The role of customer satisfaction in mediating the influence of perceived value and trust on reuse intention

Abstract

Reuse intention is defined as a consumer's willingness to continue using a service after the initial experience. This study addresses the issue of declining reuse intention among ShopeeFood users in Denpasar. The main objective is to examine the mediating role of customer satisfaction in the relationship between perceived value and trust toward reuse intention. Drawing upon the Technology Acceptance Model (TAM) and Commitment-Trust Theory (CTT), this study employed purposive sampling to collect data from 160 ShopeeFood users. Data were collected through an online questionnaire and analyzed SEM-PLS approach. The results reveal that perceived value significantly and positively affects reuse intention. Trust has a significant positive impact on both customer satisfaction and reuse intention. Furthermore, customer satisfaction is found to significantly influence reuse intention. The mediation test indicates that customer satisfaction partially and significantly mediates the relationship between perceived value and trust toward reuse intention. These findings contribute to the theoretical development of TAM and CTT in the context of digital service reuse behavior. Practically, the results offer valuable input for companies to enhance customer loyalty. By improving perceived value and fostering trust, businesses can increase customer satisfaction, which ultimately drives reuse behavior in digital platforms such as ShopeeFood.