The Impact of Switching Costs on Customer Loyalty: A Study Among Customers of Mobile Telephony  

Oleh:

Ricki, Allan ; Raharso, Andreas

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI - non-atma jaya
Dalam koleksi: Journal of Applied Finance and Accounting vol. 1 no. 1 (Nov. 2008), page 39-59.
Topik: switching costs; customer loyalty; mobile telephony; consumer behavior.

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: AA76.1 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

The conditions for doing business are changing rapidly. In last few years the mobile telecom market has witnessed a substantial growth and rapid changes globally as well as domestically. Customer loyalty is critical issue in the success of any business system, for this reason, the main condition for protecting the subscriber base is to win customer loyalty, a key necessity for the maintenance of a brand's life in the long term. To achieve this aim, customer loyalty must be measured and "switching costs" identified. The latter render subscribers' preference for rival operator more expensive. In this connection, this study aim is to measure the impact of switching costs on customer loyalty, and the direct and indirect of "switching costs" on customer loyalty. For doing so, a survey has been performed on customers of the prepaid and postpaid mobile service operator in Indonesia, questionnaire were distributed among them and the results analyzed base upon the proposed and hypo theses, and finally the conclusions and implications were made.

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