Effect of Communication Process on Customer Satisfaction in Improving Customer's Retention
Journal Title: Academic Journal of Economic Studies - Year 2018, Vol 4, Issue 3
Abstract
This study aims to analyze the communication process, consumer satisfaction that led to increased consumer retention. The method used in this research is survey approach. This type of research is descriptive quantitative. The method of analysis used is path analysis, with 3 (three) hypotheses tested. The results of the research on the first hypothesis, can be seen that simultaneously the communication process significant effect on customer satisfaction. For the second hypothesis, based on partial test known that the communication process significant effect on consumer retention. For the third hypothesis, based on partial test, it is known that communication process and consumer satisfaction have a significant effect on consumer retention, the communication process variables that are most influential in increasing consumer retention.
Authors and Affiliations
Rizky Putra, Winda Ardiani
Keywords
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