Pengaruh ciri-ciri produk kepada kesetiaan pelanggan: Pengalaman pelanggan sebagai faktor penyederhana
List of Authors
  • Mohd Sobhi Ishak , Noraihan Mohamad

Keyword
  • Kesetiaan pelanggan, ciri produk, pengalaman pelanggan, PLS-SEM, PLS-MGA

Abstract
  • Kesetiaan pelanggan adalah penentu kepada kelangsungan sesebuah perniagaan. Kesetiaan membantu premis perniagaan menghadapi persaingan, mengurangkan kos pemasaran serta meningkatkan jualan dan keuntungan. Kajian ini bertujuan mengenal pasti kesan ciri-ciri produk berdasarkan faktor jenama, kualiti dan harga sebagai peramal tidak langsung dalam model kesetiaan pelanggan kepada premis perniagaan. Kajian tinjauan keratan rentas dijalankan terhadap komuniti institusi pendidikan yang membeli produk pengkomputeran di sebuah premis perniagaan komputer. Seramai 295 responden dipilih berdasarkan gabungan teknik persampelan bertujuan dan persampelan rawak bersistematik. Analisis Partial Least Square-Structural Equation Modeling (PLS-SEM) digunakan untuk menguji model hipotesis kesetiaan pelanggan. Hasil analisis menunjukkan jenama, kualiti dan harga produk memberi pengaruh tidak langsung yang signifikan terhadap kesetiaan pelanggan kepada premis perniagaan. Analisis kesan penyederhanaan menggunakan Partial Least Square-Multi Group Analysis (PLS-MGA) mendapati wujud kesan perbezaan yang signifikan antara pelanggan baharu dengan pelanggan berpengalaman dalam hubungan kepercayaan dengan kesetiaan. Manakala hubungan lain tidak menunjukkan kesan perbezaan yang signifikan. Kesimpulannya, jenama, kualiti dan harga produk adalah peramal tidak langsung yang penting kepada kesetiaan pelanggan. Kesan penyederhanaan oleh pengalaman pelanggan hanya wujud dalam hubungan antara kepercayaan dengan kesetiaan pelanggan.

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