CUSTOMER SATISFACTION AND SWITCHING COST TOWARD TRUST IN THE BRAND AND CUSTOMER RETENTION OF SIMPATI IN JEMBER
Keywords:
customer satisfaction, switching cost, trust in the brand, customer retentionAbstract
The aim of this research was to examine the effects of customer satisfaction towards trust in the brand, switching cost towards trust in the brand, customer satisfaction towards customer retention, switching cost towards customer retention and trust in the brand towards customer retention. A total sample of 120 respondents living in the town of Jember was collected through purposive sampling technique. The model analysis applied was Structural Equation Modeling (SEM). The results showed that customer satisfaction effected significantly positive towards trust in the brand; switching cost effected significantly positive towards trust in the brand; customer satisfaction has no effect towards customer retention; switching cost has no effect towards customer retention; and trust in the brand effected significantly positive towards customer retention.
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