The Influence of Customer Satisfaction, Switching Cost and Trusts in a Brand on Customer Loyalty – The Survey on Student as im3 Users in Depok, Indonesia

摘要

In order to survive in the tight competiton, many cellular providers have a big effort to maintain the customer loyalty. This research attemted to analyze the influence of customer satisfaction, switching cost, and trust in a brand towards customer loyalty partially and simultaneously. The research method was descriptive analysis by the multiple regression analysis. The data was compiled by distributing questionnaire to 100 respondents of youngsters in Depok Area, a suburban near Jakarta as Indonesia capital city. Youngsters were the main target of the cellular providers market shares. The result showed that ccustomer satisfaction and switching cost had a significant influence to customer loyalty. However, the trust in brand had no significant influence to the customer loyalty. Furthermorem when tested simultaneously, the customer satisfaction, switching cost, and trust in a brand has influence to the customer loyality.