文章基本信息

标题：KONSEP LOYALITAS PELANGGAN: PERSPEKTIF BEHAVIORAL DAN PERSPEKTIF ATTITUDINAL
本地全文：下载
作者：Ramadania
期刊名称：Jurnal Ekonomi Bisnis dan Kewirausahaan (JEBIK)
印刷版ISSN：2087-9954
电子版ISSN：2550-0066
出版年度：2010
卷号：1
期号：1
页码：16-24
DOI：10.26418/jebik.v1i1.327
出版社：Fakultas Ekonomi dan Bisnis, Universitas Tanjungpura
摘要：The aim of this article is to discuss customers loyalty as a complex dimension in consumer behavior theory. Customers 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 consumers actual buying behavior and consumers psychological commitment. Understanding these two perspectives are very important for marketers in devising a competitive marketing strategy.
关键词：Loyalitas pelanggan; Perspektif Behavioral Dan Perspektif Attitudinal