ANTESEDEN & OUTCOME DARI KEPUASAN PELANGGAN
Abstract
Business competition faced by the company from day to day getting tighter. These conditions require the management to be more careful in determining the competitive strategy, in order to win the competition at hand. The management is also required to design and implement a marketing strategy that is able to create, maintain and improve customer satisfaction. Thus will be able to create high customer loyalty towards the products offered. A loyal customer is an expensive asset for the organization. So with loyal customers can reduce the organization to seek new customers.
The population in this study is the customer of the VCO product brand name "Nova" who buy products at the retails or counters in Surabaya at the time of the study. The population can not be known with certainty. Therefore, the sampling technique used was non-probability sampling (accidental sampling). One hundred respondents were obtained from the data tabulation process. Data were analyzed by SEM through the software program AMOS.
The results showed that: 1) There was no effect of Customer Value to Customer Satisfaction VCO products with brand name "Nova" 2) There are positive effects of Store Image on Customer Satisfaction VCO products with brand name "Nova" 3) There is positive influence of Customer Satisfaction on Customer Loyalty VCO products with the brand name "Nova".
References
Andreassen, T. W. 1999. What drives customer loyalty with complaint resolution ? Journal of Service Research. 1(4) : 324-332.
Caruana, A, et al, 2000. Service quality and satisfaction - the moderating role of value. European Journal of Marketing. 34(11/12) : 1338-1352.
Chang and Tu, 2005. Exploring store image, customer satisfaction and customer loyalty relationship: evidence from Taiwanese hypermarket industry, Journal of American Academy of Business. 7(2) : 197-203.
Dharmamesta, 2002. Pengaruh ketidakpuasan pelanggan, karakteristik kategori produk, dan kebutuhan mencari variasi terhadap keputusan perpindahan merek, Jurnal Ekonomi dan Bisnis Indonesia. 17(1) : 91-104.
Durvasula, S. et al, 2004. Forging relationships with services: The antecedents that have an impact on behavioral outcomes in the life insurance industry, Journal of Financial Services Marketing. 8(4) : 314-329.
Fredericks, et al.1995. Beyond customer satisfaction, Management Review. 84(5) : 29-33.
Koo, D.M. 2002. Inter-relationships among store images, store satisfaction, and store loyalty among Korea discount retail patrons, Asia Pacific Journal of Marketing and Logistics. 15(4) : 42-72.
Kotler, P. 2000. Marketing Management, The Millennium Edition, Prentice Hall International, Inc. New Jersey.
Kotler, P. 2002. Manajemen Pemasaran, Analisis, Perencanaan, Implementasi dan Pengendalian, Edisi keenam, Penerbit Institute Pendidikan dan Pembinaan Manajemen, Erlangga, Jakarta.
Mardalis, A. 2005. Meraih Loyalitas Pelanggan, Jurnal Manajemen dan Bisnis. 2(9).
Mowen, J.C. and M. Minor, 1998. Consumer Behavior, 5th Ed. Upper Saddle River, Prentice-Hall. Inc. New Jersey.
Oliver, R.L. 1999. When customer loyalty ?, Journal of Marketing, 63(5) : 33-44.
Paliati, A. 2004. Pengaruh tingkat kepuasan terhadap loyalitas nasabah tabungan perbankan di wilayah etnik Bugis, Analisis. 1(2).
Ruyter, et al. 1998. On the Relationship between Store Image, Store Satisfaction, and Store Loyalty, European Journal of Marketing. 32(5/6) : 499-513.
Rundle-Thiele, S. 2005. Exploring loyal qualities: assessing survey-based loyalty’s measure. In Sharyn Rundle-Thiele. The Journal of Services Marketing. 19(6/7) : 492-501.
Terblanche, N.S. 2006. The relationship between customer satisfaction and loyalty: An application of the American Customer Satisfaction Index in the South African fast food industry, Management Dynamics. 15(2) : 31-25.
Yamit, Z. 2002. Manajemen Kualitas Produk dan Jasa, Jilid 1, Penerbit Ekonisia, Yogyakarta.
