Customer Loyalty Based On Internet Service Providers-Service Quality

Evaluating user loyalty attitudes and behavior based on perceived service is a strategy for internet service providers to survive and win the competition. This study aims to analyze customer attitudinal and behavioral loyalty based on the service quality of internet service providers, namely network quality, customer service, information quality, security, and privacy. Data was collected using a questionnaire distributed to 397 users who subscribe to fixed broadband in five major cities in Indonesia (DKI Jakarta, Tangerang, Depok, Bekasi, and Bogor). The purposive sampling technique was determined from the research area with the criteria of one year of subscription to fixed broadband internet. The author uses a quantitative method with Structural Equation Modeling based on variance (PLS) to answer the hypothesis. The study results prove that all hypotheses have a positive and significant effect. Security and privacy are the most potent factors in explaining customer attitudinal and behavior loyalty.