Pengaruh corporate image dan customer satisfaction terhadap customer loyalty dengan variabel moderasi switching cost (studi pada pelanggan kartu seluler esia)

Oleh :
Tri Setiawan - - Fak. Ekonomi dan Bisnis

This study aims to determine: (1). The influence of Customer Satisfaction on Customer loyalty, (2) The Corporate Image on Customer loyalty; (3) The Corporate Image for Customer Satisfaction; (4) Role of Switching Cost a moderate influence on the Customer Satisfaction Customer loyalty. Research was conducted in Surakarta, Esia subscribers, especially from PT Bakrie Telecom, Technical Convenience sampling using a sample of 100 respondents. Method of collecting data using questionnaires, and data analysis methods used include analysis of the research instrument consisting of product moment test validity and test reliability and test covering the hypothetical test using Regression Analysis(MRA). Research results show: (1) Customer Satisfaction significant positive effect on Customer Loyalty; (2) Corporate Image significant positive effect on Customer Loyalty; (3) Corporate Image positive effect on Customer Satisfaction, (4) Switching Cost does not mempengaruh relationship to Customer Satisfaction Customer Loyalty. Managerial implications and suggestions that were submitted: (1) Because of Switching Cost does not affect the influence of Customer Satisfaction to Customer Loyalty, then as the operator Bakrie Telecom's Esia should strive to create customer satisfaction. Satisfaction can be created because of expectations - expectations of customers can be met by the company. Based on the results of the interviews in the research, the expectations of customers is not necessary if the ESIA GOGO wanted to go out of town, has a network (coverage) area, and a cheap internet rates. Therefore, Esia need to improve their performance, which later created customer loyalty in a way to improve the quality of the signal, has a network (coverage) is knowledgeable, the quality of voice transmission is clear and not easily lost, and create good image a customer with a form of CSR (Corporate Social Responcibility) (2) Research similar in the futurel need to compare the card with other user's mobile operator, so that consumers can know if that is not loyal to PT Bakrie Telecom immediately known factors can cause.