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Maelatusaadah, Lena Marliyana
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Economics, Econometrics & Finance Education

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GAMBARAN SWITCHING COST DAN CUSTOMER SWITCHING BEHAVIOR PADA PELANGGAN MNC PLAY DI BANDUNG Maelatusaadah, Lena Marliyana; Rahayu, Agus; Utama, Dian Herdiana
Journal of Business Management Education (JBME) Vol 3, No 3 (2018)
Publisher : Business Education Program of Universitas Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (414.639 KB) | DOI: 10.17509/jbme.v3i3.14294

Abstract

Purpose - To find out the description of the level of switching cost and customer switching behavior in MNC Play’s customer in Bandung. Design/methodology/approach - The design of this study is cross sectional method. This research uses descriptive approach with cross sectional method. A total of 106 respondents were selected using simple random sampling. A questionnaire was used as a research instrument to collect data from respondents. The analysis technique used is verification  technique and descriptive technique.Findings - The result showed that switching cost is in good enough category, while customer switching behavior is in good enough category.  Originality / value - The differences in this study located on an object research , time research , a measuring instrument , literature that used , the theory that is used and the results of the study
Co-Authors Agus Rahayu Rd. Dian Herdiana Utama, Rd. Dian Herdiana