AN INTEGRATED MODEL OF SERVICE QUALITY, PRICE FAIRNESS, ETHICAL PRACTICE AND CUSTOMER PERCEIVED VALUES FOR CUSTOMER SATISFACTION OF SHARING ECONOMY PLATFORM

This research presents an integrated model of service quality, price fairness, and ethical practice for customer satisfaction in Indonesia's first sharing economy platform while also assessing customers perceived value as a mediating variable. Utilizing partial-least-squares (PLS), an analysis was conducted based on the 219 surveys collected to test for the proposed relationships. It is revealed that service quality, price fairness, and ethical practice of this sharing economy platform significantly impacts on customer satisfaction through the essential roles of perceived value. The results exhibited that service quality has a direct and indirect influence on customers' satisfaction in which perceived value is partially mediated between service quality and customer satisfaction. Nevertheless, price fairness and ethical practice both influence customer satisfaction indirectly through customer perceived value in which its role is a complete mediation to customer satisfaction. The findings also suggest that corporates can integrate and include service quality, price fairness, and ethical practice in their strategic plan to improve customers' satisfaction. Additionally, the strategic consequence of these findings is also to improve corporates' competitive advantage in a high level of competition in this mode of business.