Loyality & Disloyalty: Sebuah Pandangan Komprehensif dalam Analisis Loyalitas Pelanggan  

Oleh:

Darsono, Licen Indahwati

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI - atma jaya
Dalam koleksi: Jurnal Administrasi & Bisnis vol. 4 no. 9/10/11 (Aug. 2004), page 47-57.
Topik: Disloyalty; Affective; Cognitive; Conceive; Satisfaction; Loyalty
Fulltext: Licen Indahwati Darsono.pdf (706.91KB)

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Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ97 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Marketer convinced that customer loyalty is a valuable asset for the company. but, in today marketplace managing customer loyalty is a daunting task. An understanding about customer loyalty concept is prerequisite for managing customer loyalty. Customer loyalty concept best understood with the composite approach, behavioral and attitudinal approach. Composite approach could make marketer to find out loyalty category, loyalty stages of the customers. Customer satisfaction is an antecedent of customer loyalty, But, some researchers argue that satisfaction and loyalty relationship is not linear, This statement is supported by the fact in the market, satisfied customers still defect, but several dissatisfied customer don't switch. Therefore, analyzing cutomer loyalty required holistic view about customer loyalty, loyalty concapt alone did not give marketer a comprehensive view in customer loyalty analysis. marketers and researchers must pay attention to disloyalty.

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