Journal of Management Development
The mediation effect of customer satisfaction in relationship between service quality, service
orientation and marketing mix strategy to customer loyalty
Adji Achmad Rinaldo Fernandes, Solimun Solimun,
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Adji Achmad Rinaldo Fernandes, Solimun Solimun, "The mediation effect of customer satisfaction in relationship between
service quality, service orientation and marketing mix strategy to customer loyalty", Journal of Management Development,
https://doi.org/10.1108/JMD-12-2016-0315
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The Mediation Effect of Customer Satisfaction on the Relationship between Service Quality,
Service Orientation, and the The marketing mix strategy and Customer Loyalty
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Abstract –
Purpose: The aim of this paper is to investigate the mediation effect of customer satisfaction on the relationship
between service quality, service orientation, and the the marketing mix strategy and customer loyalty, a case study of
the customers of mobile phone Provider in Indonesia. This research used the telecommunications service product
categories with a number of products available on the market. In this research, the telecommunications products studied
were the telecommunications service products of mobile phone Provider with various features as the research objects.
Methods: The research population consisted of all customers of mobile phone domiciled in Malang in 2016. Since it
was impossible to get the exact number of customers, thus the number of the population in this research was infinite.
The sample consisted of 200 respondents. This research employed the analysis technique of Structural Equation
Modeling (SEM) with AMOS.
Findings: Results of the implementation of Service Quality, Service Orientation, and the The marketing mix strategy
by the Company suggest that not all variables can directly affect Customer Loyalty, but they must first go through
Customer Satisfaction. This means that the Company must understand first what customers need through the variables
of Service Quality, Service Orientation, and the Marketing Mix Strategy and thus Customer Loyalty can be achieved
after the level of Customer Satisfaction has been determined. The service quality provided by the telecommunications
industry needs to be improved in order to improve customer satisfaction with and loyalty towards mobile phone
Provider services, especially in Malang.
Originality: Originality for this paper consists of: (1) the mediation effect (using the Sobel test) of Customer
Satisfaction on the effect of Service Quality, Service Orientation, and the Marketing Mix Strategy on Customer Loyalty,
and (2) research site (no previous research investigating this relationship): Telecommunications Services in Malang,
Indonesia.
Keywords: Customer Satisfaction, Service Quality, Service Orientation, Marketing Mix Strategy, Customer Loyalty
1. Introduction
One of the factors determining the level of success and quality of a company is the company’s ability
in providing services to its customers. The company’s success in providing high-quality services to its
customers, the achievement of a high market share, and an increase in the company’s profit are highly
determined by the approach used. The consequence of the service quality approach of a product has an
important essence for the company’s strategy to survive and achieve success in the competition. The
advancement of civilization and people’s lifestyle are a locomotive that have attracted the business world to
keep running. In this globalization era, the competition between companies in the business world is getting
increasingly fierce. Basically, competition is a positive thing. In the business world, through competition,
every company will be motivated to improve its quality in order to avoid failure in the competition
A company should be aware of and pay attention to how to create and improve service quality or the
service offered. Service quality which has been created and which will be improved cannot be measured
from the standpoint of a company, but from the customer’s standpoint (perceived quality) (Kotler, 2007: 9).
Application of quality is a major part of a company’s strategy to achieve sustainable excellence, both as a
market leader or as a strategy to continue to grow and survive. Customer loyalty will be a key for companies
that want to win the competition, including in the Telecommunications industry that is highly competitive.
The development and improvement in the telecommunications services from year to year are getting more
attention from the public. It can be seen from the intense competition in terms of service quality, price, and
promotion among telecommunications companies. The great variety of activities and lifestyle of nowaday’s
people are implied on the increasing needs of mobile phone users for telecommunications services resulting
from their needs to increase comfort and satisfaction. It is known as the "great leap forward" or an
extraordinary progress in the world of services.
Several mobile phone Provider (in this study, the focus on model development alone, so as not to
mention one or more specific provider name) in Indonesia, especially in Malang, as telecommunications
service business operator in Indonesia, must always strive to be able to provide its best features and services
to its customers, because this is the only way to make it maintain its existence in the increasing competition
in the telecommunications services operator industry in the country. Thus, the basic thing that should become
a priority for mobile phone provider is how to build a competitive strategy that is oriented to customers’
needs to create customer satisfaction and loyalty. It should be understood that one of the company’s goals is
to provide satisfaction to its costumers, which should be balanced by the effective use of resources by the
company to produce goods and services which its costumers want, so that the risk of market failure can be
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overcome. In addition, the company should be able to obtain relevant information concerning the offered
products, so that at a certain moment, it is able to convert a threat into a business opportunity.
