Satisfaction, loyalty and trust as detreminants of intention to repurchase

Aritonang, Lerbin R Satisfaction, loyalty and trust as detreminants of intention to repurchase. Journal of Academic Faculty Development, 1 (2). ISSN 9772477828005

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Practitioners and scholars have paid attention to customer loyalty as loyal consumers are beneficial to a company. An obvious benefit is the retention cost for loyal customers is much lower than the acquistion cost for new customers (Reichheld and Sasser, 199O; Rosenberg & Czepiel, 1994; Crego & Schiffrin, 1995; Parthasarathy & Bhattacherjee, 1998; Blackwell, Miniard & Engel, 2006). ln addition, loyal customers are more willing to pay higher prices and are less sensitive to the price of the product (Kishnamurthi & Raj, 1991; Reichheld and Sasser, 1990). They also provide proactive word-of-mouth promotion and have goodwill (customer equity) (Sheth & Mittal,2OO4). The predictability and regularity of purchases by loyal consumers enable companies to use their resources more efficiently (Hennig-Thurau,Langer & Hansen, 2001-). Since it has been shown that companies could increase their profits by nearly one hundred percent by retaining only five percent of the consumers (Richheld & Sasser, 1990; Jones & Taylor, 2OO7;Zeithaml, 2000), customer loyalty is the key for companies to survive and grow (Reichheld, 1996) and is arguably its strategic assets (Mellens,Dekimpe, and Steenkamp, 1996)

Item Type: Article
Subjects: Karya Ilmiah Dosen > Fakultas Ekonomi
Divisions: Fakultas Ekonomi > Akuntansi
Fakultas Ekonomi > Manajemen
Depositing User: Ekonomi FE Tarumanagara
Date Deposited: 07 Aug 2017 17:52
Last Modified: 07 Aug 2017 17:52

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