KONSEP LOYALITAS PELANGGAN: PERSPEKTIF BEHAVIORAL DAN PERSPEKTIF ATTITUDINAL
| Main Author: | Ramadania, . |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Jurnal Ekonomi, Bisnis dan Kewirausahaan (JEBIK)
, 2012
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| Online Access: |
http://jurnal.untan.ac.id/index.php/JJ/article/view/327 http://jurnal.untan.ac.id/index.php/JJ/article/view/327/334 |
Daftar Isi:
- ABSTRACT The aim of this article is to discuss customers loyalty as a complex dimension in consumer behavior theory. Customers loyalty can stimulate brand loyalty describing a condition in which consumers have postitive attitude toward a brand, have commitment to it, and have intention to continue buying it in the future. Brand loyalty can be analyzed by two perspectives : behavioral persepective and attitudinal persepective. These are reflected in consumers actual buying behavior and consumers psychological commitment. Understanding these two perspectives are very important for marketers in devising a competitive marketing strategy. Kata Kunci: Loyalitas pelanggan, Perspektif Behavioral Dan Perspektif Attitudinal