Ardhianto, Nur Anggoro (2013) Pengaruh Kepuasan Terhadap Loyalitas Dan Keinginan Pelanggan Untuk Beralih Dari Motor Honda Di Surabaya. Undergraduate thesis, STIE PERBANAS.
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Abstract
The purpose of this study is to examine the effect of customer satisfaction on customer loyalty and intentions to switch Honda Motorcycle. Honda Motorcycle is a market leader in Indonesia, but the sales was decrease for 3 years because there is a competitor is Yamaha. Using 130 customers Honda Motorcycle as respondent and using linier regression test with program SPSS 16.00 for windows. The results shows that there is a significant positive relationship between customer satisfaction on customer loyalty and there is a significant negative relationship between customer satisfaction to intentions to switch. Based in the result Honda should improve the quality and innovations of the products. Honda also need to consider to provide more value and benefits that customers do not switch to the other product. Keywords : Customer Satisfaction, Customer Loyalty, and Intention to Switch
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | Magang Magang |
| Date Deposited: | 28 Oct 2019 02:20 |
| Last Modified: | 28 Oct 2019 02:20 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/5280 |
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