using Covariance-Based Structural Equation Model (CB-SEM) and processed in AMOS 22.0 tools. Based on the analysis, this study found six antecedents of satisfaction which are efficiency, content, fulfilment, responsiveness, contact, and billing. All the factors positively affect satisfaction. Among those factors, fulfilment factor has the strongest impact. Meanwhile, privacy and compensation were found not affecting customer satisfaction. These rmdings could be used to maintain customer loyalty of Go- Food by improving factors influencing satisfaction.