The increasingly higher competition, in which there are more and more manufacturers involved in
fulfilling the needs and desires of costumers, causes every company to put orientation on customer
satisfaction as a primary goal. This is reflected in an increasing number of companies which include the
commitment to customer satisfaction in their mission statements, advertisements, and public relations.
Nowadays, more people believe that the key to win the competition is by delivering value and satisfaction to
customers through the delivery of high-quality products and services at competitive prices.
The effect of service quality on customer loyalty can be mediated by customer satisfaction.
Customer satisfaction is one of the concepts that have a close relationship with customer loyalty. Caruana et
al. (2000) suggest that customer satisfaction has a significant effect on loyalty. In the event customers who
obtain such a high level of satisfaction after evaluating the purchase of products/services, this will have an
impact on their level of loyalty to the products/services. It can be concluded that the higher the level of
customer satisfaction with the purchase of products/services, the higher the level of loyalty. Furthermore, it
is stated that in addition to its function as a mediator of the effect of service quality on loyalty, customer
satisfaction can also serve as a moderator in the relationship between service quality and loyalty. This
argument shows that customer satisfaction can either strengthen or weaken the effect of service quality on
customer loyalty. It means that if a customer is satisfied with the service quality provided by the company,
he/she will further enhance his/her loyalty, and conversely in the event a customer is dissatisfied with the
service quality, it will weaken the relationship between the service quality and the level of customer loyalty.
Based on the background above, the aim of this paper is to investigate the mediation effect of
customer satisfaction on the relationship between service quality, service orientation, and the marketing mix
strategy and customer loyalty. This research used the telecommunications service product categories with a
number of products available on the market. In this research, the telecommunications products studied were
the telecommunications service products of mobile phone provider with various features as the research
objects. . Originality for this paper consists of: (1) the mediation effect (using the Sobel test) of Customer
Satisfaction on the effect of Service Quality, Service Orientation, and the Marketing Mix Strategy on
Customer Loyalty, and (2) research site (no previous research investigating this relationship):
Telecommunications Services in Malang, Indonesia.
2. Theoritical Review
Marketing is one of the main activities conducted by a company in order to survive. Among the
various functions within a company, marketing is a function that has more contact with consumerscustomers.
The essence of modern marketing thinking and practice today is to understand, create, communicate, and
provide value and satisfaction to customers. Therefore, a company needs to know how to market a product or
service properly in order to make the product or service produced not only can meet customers’ needs but
also, more than that, to provide satisfaction to the customers.
Needs are the most fundamental concept in marketing. Human needs refer to a state in which
humans feel deprived and will do anything to meet their needs. Meanwhile, desires constitute human needs
shaped by individual culture and personality. Humans have almost unlimited desires with limited resources.
So, they will choose a product that delivers the highest value and satisfaction in exchange for the money they
have. When the desire is supported by purchasing power, it results in a demand.
Quality has varied definitions such as "fit for use", "fulfillment of requirements" and “variation"
(Kotler, 2007). The American Society for Quality (Kotler, 2007) defines quality as the totality of features
and characteristics of a product or service that bear on its ability to satisfy expressed or implied needs. This
definition clearly illustrates that quality is customer centered. The definition also implies that a company has
been delivering its quality if its products or services have met or exceeded the needs, requirements and
expectations of the customers. A company that typically satisfies the needs of almost all of its all customers
is a high-quality company.
Service quality which is often abbreviated to Servqual (Service Quality), according to Parasuraman
et al. (1998), is the comparison between two main factors, namely the customer perception on the real
received/perceived service and the actual expected/desired service. If the reality is better than the expected
service, the service can be said to have high quality. Meanwhile, if the reality is same as the expected
service, then the service is considered satisfactory. Conversely, if the reality fails to meet the expected
service, then the service can be said to have low quality.
