COSTUMER SATISFACTION AND LOYALTY OF CELLULAR PHONE SUBSCRIBERS IN YOGYAKARTA
MISARESTI, AGATHA BINAR (adv.: BM. Purwanto, Dr., MBA), BM. Purwanto, Dr., MBA
Telecommunication industry is growing and simultaneously become a big source of economic growth, especially in cellular phone industry. People become more mobile and some of them may think that a mobile phone is more important even at home than a fix line phone, which usually installed in houses.
This research conducted to examine whether the price setting, the networck coverage, the quality of the signal, the customer service, and the ease of use of the cellular phone provider affect the customer satisfaction; and further examination is whether the customer satisfaction affect the customer loyalty of cellular phone provider.This research conducted in Yogyakarta using questionnaire to collect the data from the respondents.
This research is using various consumer behavior theories, which are: TRA (Theory Reasoned Action), TAM (Technology Acceptance Model), ECT (Expectation Confirmation Theory), Service Quality, Customer Satisfaction, and Customer Loyalty.
The result from this research is all the independent variables mentioned above are positively and significantly affect the customer satisfaction, and also the level of satisfaction of a customer is affecting the level of loyalty of a customer.
Kata Kunci : TRA (Theory Reasoned Action), TAM (Technology Acceptance Model), ECT (Expectation Confirmation Theory), Service Quality, Customer Satisfaction, and Customer Loyalty, consumer behavior.
