The Relationships of Customer Satisfaction and Customer Loyalty, an Empirical Study

Haviz, Mohamad , Dra. Sari Winahjoe Siswomihardjo, M.B.A

2007 | Skripsi | S1 Extention - Accounting

This research replicates the research that has been conducted by Hallowell (2003). The researchs purpose is to illustrate the relationships of customer satisfaction and customer loyalty. Different with the former research, customer satisfaction in this research is examined more specific by dividing it into two categories; customer satisfaction on functional service quality and technical service quality. Respondents in this research are customers of Bank Muamalat and, or Bank ABC in Yogyakarta. Data is collected by using personally administered questionnaires from 150 respondents. This research uses multiple regression analysis to analyze the data and to test the hypothesis. The findings of the research support the theory that costumer satisfaction is related to loyalty. In addition, the potency of functional quality and technical quality in delivering satisfaction and loyalty is differed. It varied between a low contact and high contact service. For high contact service such as banking industry, functional quality is more important in driving loyalty beyond satisfaction. Keywords : Functional quality, Technical Quality, Satisfaction, Loyalty

Kata Kunci : Functional quality, Technical Quality, Satisfaction, Loyalty