Analisis Pengaruh Perceived Service Quality Terhadap Customer Loyalty dengan Corporate Image, Trust dan Perceived Switching Cost Sebagai Intervening

Juliana, Juliana (2011) Analisis Pengaruh Perceived Service Quality Terhadap Customer Loyalty dengan Corporate Image, Trust dan Perceived Switching Cost Sebagai Intervening. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Corporate image, perceived service quality, trust and customer switching costs are the major antecedents of customer loyalty, and loyal customer may buy more, accept higher prices and have a positive word-of-mouth effect. Also we know that the cost of selling to new customers is much higher than the cost of selling to existing customers. Although this fact is apparent to everyone, many companies are still losing customers at a formidable rate. This study used 320 respondent who had use Telkomsel GSM mobile in Batam. The disseminated data are consist of 330 copies and 320 return back copies or 97 %. Data collection is done by using purposive sampling methods. The results of this study indicate perceived service quality influence to customer loyalty, perceived service quality influence to trust, trust influence to perceived switching cost, trust influence to customer loyalty, corporate image influence to customer loyalty, perceived service quality influence corporate image, perceived switching cost influence to customer loyalty, perceived service quality influence to perceived switching cost. Key word: Customer loyalty, Telecommunications, Customer service quality, Corporate image, Trust, Turkey.

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