The Impact Of Digital Trust On Customer Satisfaction And Loyalty (The Case Of Digitalization In Container Shipping Services In Indonesia)

Abstract

The COVID-19 pandemic has driven digital transformation in many industries. Digitalization is also developing and affecting non-technology industries, including the cargo shipping industry with containers using ships in Indonesia which is experiencing digitalization changes in its services and operations. Indonesian container shipping companies have prepared strategies to maintain long-term relationships by increasing customer satisfaction and loyalty through digitalization. The purpose of this study was to determine how the effect of digital trust compared to service quality on customer satisfaction and loyalty. Qualitative data collection was conducted across 152 freight forwarding companies with respondents working in operations, customer service, sales, and marketing departments. The hypothesis is tested using a structural equation model (SEM). The research found that digital trust has no direct relationship with customer loyalty; But when mediated by customer satisfaction, digital trust affects customer loyalty. Service quality remains a determinant of customer satisfaction and loyalty. This research presents the influence of customer loyalty not only through traditional service quality but also digital trust in the modern era, which is still relatively new in the container shipping industry in Indonesia.