THE INFLUENCE OF SERVICE QUALITY ON CUSTOMER SATISFACTION AND

CUSTOMER BEHAVIORAL INTENTIONS BY MODERATING ROLE OF

SWITCHING BARRIERS IN SATELLITE PAY TV MARKET

Review Theory

The theory that been utilize in the journal is Confirmatory Factor Analysis (CFA). It
was developed by Joreskog in 1992. CFA was first developed by Jöreskog and has
built upon and replaced older methods of analysing construct validity such as the
MTMM Matrix as described in Campbell & Fiske (1959). In statistics, confirmatory
factor analysis is a statistical technique to verify the structure factor of a set observed
variables. It is used to test whether the measure of a construct is consistent using
the hypothesis that relate between observed variables and the underlying latent
construct exist. It depends on the understanding of the nature construct by the
researcher.

The linked between theory and current practice for proposed research project is
Confirmatory Factor Analysis (CFA) can identify the relationship between iv and dv.
When the hypothesis of relation between iv and dv are prove hence the result shows
the level of customer satisfaction. Through this model also researcher can detect
when there is hypothesis is valid and relate, hence it can know whether the customer
is satisfy or unsatisfied. CFA help the researcher in order to obtain the result of
related variables towards the customer satisfaction and they can recognised in which
variables does the customer unsatisfied.
Research Model / Framework

Pricing
H1
Security
H2
Information
availability H3 Customer
Satisfaction
H4
Quality
H5
Time
H6
Shipping
Variables and Items

Variables Items
Hesitation about providing information
Risk of the loss of privacy
Security
Risk of identity theft
Identical information
Information availability Accurate information
Timely information
Free shipping
Product delivery
Delivery of the mistaken product
Shipping
Delivery of appropriate size of product (clothing)
Quality and freshness of the delivered product
Product delivery at weekends
Same quality product
Same purchase conditions
Quality
Rare product inconsistency
Money saving
Pricing Cheaper purchase
Lower expense per transaction
24/7 purchase

Time Time saving

Smart time spending

Satisfaction with online shopping

Attractiveness for usage
Customer satisfaction Recommendation to others
Pleasure of usage
Excellence of usage
Conclusion

Technology innovation has taken over the norms of traditional shopping that
nowadays everyone finds it hard to do and due to this pandemic, it really affected.
New generation or even the baby boomers has become online shoppers and prefer
more online compare to traditional ways. Due to advancement of internet, customer
is preferred to do online shopping because of speed, price, convenience, product
and service information. Regarding the new ways of shopping, retailer have created
value for their customer in a different way and in order to have a good relationship.

Based on this study can be concluded that customer satisfaction is based on the
variables of security, information availability, shipping, quality, pricing and time. The
whole study was using the confirmatory factor analysis to generate the level of
reliability between both variables. It has shown that 72.4% of the variation relates to
the dependent which is customer satisfaction. Security, information availability,
shipping, quality pricing, and time has become the benchmarking of customer
satisfaction. While shipping has become the most powerful roles in customer
satisfaction hence with a good shipping they can convert into next purchase or loyal
customer.

Recommendation to be given are every business nowadays has to get into the new
norms to have the bundle of shoppers. Newcomers of business need to observe on
what makes the customer satisfaction and what factor that really affected the
customer. This is because nature of business in online and traditional are different
due to freedom that the customer has. Every business must be very particular about
the variables that this study has done and take it as factor to enhance their business.
Innovations and upgrading are required to maintain the good quality and vibes of
customer explore the website or apps. Maintaining the server at high notch are what
every business has to do because people are exploring or shopping at any time
hence the website or apps have to be ready to serve them. Survey or study through
this model recommended to be done once a year in order for every online business
to have the latest update on what customer demanded and nature of customer for
that moment.