AN EXAMINATION OF THE EFFECT OF ADAPTIVE SELLING, CUSTOMER PREFERENCE, AND CUSTOMER SATISFACTION ON CUSTOMER TRUST TOWARD CLUSTER HOUSING DEVELOPERS

Abstract

This study aimed to examine the antecedents of the hierarchical model of customer satisfaction
and customer trust in the purchase of cluster housing. In particular, this study investigated the
effect of adaptive selling and customer preference on customer satisfaction and customer trust.
The study was conducted from 2016 to 2017 in East Java Province, Indonesia. The sample
comprised 94 respondents, whose data were analyzed using generalized structured component
analysis (GSCA). The results showed that adaptive selling and customer preference had a
significant effect on customer satisfaction. Adaptive selling had the highest influence on
customer satisfaction, whereas customer preference had no significant effect on customer trust.
The findings from this limited sampling may not be applicable for a model of overall consumer
behavior in purchasing a cluster house in Indonesia with different respondent characteristics. The
high influence of adaptive selling on customer satisfaction indicated that satisfaction and trust
depended on the seller’s ability to communicate with the consumer. Indirectly, the study
indicated that a bond or relationship between seller and buyer affected purchase behavior. This
study can be referenced to examine customer trust, particularly in the buying behavior for cluster
housing. It also highlights the importance of adaptive selling capabilities in selling cluster
housing