Analisis Pengaruh Antara Corporate Image, Trust dan Perceived Switching Cost Terhadap Customer Loyalty pada Perbankan

Berttasia, Angelina (2012) Analisis Pengaruh Antara Corporate Image, Trust dan Perceived Switching Cost Terhadap Customer Loyalty pada Perbankan. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

The current thriving economic growth was influenced by the intense competition caused by the wave of globalization that had permeated into all forms of business entity. The emergence of this tight competiveness caused the entrepreneurs to compete among themselves in facing it to get the best out of it. The development of banks in Indonesia was too rapid and with the increase in the number of banks made the Indonesian people to keep much of their savings in them. In this modern sophisticated ere where technology was used in all forms of activity made it easier to made things get done. One of the expansion caused by the use of technology was in the field of information technology that made communication between clients and banks a breeze. The purpose of this study was to examine whether there is influence of the attributes of corporate image, trust and perceived switching cost on customer loyalty in banking. Data obtained from respondents who visited the bank by using the sample selection nonprobabilitas Purposive Sampling. Analysis tools using multiple and simple regression, the method performed by spreading 200 survey questionnaires to the rate of return of 97.6%. The results of this study indicate that image, trust and perceived switching cost affects customer loyalty in banking. Key Words: Corporate Image, Trust, Perceived Switching Cost, Customer Loyalty.

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