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PENGARUH KEPERCAYAAN, KEPUASAN DAN HAMBATAN BERALIH TERHADAP RETENSI PELANGGAN PADA PENGGUNA BLACKBERRY DI SURABAYA

PUTRA, DIO PRATAMA (2013) PENGARUH KEPERCAYAAN, KEPUASAN DAN HAMBATAN BERALIH TERHADAP RETENSI PELANGGAN PADA PENGGUNA BLACKBERRY DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.

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Abstract

The purpose of this study is to determine whether the attributes customer trust, customer satisfaction and switching barriers simultaneously and partially influenced to customer retention. The design of this study used with judgement sampling. Respondents were selected using the consideration of an individual's ability to Blackberry a specific type of the information needed by the research. Data were collected from 100 respondents who use Blackberry in Surabaya for at least six month. The method analysis used in this research was Maximum Likelihood test using the program of SPSS version 16.0. This study shows some of the findings namely like that customer trust, customer satisfaction, and switching barriers simultaneously significantly influenced the customer retention of Blackberry user. This study also findings in partial namely customer trust not significantly to influenced customer retention of blackberry user. Blackberry customers satisfaction significantly influenced to customer retention of Blackberry user and Blackberry switching barriers not significantly influenced to customer retention of blackberry user. The result of this study can be recommended to smartphone Blackberry referring to data collected, to further improve the switching barriers to customers so customers retention will be increase and then Blackberry is expected to reduce the negative news about Blackberry for example Blackberry should be more innovative so that customers are increasingly comfortable and will not easily switch to another product. Keywords : Customer Trust, Customer Satisfaction, Switching Barriers and Customer Retention

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 23 May 2017 02:54
Last Modified: 23 May 2017 02:54
URI: http://eprints.perbanas.ac.id/id/eprint/1393

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