PURWANTO, PURWANTO and KUSWANDI, KUSWANDI and MARGIATI, LULUS and HARDIONO, HARDIONO (2015) RELATIONSHIP MARKETING FACTOR, CUSTOMER VALUE, MODERATING ROLE OF DEMANDING CUSTOMER AND SWITCHING BEHAVIOR. In: International Conference on Information Management and Technology (ICIMTech), 13-14 Agustus 2020, Jakarta.
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Abstract
The paper attempts to analyze the influence of relationship marketing factors, customer value, customer loyalty and Moderating role of demanding customers in the three customer groups (stayers, dissatisfied switchers, and satisfied switchers) in the banking industry in Indonesia. Data obtained from a sample of 650 customers banking. Statistical analysis was conducted using SEM with AMOS 18 programs and MRA with SPSS. Researchers found some results between them. First, for stayers, three types of content (economic content, resources content, and social content) improve the use value and the symbolic value of the customer, so can affect customer loyalty and demanding customer role can strengthen the effect of utilitarian value and Hedonic value on loyalty. Second, for dissatisfied switchers, only resource content are significantly affected customer use value, which can significantly increase customer loyalty and demanding customer role can weaken the effect of utilitarian value and hedonic value on loyalty. Third, to satisfied switchers, social content significantly affects the hedonic value, while the resource content significantly affect the use value and the role of demanding customers can moderated the effect of utilitarian value and hedonic value on loyalty.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Subjects: | Manajemen |
| Depositing User: | Unnamed user with email lib.stiemahardhika@gmail.com |
| Date Deposited: | 20 Oct 2022 08:43 |
| Last Modified: | 20 Oct 2022 08:43 |
| URI: | http://repository.stiemahardhika.ac.id/id/eprint/2933 |
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