GAMBARAN SWITCHING COST DAN CUSTOMER SWITCHING BEHAVIOR PADA PELANGGAN MNC PLAY DI BANDUNG | Zendy

Lena Marliyana Maelatusaadah | Zendy; Agus Rahayu | Zendy; Dian Herdiana Utama | Zendy

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GAMBARAN SWITCHING COST DAN CUSTOMER SWITCHING BEHAVIOR PADA PELANGGAN MNC PLAY DI BANDUNG

Author(s) -

Lena Marliyana Maelatusaadah,

Agus Rahayu,

Dian Herdiana Utama

Publication year - 2018

Publication title -

journal of business management education (jbme)

Language(s) - English

Resource type - Journals

eISSN - 2715-3045

pISSN - 2715-3037

DOI - 10.17509/jbme.v3i3.14294

Subject(s) - originality , simple random sample , research object , value (mathematics) , research method , descriptive research , data collection , descriptive statistics , marketing , business , psychology , statistics , mathematics , business administration , social psychology , medicine , population , environmental health , creativity

P urpose - To find out the description of the level of switching cost and customer switching behavior in MNC Play’s customer in Bandung. Design/methodology/approach - The design of this study is cross sectional method. This research uses descriptive approach with cross sectional method . A total of 1 06 respondents were selected using simple random sampling . A questionnaire was used as a research instrument to collect data from respondents. The analysis technique used is verification technique and descriptive technique. F indings - The result showed that switching cost is in good enough category, while customer switching behavior is in good enough category. Originality / value - The differences in this study located on an object research , time research , a measuring instrument , literature that used , the theory that is used and the results of the study

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