44
c. Conative Loyalty Hennig-Thurau et al., and Janda et al. 2002 define conative loyalty as
the development of behavioral intention to continue to buy the brand or the site. This loyalty state is characterized by a deeper level of
commitment or purchase intentions of the customers. Commitment to the brand indicates tendency to maintain relation with a brand.
Consumer commitment to the brand has been identified important in marketing Ahluwalia, Rohini, 2000; Kotler Philip et al., 2009.
Intention to repurchase can be measured by asking consumers about their future intentions to repurchase a given product or service.
Consumers must have the intention to buy the focal brand, other brands are not carried out when the buying decision. The condition is
that there is a tendency on the customer to perform certain actions. d. Action Loyalty
Oliver 1999 in Lovelock and Wirtz 2004:352 states that action or behavioral loyalty is the stage where behavioral intentions get
converted into actions. Behavioral loyalty has been considered as repeat purchases frequency or proportion of purchase and likelihood to
recommend.
E. THE PREVIOUS RESEARCH
Research conducted by Mohammad Muzahid Akbar and Noorjahan
Parvez 2009 with the tittle “Impact of Service Quality, Trust and
45
Customer Satisfaction on Customer Loyalty Case Study on customers of a major private telecommunication company of Bangladesh
”. This
research has proposed to investigate the effects of customers‘ perceived service quality, trust, and customer satisfaction on customer loyalty. Sample
in this research are 304 subscribescustomers of a major private
telecommunication company of Bangladesh. To analyze data that was
collected, researcher uses confirmatory factor analysis and structural equation modeling. Amos 5.0 has been used to perform these analyses. The model of
this research has been met the criteria of Goodness of Fit Index with NFI, GFI, and CFI 0.980, 0.987, and 0.987 to 0.998, 0.999, and 1.00
respectively; RMSEA 0.076 to 0.035; DF 2.83 to 1.396. The results of this research show that service quality has significant influence to customer
loyalty. Trust in brand has significant influence to customer loyalty. Customer satisfaction has significant influence to customer loyalty.
Research conducted by I Wayan Nusantara 2011 with the tittle
“The Influence of Customer Value to Customer Satisfaction, Customer
Loyalty and Performance of Customer Relationship Management A Study of Halo Corporate PT. Telkomsel Bali
” This research has three
objectives. First, identify the influence of customer value on customer satisfaction, customer loyalty and performance of customer relationship
management CRM of Halo corporate PT. Telkomsel Bali. Second, identify the influence of customer satisfaction on customer loyalty and performance
of customer relationship management CRM of Halo corporate PT.
46
TELKOMSEL BALI. Third, identify the influence of customer loyalty on performance of customer relationship management CRM of Halo corporate
PT. Telkomsel Bali. The samples of this research are 162 customers of Halo Corporate Bali obtained by purposive sampling method. The data was
analyzed use Structural Equation Modeling SEM method computed by program of AMOS 16.0 version. The model of this research has been met the
criteria of Goodness of Fit Index with Chi Square 331.83, Probability P 0.23, CMINDF 1.06, TLI 0.99, RMSEA 0.02 and AFGI 0.85. The research
shows that customer value has significant influence to customer satisfaction, customer loyalty, and performance of CRM Halo corporate of PT. Telkomsel
Bali. Second, customer satisfaction has significant influence to customer loyalty and performance of CRM Halo corporate PT. TELKOMSEL Bali.
Third, customer loyalty has significant influence to performance of CRM Halo corporate PT. Telkomsel Bali.
Research conducted by Ropinov Saputro 2010 with the tittle
“The Influence of Product Quality, Service Quality and Customer Trust
toward Customer Loyalty Case Study on PT. Nusantara Sakti Demak
. This research aims to determine the influence of product quality, service
quality and customer trust on customer loyalty. This research was conducted at PT. Nusantara Sakti Demak in Demak. Data collecting method which have
been used in this research are questionnaires filled out by the respondents who are consumers of PT. Nusantara Sakti Demak that have bought
motorcycles at least twice. The samples in this research are 100 respondents
47
that were choosen using purposive sampling method. This research used analysis of index numbers, validity test, reliability test, the classical
assumption test, multiple linear regression analysis and hypothesis test including T test, F test, and the coefficient of determination analysis R².
Results used linear regression analysis showed that product quality variable has significant influence to customer loyalty. Second, the variable service
quality has significant influence to customer loyalty. Third, Customer trust has significant influence to customer loyalty. Results of analysis used t test
can be known product quality, service quality and customer trust has a positive and significantly impact on customer loyalty. The analysis used the
coefficient of determination found that 52.0 customer loyalty variable can be explained by the variation of the product quality, service quality and
customer trust variable
F. CONCEPTUAL FRAMEWORK
