MEMPREDIKSI LOYALITAS DAN KOMUNIKASI DARI MULUT KE MULUT: STUDI EMPIRIS PADA SUATU PUSAT KEBUGARAN

Abstract

This research examines a cognitive-affective-conative baseline model which proposed by Chiou
et al. (2002). According to the model, perceived service quality (both tangible company-related
and employee-related factors) is modeled antecedent to satisfaction and trust, which in turn are
antecedents to customer loyalty responses (word of mouth and traditional loyalty). The sample
of this research was 233 students. Respondents were collected by using purposive sampling
technique. Structural equation modeling (SEM) was used to analyze the data. The results show
that all research hypoteses were supported. This paper also provides the implications for theoretical
and managerial and offers directions for future research.
Key words: service quality, loyalty, word-of-mouth