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

Rizky Putra () and Winda Ardiani

Academic Journal of Economic Studies, 2018, vol. 4, issue 3, 87-95

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.

Keywords: Communication process; consumer satisfaction; consumer retention (search for similar items in EconPapers)
JEL-codes: D83 H42 M31 (search for similar items in EconPapers)
Date: 2018
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