Pengaruh Customer Satisfaction Terhadap Customer Retention Dengan Switching Barriers Sebagai Variabel Moderating Pada Provider Gsm Xl Axiata Di Surabaya

Emilia Gunawan

Abstract


Penelitian ini bertujuan untuk menganalisa pengaruh dari Customer Satisfaction (Fulfillment, relief, delight) terhadap Customer Retention (Frequent Purchase, Continuous Purchase, Scope of Relationship, Recommendations)  pada Provider XL Axiata di Surabaya dengan Switching Barriers (Switching Costs, Inertia) sebagai variabel moderating.

Penelitian ini dilaksanakan dengan menyebarkan kuisioner kepada 100 responden pelanggan XL Axiata yang telah menggunakan XL selama lebih dari satu tahun (2017). Metode penelitian yang digunakan adalah metode kuantitatif dengan teknik analisa path analysis.

hasil penelitian menunjukkan: (1) customer satisfaction berpengaruh signifikan terhadap customer retention; (2) customer satisfaction berpengaruh signifikan secara tidak langsung terhadap customer retention dengan switching barrier sebagai variabel moderating; (3) switching barrier berpengaruh signifikan terhadap customer retention.

Keywords


Customer satisfaction, Customer Retention, Switching Barrier

References


DAFTAR PUSTAKA

Abdillah, W., & Hartono, J. (2015). Partial Least Square (PLS) - Alternatif Stuctural Equation Modeling (SEM) dalam Penelitian Bisnis (Cetakan 1). Yogyakarta: Penerbit Andy.

Anderson, A. R., & Best, A. (1977). Consumers complain-does business respond? Harvard Business Review, 55, 93-101.

Anderson, E. W., Fornell, C., & Mazvancheryl, S. (2004). Customer satisfaction and shareholders value. Journal of Marketing, 68(October), 172-185. http://dx.doi.org/10.1509/jmkg.68.4.172.42723

Anderson, E. W. & M. W. Sullivan, “The Antecedents and Consequences of Customer Satisfaction for Firms,” Marketing Science, 12(Spring), 1993, pp 125-143.

Berry, L. L., Parasuraman, A., & Zeithaml, V. A. (1988). The service quality puzzle. Business Horizons, 31, 35-43. http://dx.doi.org/10.1016/0007-6813(88)90053-5

Day, R., Grabicke, K. Schaetzle, T., & Staubach, F. (1981). The hidden agenda of consumer complaining. Journal of Retailing, 57(fall), 86-106.

Gilly, M. C. (1987). Postcomplaint processes: From organizational response to repurchase behavior. Journal of Consumer Affairs, 21, 293-313. http://dx.doi.org/10.1111/j.1745-6606.1987.tb00204.x

Hallowell, R. (1996). The relationships of customer satisfaction, customer loyalty, and profatibility: an empirical study. International Journal of Service Industry Management (Vol. 7). https://doi.org/10.1108/09564239610129931

Hart, C. W. L., Heskett, J. L., & Sasser, E. W. (1990). The profitable art of service recovery. Harvard Business Review, 68, 148-156.

Jones, M.A., Mothersbaugh, D.L, & Beatty, S.E (2000). Swithing Barriers and Repurchase Intentions in Services. Journal of Retailing, 76(2), 259-274.

Julander, C. (2003). Effects of switching barriers on satisfaction, repurchase intentions and attitudinal loyalty. SSE/EFI Working Paper, 1, 22. https://doi.org/10.2307/1914185

Kim, M. K., Park, J. H., & Park, M. C. (2003). The Effect of Switching Barriers on Customer Retention in Korean Mobile Telecommunication Services. ITS 14th European Regional Conference August, 23–24. Retrieved from http://userpage.fu-berlin.de/~jmueller/its/conf/helsinki03/papers/Kim-Moon.pdf

Kotler, Philip dan Keller K. L. (2009). Manajemen Pemasaran. Edisi Tiga Belas. Jilid Pertama. Jakarta:Penerbit Erlangga.

Kuncoro, M. (2001). Metode Riset untuk Bisnis & Ekonomi. Jakarta: Erlangga.

