客户满意方面的作用、媒体营销传播、效应客户忠诚度外文翻译资料

THE ROLE OF CUSTOMERSATISFACTIONIN

MEDIATINGMARKETING COMMUNICATION

EFFECTONCUSTOMERLOYALTY

Mohamad Dimyati,

Department ofManagement

Faculty ofEconomics,Jember University Jalan Kalimantan.East Java.Indonesia.

ABSTRACT

This study aims to test the effect of a) marketing communication on customer satisfaction: b)marketing communication on customer lovalty:c)customer satisfaction on customer loyalty:and d)to identify the role of customer satisfaction in mediating marketing communication effect on customer loyalty of the IM3 user community in Jember regency. East Java province.The study was designed in a form confirmatory research,with the whole IM3 community members in the regency as the study population. By using random sampling, 100 respondents were taken as the samples. Structural Equation Modeling(SEM)was applied as the data analysis model. The result shows that: a) marketing communication has a significantly positive effect on customer satisfaction;b)marketing communication has a significantly positive effect on customer loyalty;c)customer satisfaction has a significantly positive effect on customer loyalty;and d) customer satisfaction has a very important role in mediating marketing communication effect on customer loyalty of the IM3 user community in Jember regency.

Keywords: marketing communication,customer satisfaction,customer loyalty

INTRODUCTION:

Acompany,in an effort to sell products, needs to establish good communication with its customers through marketing.According to Nickles(in Swasta and Handoko,2000),marketing communication is a seller-buyer communication activity that is significantly influential in the decision making process of marketing.It also creates a satisfying exchange between the seller and the buyer by encouraging both parties to play their roles well during a transaction. The point is that marketing communication is a two-way exchange of information between parties or agencies involved in marketing. The parties involved will listen, react, and speak to create a satisfying relationship exchange. A marketer must understand how the communication takes place.A marketing communication model will answer things related to who sends it, what to say, what communication channel to use, to whom, and what the consequences will cause. In the communication process, a good communicator must be able to deliver the message to the recipient. A communication process model can give an illustration to marketers about how to influence or change the costumersrsquo;attitude through a persuasive communication implementation design.The activity process is intended to get a final response from the audiences in a form of purchases. high satisfaction and a mouth-to-mouth positive story. Marketing communication represents a collection of all brand elements and communications in a marketing mix that facilitates a brand to reach its target (ie.the customers).

Marketing communication has an effect on customer satisfaction(Halimi and Chavosh,2011). The existence of marketing communication will enhance the relationship between customer and company(Morganand Hunt, 1994). Marketing communication maintains the relationship between manufacturers and customers by considering all aspects, including communication aspects concerning the products. the price range, the place, and the promotion manner. A successful communication strategy in marketing will bring success to the companys sales. This happens because of the customersrsquo;being satisfied with the communication activities which have been implemented by the company will eventually create the customersrsquo;loyalty towards the companys products. Customer loyalty on a particular product depends on several factors, namely: the cost potentially spent to switch to other products,the similarity of quality, the quality of the substitute products, the risk of cost changes due to switching to substitute products, the changes in the level of satisfaction derived from the new products compared with the experience from the previous product use, and the good relations with customers(Morgan and Hunt1994).

Marketing communication in a company can be conducted by providing feedback for the customers and persuasively affecting the customers to use or purchase the companys products. This method is considered to be able to give a direct impact to the customers. The communication effects can be cognitive and affective. It is expected to build a certain information consciousness in the customers mind,directly or indirectly. The implementation of marketing communication can also be done by telemarketing or contacting customers with high intensity,which allows a considerable interaction with the customers, evaluating some of the programs that have been carried out, changing marketing strategies,as well as doing market research with a purpose to find out the satisfaction or dissatisfaction expressed by the customers.

All of them lead to one purpose, i.e., to keep the customersrsquo;loyal. Some studies find that customer satisfaction has a significant effect on customer loyalty(Hawkins et al,1995; Fornel et al, 1996; Peltier et al,2002;Dimyati,2014). Xuecheng and Wu(2010) stated that customer satisfaction is related to customer loyaltyThe more satisfaction the customers feel then the stronger loyalty they keep.

CUSTOMER SATISFACTION:

Customer faces such a diverse range of products that can satisfy their certain nceds. They choosc among those products that best fit their expectation. Spreng et al (1996) states that customer satisfaction is a feeling of content that arises when a customer compare his/her perception of the performance of a particular product with his/her expectation. Meanwhile.Kotler and Keller (2006) states that customer satisfaction is ones feeling of happiness or upset as a result of a comparison between the performance of a product and his/her expectation. Customer satisfaction

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