Determinants Of Corporate Customer Loyalty Through Satisfaction And Switching Barriers (Research On PLN Icon Plus)
DOI:
https://doi.org/10.64252/ca3wyr36Keywords:
Customer Satisfaction, Switching Barriers, Customer Loyalty.Abstract
This research aims to determine the influence factors of Customer Satisfaction and Switching Barriers on Customer Loyalty in PLN Icon Plus corporate customers. This research involved 377 respondents who are active PLN Icon Plus customers from various industrial sectors. To analyze the relationships among the research variables, the study employed the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach. The findings revealed that Customer Satisfaction positively and significantly influences Customer Loyalty, as satisfaction fosters loyalty through attitudes, behaviors, and rational beliefs. Additionally, Switching Barriers play a crucial role in retaining customers by introducing financial, emotional, and uncertainty-related obstacles, which lower the chances of customers switching to alternative providers. The research's conclusion is that switching obstacles and customer satisfaction together have a stronger effect on customer loyalty, demonstrating the value of putting in place an integrated strategy to boost customer satisfaction while morally fortifying switching barriers. By understanding customer needs, improving service quality, and offering attractive loyalty programs, companies can create sustainable customer loyalty. This research recommends further exploration of variables such as trust and brand image and conducting research in other industry sectors to better understand customer loyalty patterns. This research is limited to existing PLN Icon Plus customers and existing services rented by customers.