Lewis, M. (2006). The effect of shipping fees on customer acquisition, customer retention, and purchase quantities. Journal of Retailing, 82(1), 13–23. https://doi.org/10.1016/j.jretai.2005.11.005

Malhotra, N. K. (2009). Riset Pemasaran: Pendekatan Terapan (4th ed.). Jakarta: Indeks.

Matzler, K., Strobl, A., Thurner, N., & Füller, J. (2016). Journal of Service Management Switching experience, customer satisfaction, and switching costs in the ICT industry Switching experience, customer satisfaction, and switching costs in the ICT industry. Journal of Service Management Journal of Services Marketing Asia Pacific Journal of Marketing and Logistics Iss Universiti Teknologi MARA At, 26(16), 117–136. https://doi.org/10.1108/JOSM-04-2014-0101

Odunlami, B. (2015). Impact of Customer Satisfaction on Customer Retention: A Case Study of a Reputable Bank in Oyo, Oyo State. Nigeria. International Journal of Managerial Studies and Research, 3(2), 42–53. Retrieved from www.arcjournals.org

Oliver, R. (1997). Satisfaction: A behavioral perception on the consumer. McGraw Hill, New York

Ponnert, E., Rodriguez, Z., & Sweet, S. (2007). Virtual Switching Barriers -.

Ranaweera, C., & Prabhu, J. (2003). On the Relative importance of customer satisfaction and trust as determinants of customer retention and positive word of mouth. Journal of Targeting, 12, 82–90.

Resnik, A., Gnauck, B., & Aldrich, R. (1977). Corporate responsiveness to consumer complaints. In Ralph L. Day (Ed.), Consumer satisfaction, Dissatisfaction, and Complaining Behavior (pp. 148-152). Foundation for the School Business located at Indiana University, Bloomington.

White, L., & Yanamandram, V. (2004). Why customers stay: reasons and consequences of inertia in financial services. Managing Service Quality, 14(2/3), 183–194. https://doi.org/10.1108/09604520410528608

Valenzuela, F. (2012). The Effect of Switching Barriers Types on Customer Loyalty. International Review of Business Research Papers, 8(1), 1–19.

Yong, Z., Xi, C., Yuhong, Z., & Qiong, Y. (2014). Exploring the Impact of Switching Costs on Customer Retention in the Technology Standard Competition Market. Journal of Service Science and Management, 7(August), 267–276.

Matzler, K., Strobl, A., Thurner, N., & Füller, J. (2016). Journal of Service Management Switching experience, customer satisfaction, and switching costs in the ICT industry Switching experience, customer satisfaction, and switching costs in the ICT industry. Journal of Service Management Journal of Services Marketing Asia Pacific Journal of Marketing and Logistics Iss Universiti Teknologi MARA At, 26(16), 117–136. https://doi.org/10.1108/JOSM-04-2014-0101

Tjiptono, F. (2005). Service Quality and Satisfaction. Yogyakarta.

Kotler, P. (2000). Marketing Management:Analysis,Planning,Implementation and Control. Englewood Cliff.

Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2009). Services Marketing 5th Edition. Singapore: Mc Graw Hill.

Arnould, E., Price, L., & Zinkhan, G. (2004). Consumer. Boston, Massachusetts: McGraw-Hill Company.

Fornell, C. (1992). National customer satisfaction barometer: the Swedish experience. Journal of Marketing, Vol. 56 , 6-21.

Ping, J., & Robert, A. (1997). Voice in business-to-business relationships: Cost-of-exit and demographic antecedents. Journal of Retailing , 261-281.

Kumar, V., & Reinartz, W. J. (2012). Customer Relationship Management A Databased Approach. New Delhi: Wiley India Pvt. Limited.

Zhang, Y., Yao, Q., Zhao, Y., & Chen, X. (2014). Exploring the impact of Switching Cost on Customer Retention in the Technology Standard Competition Market. Journal of Service Science and Management , 267-276.

Solomon, M. R. (2004). Consumer Behavior (6th edition) Buying, Having and Being. Houston: Pearson/Prentice Hall.

Prabhu, J., & chatura, R. (2003). The influence of Satisfaction, Trust, and Switching Barriers on Customer Retention in a continous Purchasing Setting. International Journal of Service Industry Management , 374-395


Refbacks

  • There are currently no refbacks.