Suliyanto_Abstract_1632012

MODEL LOYALITAS PELANGGAN PADA PERBANKAN MIKRO: PERCEIVED RISK SEBAGAI VARIABEL MODERASI

Suliyanto
Pramono Hari Adi
Eling Purwanto Jati
Jurusan Manajemen Fakultas Ekonomi Universitas Jenderal Soedirman
Jl. Boenyamin No.708 Purwokerto, 53122.

 

  • Korespondensi dengan Penulis:
  • Suliyanto: Telp. 0281-637970 Fax:0281-640268
  • E-mail: suli_yanto@yahoo.com

 

Abstract

The purpose of this study was to analyze the effect of relationship marketing on customer satisfaction and switching  cost, to analyze the effect of cutomer satisfaction, relationship marketing and switching  cost on customer loyalty, and to analyze percieved risk as a moderation variable on 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, relationship 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.

 

Key words: relationship marketing, switching cost, customer satisfaction, percieved risk, customer loyalty

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