SIKAP RELATIF DAN KOMITMEN JANGKA PANJANG KONSUMEN DALAM MODEL LOYALITAS (Studi Kasus pada PT. Garuda Citilink)

Edwin Japarianto (Fakultas Ekonomi - Universitas Kristen Petra, Surabaya)

Jurnal Manajemen Pemasaran
Vol. 5 No. 1 (2010): APRIL 2010

The main objective of this research is to clarify a impact of relative attitude and long term commitment to consumer loyalty Garuda Citilink, Attitude observed by the dimention of: Personal Experience, Reference Group, Promotion. Commitment observed by the dimention of: Social Benefit, Comfortable benefit and Special Cases benefit and customer loyalty observed by the dimention of: satisfaction and willingness to buy. Using Path Analysis, the result of this research indicates that customer loyalty can be influence by customer commitment.