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Jurnal Keuangan dan Perbankan: Volume 16, Nomor 3, September 2012
Journal from JIPTUNMERPP / 2014-03-19 10:16:36
Oleh : Suliyanto ; Pramono Hari Adi ; Eling Purwanto Jati, Diploma 3 of Finance and Banking Merdeka University Malang
Dibuat : 2012-09-01, dengan file

Keyword : Relationship marketing, switching cost, customer satisfaction, percieved risk, customer loyalty

The purpose of this study was to analyze the effect of relationship marketing on customer satisfaction and switching costs, to analyze the effect of cutomer satisfaction, relationship marketing and switching cost on customer loyalty, and to analyze percieved risk as moderation variable on a causal relationship between cutomer satisfaction, relationship marketing and switching cost on customer loyalty. The samples were mikro banking consumers in Banyumas, Cilacap, Purbalingga and Banjarnegara. The sample size in this study were 120 respondents. Sampling was done by purposive sampling method. Analytical tool used were the sub-group regression analysis and chow test. The results of this study were that relationship marketing had positive effect on customer satisfaction and switching cost, cutomer satisfaction, relatioship marketing and switching cost had positive effect on customer loyalty and, percieved risk moderated the relationship between cutomer satisfaction, relationship marketing and switching cost on customer loyalty.

Deskripsi Alternatif :

The purpose of this study was to analyze the effect of relationship marketing on customer satisfaction and switching costs, to analyze the effect of cutomer satisfaction, relationship marketing and switching cost on customer loyalty, and to analyze percieved risk as moderation variable on a causal relationship between cutomer satisfaction, relationship marketing and switching cost on customer loyalty. The samples were mikro banking consumers in Banyumas, Cilacap, Purbalingga and Banjarnegara. The sample size in this study were 120 respondents. Sampling was done by purposive sampling method. Analytical tool used were the sub-group regression analysis and chow test. The results of this study were that relationship marketing had positive effect on customer satisfaction and switching cost, cutomer satisfaction, relatioship marketing and switching cost had positive effect on customer loyalty and, percieved risk moderated the relationship between cutomer satisfaction, relationship marketing and switching cost on customer loyalty.

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