Analysis of the Effect of intentions to switch on Customer Satisfaction and Customers Loyalty
Lia Yudar Pratiwi (a), Pieter Sahertian (b), Vinus Maulina (c)

a) Universitas Kanjuruhan Malang
Jl. S. Supriyadi No.48 Malang - Indonesia
lia.yp85[at]gmail.com
b) Universitas Kanjuruhan Malang
Jl. S. Supriyadi No.48 Malang - Indonesia
pietersahertian[at]unikama.ac.id
c) Universitas Kanjuruhan Malang
Jl. S. Supriyadi No.48 Malang - Indonesia
vinusmaulina[at]unikama.ac.id

Abstract

This study aims to analyze the effect of marketing mix, loyalty programs,intentions to switch on customer satisfaction and its implication on customer loyalty of PT. Bank Negara Indonesia 46 Merauke. The sample in this study were 76 customers in the BNI Griya program. Analysis technique uses path analysis. The results showed that the marketing mix, loyalty program and satisfaction were able to increase customer loyalty to the company. On the other hand intentions to switch tends to reduce satisfaction which will ultimately have an impact on decreasing loyalty.

Keywords: Marketing mix, loyalty program, intention to switch, customer satisfaction, customer loyalty

Topic: Course Management