ABSTRACT
Frista Dearetha Marasabessy, 2014; Factors Affecting Customer Retention Mobile Operator Service in Jakarta: Comparative Study Between IM3 and simPATI. Thesis, Jakarta: Marketing Management, Management, Faculty of Ecomonomics, State University of Jakarta. Advisory: Dr. Mohamad Rizan, SE, MM & Usep Suhud, Ph.D
The purpose of this study is to find and compare the factors that affect customer retention and perform testing on perceived tariff, perceived service quality, switching barriers on customer satisfaction and customer retention. Methods of data collection using the survey method. The population in this study were students who use the card IM3 and simPATI more than one year. The total sample was 407 people. The analytical tool used was SPSS 21 and AMOS 22. Results of this study indicate that in general the determinant factors influencing customer retention is perceived tariff, customer satisfaction and perceived service quality. In IM3 model, perceived tariff on customer retention as well as perceived service quality on customer satisfaction has a positive effect and stronger than in the simPATI model. IM3 fit model with a value of P 0.95, CMIN/DF of 0.79, TLI at 1.03, CFI at 1.00, and RMSEA at 0.00. In simPATI model, perceived tariff on customer satisfaction as well as customer satisfaction on customer retention has a positive effect and stronger than in the model IM3. simPATI fit model value with P at 0.35, CMIN/DF at 1.05, TLI of 0.99, CFI of 0.99, and RMSEA at 0.02. In both models, switching barriers do not affect customer retention. The results of this study useful for the business sector mobile operators, to make a better strategy in retaining customers.
Keywords: customer retention, customer satisfaction, perceived tariff, perceived service quality, switching barriers, structural equation model
