Analisis Pengaruh Customer Perceived Value dan Customer Satisfaction Terhadap Customer Loyalty Dengan Switching Costs Sebagai Variabel Moderator Bagi Perusahaan Tbk yang Menggunakan Jasa Kap di Indonesia

Johan, Johan (2012) Analisis Pengaruh Customer Perceived Value dan Customer Satisfaction Terhadap Customer Loyalty Dengan Switching Costs Sebagai Variabel Moderator Bagi Perusahaan Tbk yang Menggunakan Jasa Kap di Indonesia. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

This study aims to analyze the effect of customer perceived value and customer satisfaction to customer loyalty with switching costs as moderating variable at public company that use KAP services in Indonesia. The statistical methods that used in this research is multiple regression method. Independent variables are customer perceived value and customer satisfaction while the dependent variable is customer loyalty with switching costs as moderating variable. The data obtained are primary data that sourced from the questionnaire that are given to 387 sample within public company in Indonesia. From those 387 sample data, only 153 is useable. So this research used those 153 sample with purposive sampling method. The results indicated that, customer perceived value and customer satisfaction have a significant positive effect with customer loyalty. The effects of switching costs as moderating variable on the other hand did not hold a significant effect on overall performance of customer perceived value and customer satisfaction on customer loyalty. Keywords: Customer Perceived Value, Customer Satisfaction, Switching Costs, Customer Loyalty.

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