An Analysis of the Impact of Customer Experience and Price Flexibility on User Loyalty: Evidence from Ochat.id

Abstract

The acceleration of digital transformation has intensified rivalry among Software as a Service (SaaS) platforms, compelling companies to continuously enhance user retention. Maintaining user loyalty has therefore become a critical challenge for digital-based service providers. This research explores how customer experience and price flexibility influence user loyalty within OChat.id, an AI-driven customer support platform that has recently shown a reduction in user engagement levels. This study adopts a quantitative design employing a descriptive–verificative approach. Data were gathered through questionnaires from 91 respondents and examined using multiple linear regression via SPSS software. The results demonstrate that customer experience and price flexibility jointly exert a positive and significant influence on user loyalty. When analyzed individually, customer experience reveals a strong and significant relationship, whereas price flexibility shows a positive but statistically insignificant contribution. The coefficient of determination (R²) equals 0.401, implying that the independent variables collectively explain 40.09% of user loyalty variation, with the remaining 59.91% attributed to other factors not included in the model. In summary, enhancing customer experience remains the dominant determinant of user loyalty for OChat.id, while price flexibility plays a complementary yet secondary role. Future research is encouraged to incorporate additional behavioral and service-related variables to obtain a more comprehensive understanding of loyalty drivers within AI-based SaaS environments.