switching barrier SWA sembada “saatnya mencermati loyalitas pelanggan”, 2005: 27.
Thus method could be concluding is condition of customer will evaluate services attribute that could buy and customer will be satisfied. Next satisfaction
could decide loyalty or customer desire to do transaction continually, www.Suaramerdeka.com.
The loyal customer don’t need to think more in save money in BNI, because by learning process and experience, the customer found that fulfill
customer willingness. And loyalty is commitment of customer for the BNI, and the customer will consistent with these commitments.
J. Relationship between Customer Satisfaction and Customer Loyalty
Customer satisfaction is an important issue for marketing managers, particularly those in services industries. However, it appears that achieving
customer satisfaction is often the end goal, as evidenced by the emphasis on customer satisfaction surveys. This paper proposes that this focus is due to the
assumption that satisfied customers are loyal customers and thus high levels of satisfaction will lead to increased sales.
The relationship between satisfaction and loyalty in many instances is moderated by other factors. That is the strength of the relationship can be lower or
higher given the influence of other variables. The identification and testing of moderator variables builds on the assumption that satisfaction and loyalty are
related yet distinct constructs.
It appears that customer satisfaction is not necessary for repeat loyalty. In fact, 70 percent of the customers of these banks are attitudinally loyal: they intend
to repurchase from their current bank despite being dissatisfied. These examples suggest the nature of the relationship between satisfaction and loyalty is complex.
Yet marketing literature suggests that it is quite simple: satisfaction leads to attitudinal loyalty Lovelock et al. 2001.
As a result of this assumption, customer satisfaction is often used as a proxy for loyalty and other outcomes. The authors empirically demonstrate that
satisfaction is not the same as attitudinal loyalty and that there are instances where satisfaction does not result in loyalty. A business sample was selected due to the
relevance of satisfaction and attitudes in settings of high risk where a high level of decision making is involved. A sample of 267 businesses was surveyed on their
satisfaction and attitudinal loyalty levels towards an advertising service. The results indicate that satisfaction and loyalty in a business services
setting are different constructs, and that, while the relationship is positive, high levels of satisfaction do not always yield high levels of loyalty.
The objective of customer satisfaction measurements should be customer loyalty, high customer satisfaction will result in increasing loyalty for the firm and
that the customers will be less prone to overtures from competition, however the ability of customer satisfaction scores to predict such loyalty has not been
adequately demonstrated. The most frequently mentioned outcome of the marketing process is a
satisfied customer, with many definitions of marketing incorporating this
important marketing concept. Marketing leads to outcomes other than satisfaction, including awareness, image perceptions and loyalty. There are also other factors
that influence purchasing where satisfaction does not always play a role, lack of perceived differentiated competitors, such as in the banking industry. Thus,
satisfaction should not be the only goal for marketing practitioners. Customer loyalty is determined to a large extent by customer satisfaction,
Customer satisfaction index study find a positive connection between customer satisfactions and stock market return also offer some evidence of the linkage
between customer satisfaction and loyalty. True loyalty requires commitment to brands, holding a favorable relative
attitude towards brands is indicative of manifest satisfaction and commitment towards brands, this commitment will interpret into a desire to buy brands,
recommending the brands to others, and loyalty. Customer loyalty is happen by learning process, where the customer
realize, choose, and evaluate the service company and bank that can fulfill the expectation and give the satisfaction of customer. Coyne 1989 states,” there are
two critical thresholds affecting the connection between satisfaction and loyalty, on high side, when satisfaction reaches a certain level, loyalty increases
dramatically”. Customer satisfaction and customer loyalty measures are very helpful in
keeping customer service. The customer perspective obtained from satisfaction and loyalty surveys help the bank or organization to priorities those activities
which will deliver the greatest competitive advantage in terms of customer satisfaction, ensuring the company makes best use of scarce resource.
Customer satisfaction and customer loyalty surveys are important in ensuring that the voice of the customer is heard at the highest level within an
organization and that business plans are prepared with the customer’s needs in mind.
While satisfaction itself is an emotional construct, its antecedents or drivers can be either emotional or cognitive, depending on the situation. Oliver
1989 proposed five models of satisfaction and its antecedents, three of which result from disconfirmation of expectations and can be labeled evaluative-based
satisfaction. The remaining two depict satisfaction as an outcome of non-rational
processes that can be labeled Emotion-driven. Patterson et al 1997 summarized previous research and indicated that satisfaction does not always have
disconfirmation antecedents. It is the purpose of this paper to demonstrate that satisfaction is not a proxy for loyalty.
The literature assumes that satisfaction and loyalty are related, but does not always present empirical evidence for divergence. The relationship between
satisfaction and loyalty is moderated by key psychological and situational variables, and the method used to examine the relationships can influence the
results. This paper focuses on the first theme, the empirical establishment of divergence in the constructs in a business service setting. Further research is
needed to investigate the other two issues, and this is detailed in the final section of this paper.
These issues lead to the identification of three key gaps, which this research aims at filling. First, there is a lack of empirical evidence for discriminate
validity for satisfaction and attitudinal loyalty. Second, few studies on satisfaction and loyalty have been conducted in a business-to-business services setting.
Finally, insufficient attention is paid to reporting measurement or constructs validity when examining the relationship between satisfaction and loyalty.
Dick and Basu 1994 suggest that “low relative attitude with low repeat purchase connotes absence of loyalty, while low relative attitude with high repeat
purchase indicates spurious loyalty. Satisfaction is thus viewed as an antecedent of relative attitude”. “However, the ability of customer satisfaction scores to
predict such loyalty has not been adequately demonstrated” Higgins 1997.
K. Consideration framework
