Abstract
The purpose of this research is to retest the relation between customer satisfaction, switching barrier, brand trust toward customer retention due to differences between the results from Ranaweera and Prabhu (2003); Dimyati (2015) and Marasabessy et al. (2014); Ullah et al. (2015). This research employed the sample of millennials who have been using IM3 for at least 6 months (coming from Surakarta with the number of 160 respondents) and were taken by the purposive sampling technique. This research used three variables namely dependent variable, independent variable and intervening variable. The employed research method would be the quantitative method. The employed data analysis tool is SEM AMOS version 21.0. The result of this research indicated that all the direct relations had a significant influence. Customer satisfaction and switching barrier affected the brand trust significantly. Customer satisfaction and switching barrier affected customer retention significantly. It was identified that the indirect relation between brand trust as an intervening variable and the customer satisfaction as well as switching barrier had no impact on customer retention.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
