Peran Biaya Beralih dalam Penguatan Pengaruh Kualitas Layanan terhadap Loyalitas Pelanggan [Englsih: Role of Switching Cost in the Effect of Service Quality on Customer Loyality]

This research 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. Sample were 150 Sony Ericsson users in Yogyakarta. Data was analyzed by Moderated Regression Analysis (MRA) and simple regression. Result supported previous research that is service quality directly affect in customer’s satisfaction and trust, but switching cost did not moderate customer’s satisfaction and trust influence to consumer’s loyalty. Switching cost did not affect directly to it. So, this research concluded Sony Ericsson’s customers are loyal due to product and service quality satisfaction given by the company without care about switching cost role. Result suggested 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. Keywords: Service Quality, Loyalty, Satisfaction, Trust, Switching Cost