PERANGKAP LOYALITAS PELANGGAN: SEBUAH PEMAHAMAN TERHADAP NONCOMPLAINERS PADA SETING JASA
ABSTRACT: It has been agreed
by practitioners and academicians in marketing area, that there is a strong
relationship between customer satisfaction and loyalty. Customer loyalty is a
subsequent of customer satisfaction. It means that satisfied customers are more
likely to be loyal, or in other words, the loyal customers are the satisfied
ones. Due to the uniqueness of service, it is likely more difficult to predict
and analyze customer satisfaction and loyalty. Therefore, this paper aims at
reminding us to rethink about this relationship in service setting. Are loyal
customers always the satisfied ones? Had not they ever been disappointed, even
just once, with the service providers performance? If they had, why do they
still intend to repurchase service to the same service providers? Exploring
noncomplainers will tell us the story behind the scene of the two mysterious
variables. It is hoped that this paper will be able to help service providers
to improve their performance in order to build pure loyalty and also to provide
further insight for future research.
Keywords: customers
satisfaction, customer loyalty, noncomplainers, service
Penulis: Titik Desi Harsoyo
Kode Jurnal: jpmanajemendd090194
