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DOI 10.35609/jmmr.2019.4.2(3)

Reference to this paper should be made as follows: Samudro, A.; Sumarwan, U.; Simanjuntak, M.; Yusuf, E. Z. (2019). How Commitment, Satisfaction, and Cost Fluctuations Influence Customer Loyalty, J. Mgt. Mkt. Review, 4 (2): 115 – 125 https://doi.org/10.35609/jmmr.2019.4.2(3)

Received: March 5, 2019 | Accepted: June 19, 2019

How Commitment, Satisfaction, and Cost Fluctuations Influence Customer Loyalty
Andreas Samudro, Ujang Sumarwan, Megawati Simanjuntak, Eva Z Yusuf
Graduate School of Management and Business, Bogor Agricultural University, Indonesia
Department of Family and Consumer Science, Graduate School of Management and Business, Bogor Agricultural University, Indonesia Abstract

Objective - The purpose of this study is to investigate which factors have a stronger influence on final purchase decisions from the perspective of the chemical market. The factors under consideration are customer satisfaction, commitment and cost fluctuations.

Methodology/Technique - By understanding the factors that influence purchase decisions, a chemical company or other industrial company can place greater focus on the factors that will improve or enhance customer loyalty. The research design is a conclusive-descriptive and quantitative method.

Findings & Novelty - The results of the analysis confirm that customer commitment and satisfaction have a stronger influence on customer loyalty, compared to fluctuating costs. Satisfaction does not have a direct influence on loyalty, except where commitment is used as a mediator.

Type of Paper - Empirical

Keywords: Satisfaction; Commitment; Switching Cost; Loyalty; B2B Relationship.

JEL Classification: M10, M12, M19, M30.

URI: http://gatrenterprise.com/GATRJournals/JMMR/vol4.2_3.html

DOI: https://doi.org/10.35609/jmmr.2019.4.2(3)

Pages 115-125

Price: USD 25