PENGARUH SWITCHING COST DAN SWITCHING INTENTION TERHADAP WOM PADA NASABAH BCA DI KOTA DENPASAR
ABSTRACT: This study aims to
determine effect of switching cost to switching intention and word of mouth as
well as the role of switching intention in mediating effects of switching cost
to the customer word of mouth at Bank Central Asia in Denpasar. This research
was conducted in Denpasar with a population used is the customer who has the
BCA stages as well as the sample size of 110 people. The data was collected by
distributing questionnaires and Likert scale to measure 11 indicators of the
three variables of the study. The analysis technique used in this research is
path analysis and test Sobel. The results of this study show that switching
cost significant negative effect on switching intention, switching intention
significant negative effect on word of mouth, and switching cost significant positive
effect on word of mouth. Switching intention can partially mediate effect of
switching cost on word of mouth.
KEYWORDS: switching cost,
switching intention, word of mouth
Penulis: I A Widya Pryanka
Wikrami, Kastawan Mandala
Kode Jurnal: jpmanajemendd170120
