Strategi Meningkatkan Loyalitas Melalui Penerapan Switching Cost (Studi Kasus: Produk Kartu seluler AS-Telkomsel Wilayah Tenggarong)

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.