THE INFLUENCE OF FIRM’S SERVICE, DISSATISFACTION AND CONSUMER CONSIDERATION ON CONSUMER SWITCHING BEHAVIOR FROM TRADITIONAL MARKET TO MODERN MARKET
ABSTRACT: Modern market has
become a new shopping trend for society. Although the traditional market has
occupied an important role for a long time in the life of the community as a
place to shop daily products. The purpose of this study to determine the
existence a difference of customer dissatisfaction and behavioral factors
displacement between a modern market and a traditional market. This study is a
causal study, because the questionnaire as a tool to collect data and analysis.
Research hypothesis is that there is a difference from the customer
dissatisfaction and displacement factor of shopping behavior of modern markets
of traditional markets. The observed population is the customer who shopped at
Hypermart Mantos and Markets Pinasungkulan Karombasan city of Manado with a
sample of 100 respondents. This study analyzed the average of the comparison
with independent samples t-test between the modern market to traditional
markets. The results showed the average differences between traditional and
modern market in terms of consumer dissatisfaction factor and customer behavior
occurs displacement from traditional markets to modern market significantly.
The seller in traditional markets should improve the quality of products and
services to consumers, so as to reduce the displacement.
Keywords: poor service,
consumer dissatisfaction, consumer consideration, consumer switching behavior
Author: F. Feinny Lumihi, Sifrit
S. Pangemanan
Journal Code: jpmanajemengg150073
