CD Tesis

Peran Mediasi Kepuasan Dalam Meningkatkan Pengaruh Kualitas Pelayanan Dan Kepercayaan Terhadap Retensi Pelanggan Kartu Halo Corporate Di Kota Pekanbaru

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IRIANATA KARISMA, NIM. 1310247258. Mediating Role of Satisfaction on Enhancing the Effect of Service Quality and Trust to Customer Retention of HALO Corporate in Pekanbaru. Under supervision Samsir and Sri Restuti.
This research held on HALO Corporate customers in Pekanbaru. This research held in order to analyze the direct and indirect impact of service quality and trust towards customer retention through customer satisfaction.
Population are consist of 2.362 HALO Corporate customer in Pekanbaru. Number of samples determined based on Gay’s recommendation which is 10% of population, so that the sample number becomes 236 respondents. Service quality and trust are used as exogenous variable, while customer satisfaction and retention used as endogenous variable. Data analyzed by using descriptive and Structural Equation Modeling (SEM) and assisted by AMOS 22.
Statistical test shows that both service quality and trust have positive and significant influence to customer satisfaction. Directly, merely service quality influences customer retention significantly, while trust shows no significant effect. Customer satisfaction mediates the effect of service quality and trust on customer retention.
It is recommended to campaign the positif personal benefits through testimony publication in order to enhance the retention. Progressive tariff discount implementation is recommended to enhance customer satisfaction. To improve the service quality is recommended to implement a riil time usage quota by online. Meanwhile, to strengthen customer trust is recommended to provide complete and routinely information for existing customers.
Keywords: Service Quality, Trust, Satisfaction and Customer Retention

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

10 12 .116 (0015)

Penerbit

Pekanbaru : Universitas Riau - Pasca Manajemen Pemasaran., 2016

Deskripsi Fisik

xi, 133 hlm,;ill 29 cm

Bahasa

ISBN/ISSN

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Klasifikasi

10 12 .116 (0015)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN PEMASARAN

Info Detail Spesifik

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Pernyataan Tanggungjawab

lubis

Versi lain/terkait

Lampiran Berkas

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