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LOYALTY & DISLOYALTY: SEBUAH PANDANGAN KOMPREHENSIF DALAM ANALISA LOYALITAS PELANGGAN

KINERJA: Journal of Business and Economics

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Field Value
 
Title LOYALTY & DISLOYALTY: SEBUAH PANDANGAN KOMPREHENSIF DALAM ANALISA LOYALITAS PELANGGAN
 
Creator Darsono, Licen Indahwati
 
Subject —
 
Description Marketer convinced that customer loyalty is a valuable asset for the company. But, in today marketplace managing customer loyalty is a daunting task. An understanding about customer loyalty concept is prerequisite for managing customer loyalty. Customer loyalty concept best understood with the composite approach; behavioral and attitudinal approach. Composite approach could make marketer to find out loyalty category andloyalty stages of the customers, loyalty’s antecedent and manage loyalty from that antecedent. Customer satisfaction is an antecedent of customer loyalty. But, some researchers argued that satisfaction and loyalty relationships is not linear. This statement is supported by the fact in the market, satisfied customers still defect, but several dissatisfied customers don’t switch. Therefore, analyzing customer loyalty required holistic view about customer loyalty, loyalty concept alone did not give marketer a comprehensive view in customer loyalty analysis. Marketers and researchers must pay attention to disloyalty.Key words: loyalty, disloyalty, satisfaction
 
Publisher Faculty of Economics Universitas Atma Jaya Yogyakarta
 
Contributor —
 
Date 2017-01-25
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier https://ojs.uajy.ac.id/index.php/kinerja/article/view/894
10.24002/kinerja.v8i2.894
 
Source KINERJA; Vol 8, No 2 (2004): Kinerja; 163-173
2549-1709
0853-6627
 
Language eng
 
Relation https://ojs.uajy.ac.id/index.php/kinerja/article/view/894/803
 
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