Pengaruh Nilai Pelanggan dan Kepuasan Pelanggan terhadap Loyalitas Pelanggan: Switching Cost sebagai Variabel Moderasi

Puposes of this study were to analyze the influence of customer value on customer satisfaction, customer value and customer satisfaction on customer loyaltyas well as to analyze switching cost as moderation variable between customer value and customer satisfaction on customer loyalty. To test the empirical models, regression analysis and Cho-test sub-group moderation variable are used. Sample size of this research were 100 IM3 operator user in Purwokerto.The results showed that customer value have positive effect on customer satisfaction, customer value and customer satisfaction have positive effect on customer loyalty, and switching cost are not moderated the relationship between customer value and customer satisfaction to customer loyalty. Keywords: Customer value, customer satisfaction, customer loyalty, and switching cost