SIKAP RELATIF DAN KOMITMEN JANGKA PANJANG KONSUMEN DALAM MODEL LOYALITAS (Studi Kasus pada PT. Garuda Citilink)

Authors

  • Edwin Japarianto Fakultas Ekonomi - Universitas Kristen Petra, Surabaya

DOI:

https://doi.org/10.9744/pemasaran.5.1.14-21

Keywords:

Attitude, commitment, customer loyalty.

Abstract

The main objective of this research is to clarify a impact of relative attitude and long term commitment to consumer loyalty Garuda Citilink, Attitude observed by the dimention of: Personal Experience, Reference Group, Promotion. Commitment observed by the dimention of: Social Benefit, Comfortable benefit and Special Cases benefit and customer loyalty observed by the dimention of: satisfaction and willingness to buy. Using Path Analysis, the result of this research indicates that customer loyalty can be influence by customer commitment.

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Published

2012-03-19

Issue

Section

Articles