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ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI LOYALITAS PELANGGAN MICROSOFT (STUDI KASUS DI KABUPATEN REMBANG)

*Ming Ming Lukiarti  -  Magister Manajemen Universitas Diponegoro, Indonesia

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Abstract

In marketing, there is no doubt that customer loyalty is essential. Marketers will always try to
keep their customers in long period or even forever if it is possible. Therefore, this research
tries to examine the factors that influence the customer loyalty. These factors are perceived
risk, switching costs and corporate image as a moderating variable between switching costs
and customer loyalty. The necessary data was obtained through interviews using questionnaires
to 100 respondents. The obtained data then analyzed by using the technique of Partial Least
Square (PLS-SEM).
The results of statistical test by using Partial Least Square (PLS-SEM) showed that, the
perceived risk has a positive effect on switching cost, switching cost has a positive effect on
customer loyalty and corporate image did not moderate the relationship between switching
costs and customer loyalty. Based on the results, a managerial implications can be drawn,
namely loyalty enhanced by increasing switching costs and perceived risk. This is done by
always creating a system performance that is easier to operate and easy to understand through
creating operating systems is no more difficult than the previous editions and provide multitasking
capabilities that have larger capacity. In addition , it should provide better security systems
that are not easily infected by virus or cyber criminals hacked, give the perception that is
more expensive and difficult to move to another operating system by means of improving
customer satisfaction and provide good services (performance) within the operating system,
simplify and make it cheaper for the installation of new programs and increase customer
engagement (eg: forming a community joint branding with the mobile phone company or other
computer company) to provide added value for Microsoft customers.

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Keywords: Perceived Risk, Switching Cost, Corporate Image, Customer Loyalty

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Section: Research Article
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