Pengaruh Customer Satisfaction Terhadap Customer Retention Dengan Switching Barriers Sebagai Variabel Moderating Pada Provider Gsm Xl Axiata Di Surabaya
(1) Surabaya
(*) Corresponding Author
Abstract
Penelitian ini bertujuan untuk menganalisa pengaruh dari Customer Satisfaction (Fulfillment, relief, delight) terhadap Customer Retention (Frequent Purchase, Continuous Purchase, Scope of Relationship, Recommendations) pada Provider XL Axiata di Surabaya dengan Switching Barriers (Switching Costs, Inertia) sebagai variabel moderating.
Penelitian ini dilaksanakan dengan menyebarkan kuisioner kepada 100 responden pelanggan XL Axiata yang telah menggunakan XL selama lebih dari satu tahun (2017). Metode penelitian yang digunakan adalah metode kuantitatif dengan teknik analisa path analysis.
hasil penelitian menunjukkan: (1) customer satisfaction berpengaruh signifikan terhadap customer retention; (2) customer satisfaction berpengaruh signifikan secara tidak langsung terhadap customer retention dengan switching barrier sebagai variabel moderating; (3) switching barrier berpengaruh signifikan terhadap customer retention.Keywords
References
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