Formative Measurement of Multidimensional SERVQUAL On Internet Service Providers: The Nexus of Marketing Reaction

The quality of service offered by Internet service providers continues to interest academics and practitioners, especially with the incorporation of artificial intelligence in customer service. Therefore, this study aims to empirically substantiate the multidimensionality as a shaper of service quality of internet service providers. Besides, the study aims to establish the nexus between service quality, customer value, trust, and commitment. Furthermore, it examines the nexus between customer value and trust, as well as trust and customer commitment. Quantitative methods were used to answer the research objectives. Empirical data was collected using an online questionnaire distributed to 398 customers in three major cities in Indonesia using a purposive sampling technique. The results of this analysis provide evidence that service quality positively impacts customer trust, value, and commitment. Moreover, it was also found that customer value positively and significantly influences customer trust. Finally, trust was found to positively and significantly influence customer commitment. The study also established that internet network speed, troubleshooting, quality of web information and guidance, protection, and privacy are critical dimensions that determine the service quality of internet service providers.