Basically, the concept of quality is relative, depending on the perspective used to determine the
characteristics and specifications. Actually, there are three quality orientations that should be consistent
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between one another, namely: (1) Consumer Perception, (2) Product/Service, and (3) Process. For goods,
these three orientations are almost always clearly distinguishable, but not for services. For services, the
product and the process may not be distinguishale even the product is the process itself. The consistency of
the quality of a service for these orientations can contribute to the success of a company in terms of customer
satisfaction, employee satisfaction, and profitability of the organization.
In the more competitive situation of global competition, the issue of product quality, both goods and
services, becomes the central issue for every company. A company’s ability to provide high-quality products
will be a weapon to win the competition since customer satisfaction is achieved by providing high-quality
products. However, the word quality becomes confusing when it should be perceived in the same way by
everyone. Therefore, companies should determine the exact definition and have the accurate understanding
of the so-called quality in the right way.
At the beginning, the theory of customer satisfaction is conceptualized in a simple way, that is the
expectation of how the service will perform its function. However, findings of the research conducted by
Wooddrulff and Gardial (1996, in Astuti, 2001) prove that there are varied comparisons used and even varied
throughout the process of consumption. The other standards besides expectations used to make a comparison
are the ideal product, product competitors, other product categories, the promise of marketers (created
through marketing), and industry norms (Woodrulff and Gardial). Customer satisfaction can be defined as
pleasure perceived by customers when evaluating a particular product or service which they have used.
Czepiel (1990) expresses that "because satisfaction defines (and can be measured) the discrepancy between
expectation and perceived reality, a firm can change its customer satisfaction without changing its offering at
all.
Loyalty is a psychological condition related to attitudes toward a product, consumers will form their
beliefs, whether they like it or not, and decide whether they want to buy the product or not (Ajzen, 1988: in
Hasan, 2008). In business, customer loyalty plays an important role in a company as maintaining customers
means improving financial performance and maintaining the viability of the company. It is the main reason
for a company to maintain its customers. The attempts to obtain fare loyal cannot be done all at once, but
through several stages starting from obtaining potential customers until obtaining partners.
3. Research Methodology
This is explanatory research which intends to examine and explaine the simultaneously casual
relation between variables by examining research hyphotheses. This research also explains respondents’
perception (explanatory perceptional research) because this research is connected with the behavior of
human beings. The research population consisted of all customers of mobile phone provider domiciled in
Malang in 2016. Since it was impossible to get the exact number of customers, the number of the population
in this research was infinite. The sample consisted of 200 respondents.
The analysis tool used was Structural Equation Modeling (SEM). SEM is a multivariate statistical
technique which allows the testing of a series of causal relationships between variables simultaneously so as
to provide statistical efficiency. Each exogenous and endogenous variable can be either a latent or
unobservable construct that can be measured directly in the research process (Hair et al., 2013).
4. Research Findings
4.1. Goodness of Fit in SEM
Criteria were established and used to examine whether the proposed models have compatibility with
the data or not. The criteria consisted of model fitting: 1) the degree of freedom must be positive and 2) a
chi-square value which is insignificant is required (p ≥ 0.05) and is above a conservative one is generated (p
= 0.10) (Hair et al., 1988), 3) the incremental fit is above 0.90, that is GFI (the goodness of fit index),
Adjusted GFI (AGFI), the Tucker Lewis Index (TLI), the Minimum Sample Discrepancy Function (CMIN)
divided by the degree of freedom (DF) and the Comparative Fit Index (CFI), and, 4) RMSEA (Root Mean
Square Error of Approximation) is the lowest. The following criteria presented models as well as critical
values that have compatibility data.
Table 1. Critical Evaluation of the Goodness of Fit in SEM
Cut-off Value
Goodness of Fit Index
Resulting Model*
Probability
0.000
≥ 0.05
CMIN/DF
1.940
≤ 2.00
RMSEA
0.056
≤ 0.08
Conclusion
Marginal
Fit
Fit
GFI
AGFI
TLI
CFI
≥
≥
≥
≥
0.847
0.805
0.642
0.573
0.90
0.90
0.95
0.95
Marginal
Marginal
Marginal
Marginal
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From the evaluation of the model, it is showed that of the eight criteria of goodness of fit indices,
only three of them which do not meet the criteria of the AGFI, but the values are approaching the critical
value. As forthe chi-square value and the probability value, due to a very large sample size (n=200),sig
probability cannot be taken into account (Hair, 2013) so that it can be concluded that the overall model can
be said to have been in accordance with the data and can be analyzed further.
