PERAN SWITCHING COSTS SEBAGAI VARIABEL MODERASI PADA PENGARUH KEPUASAN ATAS KUALITAS JASA TERHADAP LOYALITAS NASABAH PT. BANK NEGARA INDONESIA (PERSERO) TBK. CABANG UNAIR DI SURABAYA
ABSTRACT: This paper examine
the influence of satisfaction at service quality (SERVQUAL) that related to
customer loyalty with moderated by switching costs in PT. Bank Negara Indonesia
(Persero) Tbk branch UNAIR Surabaya. Variable conduct in this paper is
satisfaction at service quality (X), switching costs (Z), and loyalty (Y).
Sampling is conducted by purposive non random sampling and use moderated regression
analysis to analyze data. The result indicates effect of customer satisfaction
on loyalty in customers is less when switching cost is perceived to be high
rather than low. In other words, perceived switching cost reduces customers’
sensitivity to the level of customer satisfaction.
Key words: satisfaction, switching costs, loyalty
Penulis: Indrianawati Usman,
Ricky Gandhi Saputra
Kode Jurnal: jpmanajemendd090206
