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Kepuasan dan Loyalitas Pelanggan. Dilengkapi Hasil Penelitian Pada Penyedia Jasa Telepon Selular
No full textSeri Riset Pemasaran No.1 Penerapan (SEM) Structural Equation Model Dalam Riset Bisnis (Dilengkapi dengan Contoh Aplikasi SEM pada Industri Jasa Telekomunikasi Seluler)
No full textPeer Review : The Influence of Service Quality Perception and Relationship Quality Toward Customer Loyalty: A Research on Cellular Providers in West Java
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The Influence of Perceived Service Quality, Mooring Factor, and Relationship Quality on Customer Satisfaction and Loyalty
No full textAbstractThe phenomenon of declining in customer satisfaction and loyalty becomes the major concern of the service firms because the two factors determine the performance of the firms. Furthermore, factors that simultaneously influence customer satisfaction and loyalty are the customer perception on service quality, the mooring factors and the relationship quality. To analyze the relationship amongst factors that influence the customer satisfaction and loyalty, this research set some measurement on each factor/variable. The customer perception on service quality is measured by dimensions of call quality, price structure, mobile devices, value added services, convenience in procedure, and customer support. The mooring factors are measured by attitude, social influence, switching cost, prior switching behaviour, and variety seeking. The relationship quality is measured by dimensions of trust, familiarity and partnering. Customer satisfaction is measured by dimensions of price, functional, technical, and emotional. The last, the customer loyalty is measured by the dimension of cognitive loyalty, affective loyalty, conative loyalty and action loyalty. To measure all the constructs and indicators, this research distributes questioners to 370 students who subscribe cellular operator service at eight universities in Bandung. The method of data analysis of this research is Structural Equation Modeling (SEM). The research result proved that the customer perception on service quality and relationship quality have positive correlation with mooring factors. Then, the perception on service quality has positive direct influence customer satisfaction. On the other hand, mooring factors and relationship quality does not have direct influence customer satisfaction. However, mooring factors is proven to be moderating variable of service quality and relationship quality to customer satisfaction and has positive relationship. Moreover, the customer perception on service quality, relationship quality, and customer satisfaction has positive direct influence the customer loyalty
The Influence Of Perceived Service Quality, Mooring Factor, And Relationship Quality Toward Customer Satisfaction And Loyalty
No full textThe phenomenon of declining in customer satisfaction and loyalty becomes the major concern of the service firms because the two factors determine the performance of the firms. Furthermore, factors that simultaneously influence to customer satisfaction and loyalty are the customer perception on service quality, the mooring factors and the relationship qualit y.To analyze the relationship amongst factors that influence the customer satisfaction and loyalty, this research set some measurement on each factor/variable. The customer perception on service quality is measured by dimensions of call quality, price structure, mobile devices, value added services, convenience in procedure, and customer support. The mooring factors are measured by attitude, social influence, switching cost, prior switching behaviour, and variety seeking. The relationship quality is measured by dimensions of trust, familiarity and partnering. Customer satisfaction is measured by dimensions of price, functional, technical, and emotional. The last, the customer loyalty is measured by the dimension of cognitive loyalty, affective loyalty, conative loyalty and action loyalty. To measure all the constructs and indicators, this research distributes questioners to 370 students who subscribe cellular operator service at eight universities in Bandung, Indonesia. The method of data analysis of this research is Structural Equation Modeling (SEM). The research result proved that the customer perception on service quality and relationship quality have positive correlation with mooring factors. Then, the perception on service quality has positive direct influence to customer satisfaction. On the other hand, mooring factors and relationship quality does not have direct influence to customer satisfaction. However, mooring factors is proven to be moderating variable of service quality and relationship quality to customer satisfaction and has positive relationship. Moreover, the customer perception on service quality, relationship quality, and customer satisfaction has positive direct influence to the customer loyalty. The managerial implication of this research, the managers could carry on programs that enhance the customer perception on service quality and relationship quality in accordance with individual characteristics as the mooring factors to increase the customer satisfaction and loyalty. Furthermore, these programs could gain the bigger market share and higher company revenue.
KeyWords : Perceived Service Quality, Mooring Factors, Relationship Quality, Customer Satisfaction, Loyalty
Peer Review: Mooring Factor, Customer Satisfaction, and Loyalty: A Research on Celullar Providers in West Java, Indonesia, (W.Segoro) (Penulis Tunggal)
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