4.2. Hyphothesis Testing
Based on the empirical model proposed in this research, hypothesis testing was conducted using the
path coefficients on structural equation modeling. Table 2 presents results of the hypothesis testing, in which
if the p value is less than 0.05, then the relationship between variables is significant. The test results are
presented in the following table:
Table 2: Hyphothesis Testing of the Proposed Model of SEM
Direct Effect
Hypo
thesis
Exogenous
Endogenous
Standardized
Critical
p-value Conclusion
Number Variable
Variable
Coefficient
Ratio
H1
Service
Quality
Customer
Satisfaction
0.236
2.663
0.008
Significant
H2
Service
Quality
Customer
Loyalty
-0.053
-0.678
0.498
Insignificant
H3
Service
Orientation
Customer
Satisfaction
0.335
2.583
0.010
Significant
H4
Service
Orientation
Customer
Loyalty
0.404
3.313
0.000
Significant
Customer
Satisfaction
0.28
2.113
0.035
Significant
Customer
Loyalty
0.125
1.085
0.278
Insignificant
Customer
Loyalty
0.463
5.24
0.000
Significant
H5
H6
H7
Marketing
Mix
Strategy
Marketing
Mix
Strategy
Customer
Satisfaction
Mediation Effect (Indirect Effect)
Exogenous
Variable
Endogenous
Variable
Mediation
Variable
Standardized
Coefficient
Conclusion
Service Quality
Customer
Loyalty
Customer
Satisfaction
0.109
Significant
Service Orientation
Customer
Loyalty
Customer
Satisfaction
0.115
Significant
Mix Marketing
Strategy
Customer
Loyalty
Customer
Satisfaction
0.130
Significant
0.236
Service
Quality
Customer
Satisfaction
-0.053
0,463
0.335
Service Orientation
0.404
Customer
Loyalty
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0.280
-0.125
Marketing
Strategy
Mix
Figure 1 : Analysis Results for the Mediation Effect of Customer Satisfaction on the Effect of Service
Quality, Service Orientation, and the Marketing Mix Strategy on Customer Loyalty
The analysis shows that Service Quality, Service Orientation, and the Marketing Mix Strategy have a
significant effect on Customer Satisfaction, which means that Hypotheses 1, 3, and 5 are accepted. Likewise,
Service Orientation and Customer Satisfaction have a significant effect on Customer Loyalty, which means
that Hypotheses 4 and 7 are accepted. On the other hand, Service Quality and Marketing Mix Strategy do
not have a significant effect on Customer Loyalty (direct effect). Based on the Sobel Test to investigate the
mediation effect, it can be seen that Customer Satisfaction serves as a mediation variable in the relationship
between Service Quality, Service Orientation, and the Marketing Mix Strategy and Customer Loyalty,
which means that Hypotheses 2, 4, and 6 are accepted under some conditions (by using the mediation effect).
5. Discussion
Findings of the research show that service quality in the telecommunications sector, especially in
mobile phone provider, has a positive relationship with and a significant effect on customer satisfaction. The
reason is that the service quality provided by mobile phone provider to its service users manages to make its
customers significantly satisfied with it. Service quality consist of a number of dimensions, namely
responsiveness (fast and accurate responsiveness), tangibility (physical appearance), empathy (sincere and
individual attention), reliability (reliable, timely, accurate and exact services), and assurance
(guarantee/assurance in capabilities of the company/ mobile phone provider). All of those dimensions are
significant to meet the expectation, achievement, suitability, and desired satisfaction of the customers of
mobile phone provider. Perception of service quality is defined as perception or impression relating to the
service quality of a telecommunications service provider perceived by customers. Findings of this research
show that the customers perceived the service quality provided by the Company as meeting their expectation.
This suggests that what customers expect from the service quality is the same as what they perceive. It means
that mobile phone provider manages to provide service quality expected by its customers, so that the service
quality is able to provide satisfaction to its customers. Thus, in evaluating service quality provided by a
company or organization, the service quality should meet customers’ expectation that can lead to
satisfaction.
Service orientation of Telecommunications services has a positive relationship with and a significant
effect on customer satisfaction. It means that if mobile phone provider always conducts service orientation, it
can improve customer satisfaction. The strong effect of service orientation on customer satisfaction is
because the service orientation provided by mobile phone provider is perceived positive by its customers.
