PENGARUH SWITCHING COSTS TERHADAP INERTIA DAN CALCULATIVE COMMITMENT STUDI PADA NASABAH CIMB NIAGA CABANG ITC FATMAWATI
DOI:
https://doi.org/10.33592/perspektif.v1i2.541Keywords:
Switching Costs, Benefit Lost Costs, Uncertainty Costs, Learning Costs, Sunk Costs, Inertia, Calculative CommitmentAbstract
The purpose of this study is to examine how the mutual influence between Switching Costs is represented by five variables (benefit lost costs, uncertainty costs, evaluation costs, learning costs and Sunk costs) with Inertia and Calculative Commitment. The objective of this research was to analyze whether there is an impact between the Switching Cost on Inertia and Calculative Commitment which were significantly. This paper presents and develops a model that will articulate and classify the behavior of consumers in the purchase of financial products and services. The theoretical insights generated by this model are then used to examine research data obtained from questionnaires with centralized variables and focus on consumer attitudes towards financial service providers and their financial products. The importance of trust is not explicitly recognized but the relationship between trust and risk largely determines the behavior of a customer Aldas-Manzano et al. (2009). The design of this research applied multiple regression, hypothesis testing of validity (T-test and correlation) and hypothesis testing of reliability (Cronbach’s Alpha). Data analysis used in this research was primary data in which the population of this study is CIMB Niaga ITC Fatmawati branch office in South Jakarta. This research was carried out by distributing 200 questionnaires with samples customers who are over three years as a customer and maintain balance actively. The result of this research concluded that there are variables of switching cost that affect are inertia and calculative commitment that is an important driver of behavioral customer. Product innovation competition among actors of financial services to attract new customers must calculate the commitment and customer resistance in the costs and risks that will be generated
References
Arnould, Eric J. and Thompson, Craig J., (2005), “Consumer Culture Theory (CCT): Twenty Years of Researchâ€, Journal of Consumer Research, Vol. 31, No. 4 (March 2005), pp. 868-882
Baron, S., and Harris, K., “Toward an understanding of consumer perspectives on experiences:, (2010), Journal of Services Marketing 24/7 (2010) 518–531
Bozzo, Cecille., (2002), “Understanding Inertia in an Industrial Contextâ€, Journal of Customer Behaviour, 2002, 1, 335-355.
Fajrianthi dan Farrah, (2005), “Strategi Perluasan Merek dan Loyalitas Konsumenâ€, INSAN Vol. 7 No. 3, Desember 2005, Fakultas Psikologi Universitas Airlangga.
Ehrengren, I. and Ho¨rnsten, B,. (2011), “Performance and risk management in strategic cooperationâ€. Journal of Productivity and Performance Management, Vol. 60 Iss 4 pp. 387 – 403.
Gilliland, David I.and Daniel C. Bello, Daniel C., “Two Sides to Attitudinal Commitment: The Effect of Calculative and Loyalty Commitment on Enforcement Mechanisms in Distribution Channelsâ€, Journal of the Academy of the Marketing Sciences, 30 (1), 24-43.
Godkin, L (2010) "The zone of inertia: absorptive capacity and organizational change", Learning Organization, The, Vol. 17 Iss: 3, pp.196 – 207.
Gruen, Thomas W, Osmonbekov, Talai, Czaplewski, (2006), “eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyaltyâ€, Journal of Business Research 59 (2006) 449 – 456.
Heinonen, K, Strandvik, T and Mickelsson, Karl-Jacob (2010), “A customer-dominant logic of serviceâ€, Journal of Service Management, 21 (4), 531-548.
Kumara, V and Shahb, S, (2004), “Building and sustaining profitable customer loyalty for the 21st centuryâ€, Journal of Retailing, 80 (4), 317-329
He, Yanqun & Tse, Siu The role of switching costs on service loyalty: a canonical
correlation analysis Journal of Chinese Entrepreneurship, Vol. 1 Iss 2 pp. 154 – 164.
Heiner, E, Gopalkrishnan R., Iyer, GR, Plassmann, Niessing, Meffert (2006),†The relative strength of affective commitment in securing loyalty in service relationshipsâ€, Journal of Business Research 59 (2006) 1207–1213
Hooland, S.V, Vandooren, F.O and Mendez Rodrıguez, E (2010), "Opportunities and risks for libraries in applying for European Opportunities and risks for libraries in applying for European funding" The Electronic Library Vol. 29 No. 1, pp. 90-104.
Jena, S., Guin, K.K, Dash, S.B., (2011) "Effect of relationship building and constraint-based factors on business buyers’ relationship continuity intention A study on the Indian steel industry", Journal of Indian Business Research, Vol. 3 No. 1, 2011 pp 22-42.
Jones, T., Fox Shirley, F. Taylor and Leandre R. Fabrigar, (2010), “ Service customer commitment and responseâ€, Journal of Services Marketing 24/1 (2010) 16–28
Mitchell, C., Imrie Brian C., (2009) "Consumer tribes: membership, consumption and building loyalty", Asia Pacific Journal of Marketing and Logistics Vol. 23 No. 1, pp. 39-56.
Michael D. Clemes, Christopher Gan and Dongmei Zhang, (2009), “Customer switching behaviour in the Chinese retail banking industryâ€, International Journal of Bank Marketing Vol. 28 No. 7, pp. 519-546
Mohd Kassim, Norizan and Abdulla, Abdel Kader Mohammed Ahmed (2006), “The influence of attraction on internet banking: an extension to the trust-relationship commitment modelâ€, International Journal of Bank Marketing, 24 (6), 424-442
Nusair,K. Hua and Li, Xu, (2010) “A conceptual framework of relationship commitment: e-travel agenciesâ€, Journal of Hospitality and Tourism Technology Vol. 1 No. 2, pp. 106-120.
Yanamandram, V. and White, L.(2010) "Are inertia and calculative commitment distinct constructs? An empirical study in the financial services sector" International Journal of Bank Marketing, Vol. 28 No. 7, 2010 pp. 569-58
Yuan, Lin and Pangarkar, N (2010) "Inertia versus mimicry in location choises by Chinese multinationals", Internasional Marketing Review, Vol. 27 ISS: 3, pp.295 – 315.
Yen, Y.S, (2009), “Can perceived risks affect the relationship of switching costs
and customer loyalty†Internet Research, Vol. 20 No. 2, pp. 210-224.
Valenzuela, F,“ Switching barriers used to retain retail banking customers Some empirical evidence from a South American countryâ€, (2010), Management Research Review Vol. 33 No. 7, pp. 749-766.
Zeelenberg, M.; Pieters, R, (2004) “Beyond valence in customer dissatisfactionâ€, Published in: JBR: Journal of Business Research
Zhao, L.A. and Nicole Koenig-Lewis, (2009), “Adoption of internet banking services in China: is it all about trust?, International Journal of Bank Marketing Vol. 28 No. 1, pp. 7-26
