Relationship Marketing Factor, Customer Value, Moderating Role of Demanding Customer and Swicthing Behavior

Purwanto, Purwanto (2015) Relationship Marketing Factor, Customer Value, Moderating Role of Demanding Customer and Swicthing Behavior. In: International conference on Entrepreneurship, Business and Social Science, 13-14 August 2015, Yogjakarta.

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Abstract

The paper attempts to analyze the influence of relationship marketing factors, customer value, customer loyalty and Moderating role of demanding customer in the three customer groups (stayers, dissatisfied switchers, and satisfied switchers) in the banking industry in Indonesia. Data obtained from a sample of 650 customers banking. Statistical analysis was conducted using SEM with AMOS 18 programs and MRA with SPSS. Researchers found some results between them. First, for stayers, three types of content (economic content, resource content, and social content) improve the use value and the symbolic value of the customer, so that can affect customer loyalty and demanding customer role can strengthen the effect of utilitarian value and hedonic value on loyalty. Second, for dissatisfied switchers, only resource content are significantly affected customers use value, which can significantly increase customer loyalty and demanding customer role can weaken the effect of utilitarian value and hedonic value on loyalty. Third, to satisfied switchers, social content significantly affects the hedonic value, while the resource content significantly affect the use value and the role of demanding customers can moderated the effect of utilitarian value and hedonic value on loyalty. Keywords: Relationship marketing Factor, utilitarian value, hedonic value, demanding customer and Loyalty

Item Type:	Conference or Workshop Item (Paper)
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Dr. PURWANTO PUR
Date Deposited:	23 Aug 2018 07:12
Last Modified:	23 Aug 2018 07:40
URI:	http://repository.unipra.ac.id/id/eprint/23

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