Maulidah, Fardha (2023) Pengaruh Customer Satisfaction, Brand Trust, dan Switching Barriers terhadap Customer Retention pada Pengguna Jasa Transportasi Online Grab di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Many companies have emerged that operate in similar fields, divide the market into specific sections. This makes increasingly tight competition between each company in fighting for share market and retain customers. Based on this thinking, it is necessary there is a strategy for the company to retain existing customers (customer retention) through several factors such as customer satisfaction, brand trust, and switching barriers. The research method used is a quantitative research method. The sample in this study consisted of 120 respondents who were users Grab online transportation service in the city of Surabaya. Techniques used in determining the sample, namely non-probability sampling using the purposive method sampling. Data was obtained by distributing questionnaires online via google forms. The data analysis method uses Structural Equation Modeling (SEM) via Partial Least Square (PLS). The results of the analysis of the discussion in this research can be concluded that The variables Customer Satisfaction, Brand Trust and Switching Barriers have an influence on Customer Retention for users of Grab online transportation services in the City Surabaya.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economics H Social Sciences > HE Transportation and Communications H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Fardha Maulidah | ||||||||
| Date Deposited: | 23 Oct 2023 03:57 | ||||||||
| Last Modified: | 23 Oct 2023 03:57 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/18452 |
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