THE FACTORS AFFECTING CUSTOMER SWITCHING BEHAVIOR IN ONLINE TRANSPORTATION INDUSTRY IN BANDUNG
Despite intense competition and growing globalization of online transport services, creating customer loyalty has become a key strategy for most of the online transport industry. According to Beckett et al . ( 2000), in order to be competitive, online transport service providers need to consider t...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/49800 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Despite intense competition and growing globalization of online transport services, creating customer
loyalty has become a key strategy for most of the online transport industry. According to Beckett et al . (
2000), in order to be competitive, online transport service providers need to consider their customers in
order not only to predict, but also to influence online transport switching actions.
This thesis will make a variety of contributions to marketing communication study from a theoretical and
organizational viewpoint by following the research objectives. In the first place, this research would make
a contribution to the marketing literature by investigating an empiric review of several marketing
services. Second , this research would support advertisers and online transport practitioners.
Multiple linear regression analysis would be presented to the analysis. The study found that Price,
Reputation, Service Quality and Effective Advertising have an impact upon this switching behavior of
online customers in Bandung.
Through overall, the results of this research enable marketers and experts to create and introduce
marketing programs to reduce consumer defection levels and, in effect, boost company’s profits |
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