Hubungan Antara Kepuasan Konsumen dan Kualitas Jasa: Studi Perilaku Konsumen Terhadap Loyalitas Merek  

Oleh:

Junaedi, M.F. Shellyana

Jenis: Article from Journal - ilmiah nasional
Dalam koleksi: Modus Jurnal Ekonomi dan Bisnis vol. 15 no. 2 (Sep. 2003), page 105-118.
Topik: Kepuasan Pelanggan; Kualitas Jasa; Loyalitas
Fulltext: 00000002.pdf (879.34KB)

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: MM57.1 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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The result of the research is aimed at explaining relationship between brand loyalty which is attitudinal and behavioural approaches, product quality and customer satisfaction. The idea implied on this research will help much in resolving problem and decision makin connected to reinforce the brand loyalty that comprising cognition, affecting, conation, and action. Product quality was reflected by Servqual Paralel, and customer satisfaction measurement was developed by Oliver (1980). The analysis of 52 respondent all of those are customer of newpaper indicates that product quality and customer satisfaction are antecedent variables of brand loyalty. Another finding concludes that those two variables significantly influence to brand loyalty. The implication of this research is relevant to academicians and practitioners in assisting them to explain of how the product quality and customer satisfaction influence the brand loyalty.

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