STRATEGI MENINGKATKAN LOYALITAS MELALUI PENERAPAN SWITCHING COST (Studi Kasus: Produk Kartu seluler AS-Telkomsel Wilayah Tenggarong)

Erwinsyah Erwinsyah

Abstract

In marketing, there is no hesitation that customer loyalty is very essential. Marketers will always try to keep their customers even for all time. Therefore in this study attempted to examine the factors which are impacted on customer loyalty. One of them is the switching cost.

There are several implications which can be suggested that loyalty can be enhanced with a strategy of switching cost that is increasing the cost of switching to enlarge the coverage area, simplify a new number registration, give some additional services, as well as joining with other companies to get other facilities for the customers of Telkomsel AS SIM card.

Keywords : Switching Cost, and Loyalty


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