LOYALITAS PELANGGAN PADA PENGGUNA PRODUK TELKOMSEL Repository

LOYALITAS PELANGGAN PADA PENGGUNA PRODUK TELKOMSEL

MOHAMAD RIFFI PUTRANTO, 041414353014 (2018) LOYALITAS PELANGGAN PADA PENGGUNA PRODUK TELKOMSEL. Thesis thesis, Universitas Airlangga.

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Abstract

Currently telecommunication industry in Indonesia has reached the saturation point due to the number of emerging mobile operators and the increasingly tight competition in acquiring new customers, Indonesian cellular market has relatively high rate of service (churn rate) of 20% per year. This is a major challenge for cellular telecommunication service providers in Indonesia, particularly Telkomsel, to retain customers and also add new customers and minimize the number of customers stop subscribing to keep the company profitable and able to cover production costs, maintenance costs, and operational costs. This study focuses on exploring how factors such as service quality, customer satisfaction, customer trust, customer commitment, and switching costs can shape loyalty in using cellular cards especially in using Telkomsel cards. This research is a quantitative research with questionnaire to 220 respondents and using Partial Least Square (PLS) for analysis technique. In this research has found service quality significant influence to customer satisfaction; customer satisfaction has a significant influence on customer trust and customer commitment; customer commitment has a significant influence on customer loyalty. Contrary to our expectations, customer trust has no significant effect on customer loyalty; switching cost does not affect the relationship between customer trust to customer loyalty; switching cost does not affect the relationship between customer commitment to customer loyalty.

Item Type:

Thesis (Thesis)

Additional Information:

KKB KK MM 22/18 Put l

Uncontrolled Keywords:

Service Quality, Customer Satisfaction, Customer Trust, Customer Commitment, Switching Cost, Customer Loyalty

Subjects:

H Social Sciences > HB Economic Theory

Divisions:

04. Fakultas Ekonomi dan Bisnis > Magister Manajemen

Creators: