Pengaruh Service Quality, Perceived Value dan Switching Barrier terhadap Customer Retention

Abstract

Persaingan di bidang pemasaran smartphone semakin ketat dengan hadirnya banyak merek baru. Penelitian ini bertujuan untuk mengetahui pengaruh customer service quality, customer perceived value, dan switching barrier terhadap customer retention pada pengguna smartphone di Yogyakarta. Customer retention adalah tingkat frekuensi pelanggan untuk melakukan pembelian. Populasi dalam penelitian ini adalah pengguna smartphone Samsung di kota Yogyakarta, dengan metode penentuan sampel adalah purposive sampling. Metode yang digunakan adalah survei melalui instrumen kuesioner, sampel penelitian berjumlah 85 responden yang merupakan pengguna smartphone Samsung di Yogyakarta. Pengujian hipotesis menggunakan analisis regresi linier berganda. Hasil penelitian disimpulkan bahwa customer service quality tidak berpengaruh terhadap customer retention, sedangkan customer perceived value dan switching barrier berpengaruh positif dan signifikan terhadap customer retention. Pengaruh variabel customer service quality, customer perceived value, dan switching barrier terhadap customer retention sebesar 71,2%. Hasil penelitian ini membuktikan bahwa variabel customer retention penting bagi perusahaan agar dapat mempertahankan pelanggan.

The Impact of Artificial Intelligence Banking and Personal Interaction Quality towards Customer Retention with Customer Satisfaction as an Intervening Variable

“…Artificial intelligence is a branch of computer science that aims to develop systems and machines able to perform tasks that require human intelligence. Artificial intelligence works by using algorithms and mathematical models to enable computers and other systems to study data, recognize patterns, and make intelligent decisions (Eriana &;Zein, 2023: 1). Artificial intelligence banking covers a wide range of applications, from chatbots used for services to algorithms used to analyze customer data in real time and provide more personalized and timely services.…”

The Role of Customer Experience, Switching Barriers and Consumer Satisfaction in Improving Repurchase Decisions in Retail SMEs

“…According to (Jones, M. A., & Suh, 2000), switching barriers can be interpreted as all factors that make it difficult or cost customers when switching to other service providers. Research on the relationship between switching barriers and consumer repurchases has been conducted by (Dewi, Nisa, & Farida, 2013), (Umar, Taan, & Kango, 2022), (Saputro, Hufron, & Slamet, 2017), (Ishak & Luthfi, 2011), (Krisna Hadi & Prakosa, 2022) the result of which is that switching barriers have a positive effect on consumer loyalty.…”