PERPINDAHAN PELANGGAN (CUSTOMER SWITCHING) DALAM PEMASARAN JASA: SEBUAH ANALISIS KONSEPTUAL
Abstract: The main goals of
this paper are: (i) to review the literatures on customer switching occurred in
business services, (ii) to identify the antecedents of customer switching in
service business, and (iii) to provide recommendations for managers to avoid or
reduce customer migration. This paper is a conceptual study through a
literature review on the various articles in leading marketing journals. This
paper presents various opinions of the authors and a discussion about customer
switching growing to date. This study shows that companies have to pay
attention to keep their customers from their competitors. Several factors
determining customer switching such as
attitudes about switching, subjective norms, customer dissatisfaction, and
perceived quality are analyzed. The study shows that companies will gain profit
by retaining their customers.
Penulis: Alexander Joseph Ibnu
Wibowo
Kode Jurnal: jpakuntansidd130150
