Jurnal Ekonomi, Bisnis dan Kewirausahaan (JEBIK)
Vol 1, No 1 (2010): Jurnal Ekonomi, Bisnis dan Kewirausahaan

KONSEP LOYALITAS PELANGGAN: PERSPEKTIF BEHAVIORAL DAN PERSPEKTIF ATTITUDINAL

Ramadania, . (Unknown)



Article Info

Publish Date
04 May 2012

Abstract

ABSTRACT The aim of this article is to discuss customer’s loyalty as a complex dimension in consumer behavior theory. Customer’s loyalty can stimulate brand loyalty  describing a condition in which consumers have postitive attitude toward a brand, have commitment to it, and have intention to continue buying it in the future. Brand loyalty can be analyzed by two perspectives : behavioral persepective and attitudinal persepective. These are reflected in consumer’s actual buying behavior and consumer’s psychological commitment. Understanding these two perspectives are very important for marketers in  devising a competitive marketing strategy. Kata Kunci:  Loyalitas pelanggan, Perspektif Behavioral Dan Perspektif Attitudinal  

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Journal Info

Abbrev

JJ

Publisher

Subject

Economics, Econometrics & Finance

Description

Jurnal Ekonomi, Bisnis dan Kewirausahaan (JEBIK) or Journal of Economics, Business and Entrepreneurship is a national, open access, peer-reviewed academic journal, which is published by Faculty of Economics and Business, Universitas Tanjungpura. As a medium of communication for academics, ...