Pengaruh Kepuasan Terhadap Loyalitas Konsumen Dengan Switching Cost Sebagai Variabel Moderasi

Abstract

Consumers will give loyalty because they are satisfied with the service they receive or consumers will switch services because they hope to find better service than what they have received. To switch to another service, a consumer must incur a switching cost. To explore this, a study was conducted at the Panti Rapih Hospital in Yogyakarta. The analytical method used is descriptive verification, so that the research analysis will produce a description of the research variables, the profile of the respondents, and the proof of the hypothesis. The effect of the moderating variable was processed by Moderation Regression Analysis (MRA). This study found that when the switching cost variable is controlled, there is a very strong influence of satisfaction on patient loyalty. When switching costs are included as an intervening variable, there is a change in the strength of the influence of satisfaction on patient loyalty. The lower the level of switching costs experienced by the patient, the weaker the influence of satisfaction on patient loyalty. Therefore, in order to maintain customer loyalty, this element of switching costs should be paid more attention to.

The Effect of Service Quality on Consumer Loyalty with Consumer Satisfaction as a Moderation Variable at Banyuwangi Kopiteko Shop

“…According to Kotler in Novitasari (2021) said that consumer satisfaction is the level of a person's feelings after comparing the performance of the product he feels with his expectations. In the world of services, two types of consumers are known, namely loyal consumers because they are satisfied with the services they receive and consumers who change services because they hope to find better services, according to (Jones &;Sasser, 1995;Koskela, 2002) in Ismadi (2022). According to Novitasari (2021) in his research, which must always increase Consumer Satisfaction in an effort to create loyal consumers, loyal consumers are those who use or repurchase products/services or the same, only consider the same business and do not seek information about other similar businesses at all.…”