Analysis of Customer Journey on Customer Satisfaction in the Online Transportation Industry in Makassar
DOI:
https://doi.org/10.52103/jms.v7i1.2262Keywords:
Customer Journey, Customer Satisfaction, Online TransportationAbstract
This study aims to analyze the effect of the customer journey on customer satisfaction in the online transportation industry in Makassar City. The issue addressed concerns how customer experiences at each service touchpoint, from pre-booking to post-service, contribute to the formation of customer satisfaction. This research employs a quantitative approach with an explanatory design. Primary data were collected through a survey using a Likert-scale questionnaire distributed to 182 respondents selected through purposive sampling, namely online transportation users who had used the service at least twice in the past three months. Data were analyzed using descriptive statistics and multiple linear regression with the assistance of SPSS software. The results indicate that the customer journey has a positive and significant effect on customer satisfaction (β = 0.721; p < 0.001), with a coefficient of determination (R²) of 0.518. The travel experience and booking process dimensions are the most dominant factors in enhancing customer satisfaction. These findings suggest that the quality of interaction during the trip, as well as the ease and reliability of the application system, are key determinants in shaping satisfaction perceptions.This study concludes that optimizing the overall customer experience at every stage of service can significantly improve customer satisfaction. Practically, the findings provide implications for online transportation companies to enhance service quality and digital systems in order to maintain competitiveness. Theoretically, this research contributes to the development of the customer journey concept as a multidimensional construct in explaining customer satisfaction within the context of online transportation in a medium-sized Indonesian city.
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