Peran Biaya Beralih Pelanggan dalam Penguatan Pengaruh Kualitas Layanan terhadap Loyalitas Pelanggan

This research is aimed to analyze service quality influence towards customer’s loyalty through satisfaction, quality, and switching cost as moderator variables in using Sony Ericsson cellular phones. Data analysis method is used to conduct hypothesis testing is by Moderated Regression Analysis (MRA) as is used by Aydin and Ozer research (2005) and simple regression. Overall respondents used in this research are 150 Sony Ericsson users in Yogyakarta. This result of research supports previous research that is service quality directly affect in customer’s satisfaction and trust, but in this research switching cost does not moderate customer’s satisfaction and trust influence to consumer’s loyalty and switching cost does not affect directly to it. Conclusion in this research is Sony Ericsson’s customers are loyal due to product and service quality satisfaction given by the company without switching cost role as variable moderator. This is also supported by Manrai and Manrai (1993) in Moutinho and Smith (2000) that costumer’s satisfaction strongly affects to brand-substituting behavior and only complimentary its influence to loyalty. This research result suggests for companies to maintain and improve service quality, customer’s satisfaction and trust in order to be able to grab new customers and maintain existing customers. This research limit can not be used to generalize research result for other brand users due to researcher only surveys Sony Ericsson’s users who are living in Yogyakarta Keywords: Service Quality, Loyalty, Satisfaction, Trust and Switching Cos