ANALISIS PENGARUH SERVICEQUALITYTERHADAPCUSTOMER COMMITMENTDAN CUSTOMERLOYALTYPADAPELANGGAN XLDI SURABAYA

Abstract

The rapid development of Telecommunications was marked by the development of the number of customers, the development of technology and services. In terms of customer development, the growth of cellular telephone customers experienced a remarkable increase compared to growth from other industries. The growth rate of cellular phone customers globally reaches 30% per year. XL is the first private company to provide cellular telephone services in Indonesia, and serve millions of customers with various services. This study aims to determine how the effect of service assurance, service reliability, affective commitment and continuance commitment on customer loyalty. The expected benefit of this research is to add to the repertoire of knowledge in the field of management, especially how much influence the customer commitment has on increasing customer loyalty which will ultimately increase the ongoing transactions of XL customers in Surabaya. This research is a causal study. The research method used is a quantitative method by processing data using SPSS. Data collection was carried out by distributing questionnaires to 123 respondents with characteristics of male and female respondents aged 18-60 years, domiciled in Surabaya, buying and using XL cellular operators for the past 1 year, and having experienced problems with XL cellular operators at least in the last 6 months. The results showed that the service assurance variable did not significantly influence affective commitment and continuance commitment with a regression coefficient of 0.070 and 0.077; service reliability variables have a significant effect on affective commitment and continuance commitment with a regression coefficient of 0.228 and 0.440; Affective commitment, continuance commitment, service assurance and service reliability variables have a significant effect on customer loyalty with a regression coefficient of 0.202, 0.258, 0.213, and 0.202