Abstract
Marketer convinced that customer loyalty is a valuable asset for the company. But, in today marketplace managing customer loyalty is a daunting task. An understanding about customer loyalty concept is prerequisite for managing customer loyalty. Customer loyalty concept best understood with the composite approach; behavioral and attitudinal approach. Composite approach could make marketer to find out loyalty category andloyalty stages of the customers, loyalty’s antecedent and manage loyalty from that antecedent. Customer satisfaction is an antecedent of customer loyalty. But, some researchers argued that satisfaction and loyalty relationships is not linear. This statement is supported by the fact in the market, satisfied customers still defect, but several dissatisfied customers don’t switch. Therefore, analyzing customer loyalty required holistic view about customer loyalty, loyalty concept alone did not give marketer a comprehensive view in customer loyalty analysis. Marketers and researchers must pay attention to disloyalty.Key words: loyalty, disloyalty, satisfaction
Highlights
Marketer convinced that customer loyalty is a valuable asset for the company
Reichheld dan Sasser (1990) seperti dikutip oleh Bowen dan Chen (2001: 213) menemukan bahwa “...when a company retains just 5 percent more of its customers, profits increase by 25 percent to 125 percent.”
Dowling dan Uncles (1997) seperti yang dikutip oleh Rowley & Dawes (1999: 347) menyatakan “Much of the literature on customer loyalty has looked at brand loyalty.”
Summary
Pentingnya loyalitas pelanggan dalam pemasaran tidak diragukan lagi. Pemasar sangat mengharapkan dapat mempertahankan pelanggannya dalam jangka panjang, bahkan jika mungkin untuk selamanya. Pelanggan yang loyal mempunyai kecenderungan lebih rendah untuk berpindah merek, kurang sensitif terhadap harga, membeli lebih sering dan/atau lebih banyak, menjadi strong word of mouth, menciptakan business referrals (Hallowell, 1996; Mittal dan Lassar, 1998; Bowen dan Chen, 2001; Rowley dan Dawes, 2000). Hal ini berarti tugas pemasar mengelola loyalitas pelanggan menjadi semakin rumit dan kompleks, pemasar juga harus bersiapsiap dengan terjadinya perubahan loyalitas pelanggan (Dharmmesta, 1999; Rowley dan Dawes, 2000). Hal tersebut dibuktikan dengan adanya fakta bahwa pelanggan yang puas pun dapat berpindah merek (Jones & Sasser, 1995). Studi Mittal dan Lassar (1998) juga menemukan fakta yang sama dengan Jones dan Sasser (1995), bahwa kerentanan berpindah merek selalu disebabkan oleh ketidakpuasan, sedangkan kepuasan tidak selalu menjamin pelanggan untuk loyal. Gambaran yang komprehensif tentang loyalitas akan membantu pemasar untuk mengelola loyalitas pelanggan
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