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Significantly, in terms of service quality that proves significant to give satisfaction to customers, thus service
orientation has a positive and significant effect on customer satisfaction. The findings of this research do not
support the findings of the research conducted by Fornell (1992), which suggest that service orientation will
positively and significantly affect customer satisfaction, which in turn will also affect customer loyalty.
Furthermore, the findings of this research do not support the findings of the research conducted by Utari
(2004) in the aviation industry which suggest that airlines that conduct service orientation will be able to
improve customer satisfaction.
The marketing mix strategy of Telecommunications services, especially for mobile phone provider,
has a positive relationship with and a significant effect on customer satisfaction. This positive effect shows
that the indicators of the marketing mix will determine the level of their satisfaction (Ostrowski et al. (1993)
and since the resulting effect is significant, the indicators of the marketing mix strategy applied by the
Company have an effect on the customer satisfaction of users of mobile phone provider products. It means
that when the indicators of the marketing mix strategy applied by the Company to the customers of mobile
phone provider products, the customers are satisfied with what they feel. Theoretically, the findings of this
research support findings of previous research conducted by Ostrowski et al. (1993) that the marketing mix
determines the level of customer satisfaction, but empirically, these research findings are in contrast to the
findings of previous research conducted by Voss, Parasuraman, and Grewal (1998) in the hospitality industry
which find out that the marketing mix strategy does not have a significant effect on customer satisfaction. On
the other hand, these findings are different from the findings of previous research in relation to the
significant and insignificant effect of the Marketing Mix Strategy on Customer Satisfaction. Differences in
findings between the present research and the previous research are on the object, the location, the time, the
population, and the sample size, which result in different research findings. Therefore, this research has its
own peculiarities that distinguish it from the previous research.
Service quality has a negative relationship with and does not have a significant effect on the loyalty
mobile phone provider’s customers. This negative effect cannot be separated from the poor service quality
provided by mobile phone provider that does not have a significant effect on customer loyalty. Findings of
this research show that customer satisfaction tends to have a mediation effect on the relationship between
service quality and loyalty. This shows that customer satisfaction can either strengthen or weaken the effect
of service quality on customer loyalty (Caruana, 2002). Findings of this research also prove that the
indicators of the variable service orientation have a positive relationship with but do not have a significant
effect on customer loyalty, this is precisely the reason why the variable service quality has a positive
relationship with but does not have a significant effect on customer loyalty. If customer satisfaction tends to
be a moderator on the relationship between service quality and loyalty, as suggested by Caruana (2002), it
proves true that service quality does not have a significant effect on customer satisfaction, which in turn also
does not have a significant effect on customer loyalty. On the one hand, findings of this research support the
theory suggested by Caruana (2002) that customer satisfaction can either strengthen or weaken the effect of
service quality on customer loyalty. On the other hand, findings of this research are different from those of
previous research conducted by Parasuraman (1998) and Cronin et al. (1992) suggesting that service quality
has a positive but insignificant effect on customer loyalty.
mobile phone provider’s service orientation has a positive relationship with and a significant effect on
customer loyalty. It means that if mobile phone provider keeps conducting its service orientation, it will be
able to improve customer loyalty. The strong effect of service orientation on customer loyalty is because the
service orientation provided by mobile phone provider is perceived satisfying by its customers. Findings of
this research do not support findings of the research conducted by Bitner et al. (1990) which state that the
service and repair failures are the major causes of changes in costumers’ attitudes towards an organization.
Failures at conducting service orientation will cause customers to switch to other companies. It means that if
mobile phone provider can improve its services (by quickly responding to any complaintss), then customers
will not switch to other telecommunications providers.
There is a positive relationship and an insignificant effect between the marketing mix strategy and
customer loyalty among mobile phone provider’s users in Malang. It indicates that the marketing mix
strategy used by the Company can improve loyalty to the Company through customer satisfaction. The
fulfillment of expectations and the suitability of the marketing mix that customers want by mobile phone
provider will create loyalty among its customers. Thus, the marketing mix highly determines loyalty, as
reflected by the attitudes to buy mobile phone provider’s products,recommends them, and give positive
feedback about mobile phone provider to other people/parties. Customer loyalty plays an important role in a
company as maintaining customers means maintaining the viability of the company. These become the main
reasons for a company to attract and maintain its customers. The efforts to get and maintain loyal customers
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cannot be done all at once, but through strategic stages and policies. One of them is the policy of the
marketing mix strategy which is believed to improve customer loyalty through customer satisfaction.
