Abstrack - This study aims to determine the role of demographic characteristics and variety seeking as moderation on the relationship between customer satisfaction, customer loyalty and intention to switch. The approach used is the method of survey of 104 customers of Telkomsel in Makassar. The results show that an increase in customer satisfaction directly are not able to lower the switching intention of the customer, but the customer loyalty mediated hence increase customer satisfaction is able to lower the switching intention. Demographic characteristics particularly evident strengthen customer income effect of customer satisfaction on customer loyalty and increase impact on the decline in switching intentions. The findings of this study prove that high-income customers more loyal than the low-income customers.
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Keywords : Customer Satisfaction, Customer Loyalty, Switching Intention, Variety Seeking, Demographic Characteristics,
Yusuf, Program Doctoral of Management Science Postgraduate, Faculty of Economic and Business, University of Brawijaya, Malang, 2014.
Promotors : Moeljadi, Fatchur Rohman dan Mintarti Rahayu
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