Open AccessLOYALTY & DISLOYALTY: SEBUAH PANDANGAN KOMPREHENSIF DALAM ANALISA LOYALITAS PELANGGAN
Author(s) -
Licen Indahwati Darsono
Publication year - 2017
Publication title -
kinerja
Language(s) - English
Resource type - Journals
eISSN - 2549-1709
pISSN - 0853-6627
DOI - 10.24002/kinerja.v8i2.894
Subject(s) - loyalty business model , loyalty , business , marketing , customer retention , customer satisfaction , antecedent (behavioral psychology) , advertising , psychology , service quality , service (business) , social psychology
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