Effects of Perceived Benefit and Cost on Customer Loyalty in Trade SMEs
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Customer loyalty is a critical determinant of survival for small enterprises navigating competitive digital commerce landscapes. This study investigates the independent structural effects of the benefit and cost dimensions of customer perceived value on digital customer loyalty within the trade sector. Employing a quantitative explanatory design, primary data were gathered through structured questionnaires administered to executives of localized businesses in Indonesia. Multiple linear regression analysis was utilized to decode the predictive mechanisms. The empirical findings reveal that both the benefit dimension and the cost dimension exert positive, statistically significant impacts on customer loyalty. Crucially, the cost dimension demonstrates a superior structural influence compared to the benefit dimension. This research concludes that systematically eradicating digital transactional friction is an exceptionally potent strategic catalyst for consumer retention. These results actively compel digital managers to architect completely frictionless online purchasing journeys alongside personalized relational engagements to secure sustainable competitive advantages within modern marketplaces.
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