Design E-Business Optimization: The Role of Humanly Touch Experience in Overcoming Consumer Switching Behavior in Startup Homecare in Indonesia.

Abstract

This study aims to determine the role of Service Advantage Value and Humanly Touch Experience as mediating variables of the relationship between Consumer Caring and consumer switching behaviour. The originality of this research is the use of the variables Consumer Caring, Service Advantage Value, and Consumer Switching Behavior in one model.The research population is all customers who have experienced Homecare services at the  Startup Homecare Startup in Tasikmalaya. Sampling was done by probability sampling with the purposive random sampling method. Data analysis using Structural Equation Modeling, the number of samples is 231  Startup Homecare customers. The result Humanly Touch Experience has a significant effect on reducing Consumer Switching Behavior. This proves that the human-human process in service delivery can reduce customer switching behaviour.