Hapsoro Darpito, Surpiko (2011) Analisis Switching Behavior Sebagai Upaya Perusahaan dalam Membangun Keunggulan Kompetitif. JURNAL MANAJEMEN INOVASI DAN BISNIS. ISSN 2088 - 4621
Preview |
Text
Abstrac2.pdf Download (15kB) | Preview |
Abstract
Loyalty of a firm’s customer has been recognized as the dominant factor in a business
organization’s success. This study help us extend our understanding of the relationship
between customers’ loyalty, switching behavior, perceived quality, customers’ satisfaction,
and image. This is of considerable interest to both practitioners and academics in the field of
hospitality management. The objective of this research is to identify the factors of switching
behavior, perceived quality, customer satisfaction, and image that are positively or negatively
related to customer loyalty in the hotel industry. Data collected form 200 melati hotels
consumers in Yogyakarta. The sample was drawn by a purposive sampling technique. Data
analyses were conducted by means of structural equation modeling with a program
application of AMOS. The results of model evaluation with several criteria of Goodness of
Fit Indices showed the model was accepted. The finding of the research verified the model
indicating the relationship between customer loyalty, switching behavior, perceived quality,
customer satisfaction, and image. The results illustrated that a) image has both direct and
indirect (through satisfaction) positively effects on customers’ loyalty, b) perceived quality
positively affects consumers’ loyalty through customers’ satisfaction, and c) customers’
satisfaction direct positively effects on loyalty and negatively effects on switching behavior,
but indirect (through switching behavior) not effects on customers’ loyalty. Consumers’
perceptions about perceived quality, customer satisfaction, and image are almost equally
important to build up their loyalty. The findings of this study contribute to the growing body
of knowledge in service management and hospitality management. This study could be
replicated in independent hotels, in chain restaurants and/or in other service sectors. We
suggest that managers consider image, perceived quality, and consumer satisfaction as the
foundations to build up loyalty and competitive advantage. Keywords : customer loyalty,
switching behavior, perceived quality, customer satisfaction, and image
| Item Type: | Article |
|---|---|
| Subjek: | H Social Sciences > H Social Sciences (General) |
| Divisions: | x. Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | wikan agung |
| Date Deposited: | 14 Sep 2016 07:48 |
| Last Modified: | 14 Sep 2016 07:48 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/213 |
Actions (login required)
 |
View Item |