IMPACT OF SATISFACTION AND SWITCHING COST ON LOYALTY (CASE STUDY : CUSTOMER OF SIMPATI PROVIDER IN SURABAYA)
Abstract
Cellular services industry in Indonesia is currently located in the saturated, in
which development can’t run as fast as before, even to decline. In times of
saturated, if the market penetration can’t produce high profits, keeping the
customer loyalty is one of the best ways for company to gain profit. The way to
maintain customer loyalty is to satisfy customers. But, in the hypercompetitif era,
not only customer satisfaction is needed to maintain customer loyalty. Several
companies are also implementing the same customer satisfaction strategy, so
customers have a great power to move. To anticipate the movement of customers,
it is necessary to apply another strategy. Biaya peralihan which are costs to be
borne by the customer if the customer decides to switch, also serves to maintain
customer loyalty. One of the biaya peralihan strategies adopted by Telkomsel to
maintain the customers loyalty is to making “simPATIzone” community for it’s
customer. Therefore the study aims are to examine and analyze the impact of
customer satisfaction on customer loyalty with biaya peralihan as a moderator
variable on the simPATI phone card customers (studies on “simPATIzone”
community In The WTC’s Surabaya). This study is a causal research. The
population in this study is age 16-65 years, do not have other brands of GSM
card, and have been using phone cards simPATI for at least 1 year. Samples
collected as many as 210 respondents using accidental sampling technique.
Measuring instrument used was a questionnaire, and data were analyzed with
Moderate Regression Analysis (MRA). The results showed that biaya peralihan
be a moderate variable is weakened the impact of customer satisfaction to
customer loyalty. The result of regression, estimate adjusted R2 on 0,969 and this
aimed 96,9% changes of customer loyalty is depends of customer satisfaction,
biaya peralihan, and interaction variable, and the other of variable aimed 3,1%.
Suggested for other examined, to making biaya peralihan be second independent
variable in order not weakened the impact of customer satisfaction to customer
loyalty.
Key Words: customer satisfaction, biaya peralihan, customer loyalty
which development can’t run as fast as before, even to decline. In times of
saturated, if the market penetration can’t produce high profits, keeping the
customer loyalty is one of the best ways for company to gain profit. The way to
maintain customer loyalty is to satisfy customers. But, in the hypercompetitif era,
not only customer satisfaction is needed to maintain customer loyalty. Several
companies are also implementing the same customer satisfaction strategy, so
customers have a great power to move. To anticipate the movement of customers,
it is necessary to apply another strategy. Biaya peralihan which are costs to be
borne by the customer if the customer decides to switch, also serves to maintain
customer loyalty. One of the biaya peralihan strategies adopted by Telkomsel to
maintain the customers loyalty is to making “simPATIzone” community for it’s
customer. Therefore the study aims are to examine and analyze the impact of
customer satisfaction on customer loyalty with biaya peralihan as a moderator
variable on the simPATI phone card customers (studies on “simPATIzone”
community In The WTC’s Surabaya). This study is a causal research. The
population in this study is age 16-65 years, do not have other brands of GSM
card, and have been using phone cards simPATI for at least 1 year. Samples
collected as many as 210 respondents using accidental sampling technique.
Measuring instrument used was a questionnaire, and data were analyzed with
Moderate Regression Analysis (MRA). The results showed that biaya peralihan
be a moderate variable is weakened the impact of customer satisfaction to
customer loyalty. The result of regression, estimate adjusted R2 on 0,969 and this
aimed 96,9% changes of customer loyalty is depends of customer satisfaction,
biaya peralihan, and interaction variable, and the other of variable aimed 3,1%.
Suggested for other examined, to making biaya peralihan be second independent
variable in order not weakened the impact of customer satisfaction to customer
loyalty.
Key Words: customer satisfaction, biaya peralihan, customer loyalty
