ANALISIS HUBUNGAN ANTARA KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN DENGAN SWITCHING COST SEBAGAI VARIABEL INTERVENING STUDI KASUS PADA INDUSTRI MIKERING PT. SUPRAMA CABANG SURABAYA
Daftar Isi:
- In marketing, there is no doubt that customer loyalty is essential. Marketers will always try to keep their customers last or even forever if it's possible. Therefore, this research tries to exam the factors impacting on customer loyalty. The predicted factors are: costumer satisfaction and switching cost. Data about those variable was collected by conducting interviews with questionnaire to 120 respondents. The data then were being analyzed using structural Equation Modeling (SEM) Method. With SEM method to test the hypothesis, the result shows that customer satisfaction has a significant positive impact on switching cost, customer satisfaction does not have a significantly positive impact on customer loyalty and switching cost has a significant positive impact on customer loyalty There are some implications that can be suggested from this research, loyalty can be increased by increasing switching cost. Increasing switching cost can be done by reducing customer costs, increasing benefits and improving the quality of products, such as: ease of obtaining goods, privileges that are given to loyal customers, maintaining quality performance to keep in line with customer needs. While the increase in switching costs can be done by increasing overall customer satisfaction towards the Burung Dara product in accordance with customer expectations.