There is a positive relationship and a significant effect between customer satisfaction and loyalty of
mobile phone provider service customers in Malang. It indicates that the higher the level of the perceived
customer satisfaction is, the higher the level of the loyalty is, and conversely, the lower the level of the
perceived customer satisfaction is, the lower the level of the loyalty to the telecommunications service
industry is. The fulfillment of expectancy, suitability, and achievement of services provided by mobile phone
provider will result in customer satisfaction, which in turn will result in customer loyalty. Thus, customer
satisfaction highly determines customer loyalty, as reflected by the attitudes to use and recommend the
products of mobile phone provider and convey positive feedback about mobile phone provider to other
people/parties. These findings support the theory and findings of previous research conducted by Ostrowski
et al. (1993), Kandampully and Suhartanto (2000), Bowen and Chen (2001), and Caruana (2002) which state
that customer satisfaction has a significant effect on customer loyalty. The significant effect of customer
satisfaction on customer loyalty in the telecommunications industry supports the findings of the research
conducted by Utari (2004) and Abadi (2007).
Findings of this research show a significant relationship with customer loyalty through satisfaction
of the customers of mobile phone provider services in Malang. It means that the overall indicators of service
quality, service orientation, and the marketing mix strategy will have a significant effect on customer loyalty
when customers feel satisfied with the product/ service since the first time they use it. Thus, customer
satisfaction highly determines customer loyalty. The findings of this research are supported by the theory and
findings of previous research conducted by Caruana (2002), Parasuraman (1998), and Cronin et al. (1992)
which state that customer satisfaction tends to be a mediator in the relationship between service quality,
service orientation, and the marketing mix strategy and customer loyalty, thus customer loyalty will be the
key to success, not only in the short term, but also in a sustainable competitive advantage. Customer loyalty
has a strategic value for the Company and a number of other brands that cannot be separated from the strong
bond among its customers, namely loyalty.
6. Conclusions and Suggestions
Based on the research findings and discussion relating to the effect of service quality, service
orientation, and the marketing mix strategy on customer satisfaction and loyalty, the following conclusions
can be drawn: Service Quality, Service Orientation, and the Marketing Mix Strategy have a significant effect
on customer satisfaction, which means that Hypotheses 1, 3, and 5 are accepted. Service Orientation and
Customer Satisfaction have a significant effect on Customer Loyalty, which means that Hypotheses 4 and 7
are accepted. On the other hand, Service Quality and the Marketing Mix Strategy do not have a significant
effect on Customer Loyalty (direct effect). Based on the Sobel Test to investigate the mediation effect, it can
be seen that Customer Satisfaction serves as a mediation variable in the relationship between Service
Quality, Service Orientation, and the Marketing Mix Strategy and Customer Loyalty, which means that
Hypotheses, 2, 4, and 6 are accepted under some conditions (by using the mediation effect).
Based on
the conclusions of the research findings, there are some suggestions that become the implications of the
research findings. First, the service quality provided by the telecommunications industry needs to be
improved in order to improve customer satisfaction and loyalty, especially for mobile phone provider in
Malang. Second, customer satisfaction and loyalty can be improved by improving service orientation. mobile
phone provider, which is aware of its shortcomings and responds to such a condition by fixing them
immediately, is a company that has a better prospect of progress compared with the other companies that are
not responsive to making improvements. It means that service orientation is needed in order to improve
customer satisfaction and loyalty. Third, in order to maintain and improve customer loyalty through
improved service quality, the management of mobile phone provider should pay attention to the special
directly-related process of services to the customers such as ease in terms of administrative services, good
networks, addition of BTS and, more importantly, improvement on customers’ confidence towards the
programs offered by mobile phone provider. Lastly, determination of the marketing mix strategy adapted to
the service quality offered is among the solutions to increase customer satisfaction and loyalty from the
aspect of the marketing mix. Efforts made by mobile phone provider in an attempt to win the competition,
especially in the telecommunications business are to apply an efficient marketing mix strategy and to provide
services which are both satisfying and decent. Future research is expected to conduct a deeper analysis of the
theory used in this research so that more complex measurement of the indicators can be undertaken.
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