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Effect of Communication Process on Customer Satisfaction in Improving Customer's Retention

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  • Rizky Putra
  • Winda Ardiani

Abstract

This study aims to analyze the communication process, consumer satisfaction that led to increased consumer retention. The method used in this research is survey approach. This type of research is descriptive quantitative. The method of analysis used is path analysis, with 3 (three) hypotheses tested. The results of the research on the first hypothesis, can be seen that simultaneously the communication process significant effect on customer satisfaction. For the second hypothesis, based on partial test known that the communication process significant effect on consumer retention. For the third hypothesis, based on partial test, it is known that communication process and consumer satisfaction have a significant effect on consumer retention, the communication process variables that are most influential in increasing consumer retention.

Suggested Citation

  • Rizky Putra & Winda Ardiani, 2018. "Effect of Communication Process on Customer Satisfaction in Improving Customer's Retention," Academic Journal of Economic Studies, Faculty of Finance, Banking and Accountancy Bucharest,"Dimitrie Cantemir" Christian University Bucharest, vol. 4(3), pages 87-95, September.
    • Handle: RePEc:khe:scajes:v:4:y:2018:i:3:p:87-95
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    References listed on IDEAS

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    More about this item

    Keywords

    Communication process; consumer satisfaction; consumer retention;
    All these keywords.

    JEL classification:

    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • H42 - Public Economics - - Publicly Provided Goods - - - Publicly Provided Private Goods
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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