PERCEPTION OF SERVICE QUALITY. COMPANY IMAGE, TRUST, AND PERCEIVED VALUE TO PREDICT LOYALTY OF CELLULAR NETWORK SUBSCRIBERS

Aritonang, Lerbin R and Anggarina, Paula Tjatoerwidya and Puspitowati, Ida (2013) PERCEPTION OF SERVICE QUALITY. COMPANY IMAGE, TRUST, AND PERCEIVED VALUE TO PREDICT LOYALTY OF CELLULAR NETWORK SUBSCRIBERS. Karya Ilmiah Dosen, 1. ISSN 2309-379X

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Abstract

Developing and maintaining relationship with ex1sting customers is more important than acquiring new customers. In a state that has begun to matured market, intensifying competition has led companies to explore ways to maintain the existing customers, which eventually can increase the profitability of the company. Similarly, as the mobile phone industry developed rapidly during the last five years with a very tight competition, conducting an empirical research to testing the predictive power of' perceived service quality. company image. and perceived value to measure customer's loyalty is very important. The result or the analysis shows that all of the four predictors namely: service quality, company image, customers trust. and perceived value on customer's loyalty has a positive effect. However among the four predictors. the significant predictor is only the image of the company. This research is important for cellular phone marketing practitioners in developing products and maintaining customer's loyalty. Company image. which is the most significant predictor for customer's loyalty. becomes the basis for a company's progress determination.

Item Type: Article
Subjects: Karya Ilmiah Dosen > Fakultas Ekonomi
Divisions: Fakultas Ekonomi > Akuntansi
Fakultas Ekonomi > Manajemen
Depositing User: Puskom untar untar
Date Deposited: 07 Apr 2017 06:32
Last Modified: 07 Apr 2017 06:32
URI: http://repository.untar.ac.id/id/eprint/336

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