Pengaruh Edukasi Pelanggan pada Loyalitas Pelanggan melalui Kualitas Jasa
DOI:
https://doi.org/10.26740/jim.v9n1.p346-354Keywords:
customer education, customer loyalty, functional service quality, service quality technical, service qualityAbstract
When customers actively participate in value creation, companies develop capabilities to understand customer needs. It shows that companies and customers play an active role in creating value. Some experts suggest that the inculcation of value is essential in the co-creation process between companies and customers and that customers change from passive listeners to active players. So the value creation process must focus on developing processes to support customer learning. Customers must learn relevant skills and behaviours in the purchase, production, and use of goods or services to participate and contribute to creating value effectively. Educating customers and ensuring customer knowledge of a service is the primary determinant of service quality and customer loyalty. This study uses Path Analysis to examines customer education's effect on customer loyalty through service quality. The result shows that customer education affects customer loyalty directly or indirectly through service quality. This study's findings indicate that customer education is an essential concept in achieving competitive advantage. Customer education is understood as active customer participation to improve excellent serviceReferences
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Behera, J. P. (2018). Impact of Service Quality on Customer Loyalty in Indian Banking Sector in Odisha. International Journal for Research in Engineering Application & Management, 04(02), 320327.
Bell, S. J. & Eisingerich, B. (2007). The Paradox of Customer Education: Customer Expertise and Loyalty in the Financial Services Industry. European Journal of Marketing, 41(5/6), 466486.
Bonfanti, A., & Brunetti, F. (2015). Effects of customer education in terms of customer perceived value: The role of customer evaluation skills. Sinergie Italian Journal of Management, 33(97), 219-238.
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Day, G.S. (1969). A two-dimensional concept of brand loyalty. Journal of AdvertisingResearch, 9(3), 29-36.
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McNeal, J.U. (1978). Consumer education as a competitive strategy. Business Horizons, 21(1), 5056.
Morgan, R. M. & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(July 1994), 2038.
Noel, J. L., Ulrich, D., & Mercer, S. R. (1990). Customer Education: A New Frontier for Human Resource Development. Human Resource Management, 29(4), 411434.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), 1240.
Payne, A., Storbacka, K., Frow, P., & Knox, S. (2009). Co-Creating Brands: Diagnosing and Designing the Relationship Experience. Journal of Business Research, 62(3), 379389.
Petruzzellis, L., DUggento, A. M., & Romanazzi, S. (2006). Student Satisfaction and Quality of Service in Italian Universities. Managing Service Quality, 16(4), 349364.
Sharma, N. & Patterson, P. G. (1999). The Impact of Communication Effectiveness and Service Quality on Relationship Commitment in Consumer, Professional Services. The Journal of Services Marketing, 13(2), 151170.
Solem, B. A. A. (2016). Influences of Customer Participation and Customer Brand Engagement on Brand Loyalty. Journal of Consumer Marketing, 33(5), 332342.
Suh, M., Greene, H., Israivol, B., & Rho, T. (2015). The Impact of Customer Education on Customer Loyalty Through Service Quality. Services Marketing Quarterly, 36(3), 261280.
Tjahyadi, R. A. (2009). Pengujian Komitmen Multidimensional Allen dan Meyer dalam Konteks Pemasaran Jasa. Integritas:Jurnal Manajemen Bisnis, 2(3), 195219.
Vargo, S. L. & Lusch, R. F. (2008). Service-Dominant Logic: Continuing the Evolution. Journal of the Academy of Marketing Science, 36(1), 110.
Xue, M. & Harker, P. T. (2002). Customer Efficiency: Concept and Its Impact on E-Business Management. Journal of Service Research, 4(4), 253267.
Balabanis, G., Reynolds, N., & Simintiras, A. (2006). Bases of E-Store Loyalty: Perceived Switching Barriers and Satisfaction. Journal of Business Research, 59(2), 214224.
Behera, J. P. (2018). Impact of Service Quality on Customer Loyalty in Indian Banking Sector in Odisha. International Journal for Research in Engineering Application & Management, 04(02), 320327.
Bell, S. J. & Eisingerich, B. (2007). The Paradox of Customer Education: Customer Expertise and Loyalty in the Financial Services Industry. European Journal of Marketing, 41(5/6), 466486.
Bonfanti, A., & Brunetti, F. (2015). Effects of customer education in terms of customer perceived value: The role of customer evaluation skills. Sinergie Italian Journal of Management, 33(97), 219-238.
Burton, D. (2002). Consumer Education and Service Quality: Conceptual Issues and Practical Implications. Journal of Services Marketing, 16(2), 125142.
Day, G.S. (1969). A two-dimensional concept of brand loyalty. Journal of AdvertisingResearch, 9(3), 29-36.
Dick, A. & Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22(2), 99113.
Farhadyar, A. & Hosseini, H. K. (2018). Investigating the Effect of Customer Education on Customer Satisfaction of Nano Foods in Iran. Revista Publicando, 5(17), 338356.
Ghozali, I. (2013). Aplikasi Analisis Multivariate dengan Program IBM SPSS 21: Update PLS Regresi. Badan Penerbit Universitas Diponegoro, Semarang.
Grönroos, C. (1984). A Service Quality Model and Its Marketing Implications. European Journal of Marketing, 18(4), 3644.
Heskett, J. L., Sasser, W. E., Jr., & Hart, C. W. (1990). Service breakthroughs. New York: Free Press.
Ivanauskiené, N. & Volungénaité, J. (2014). Relations between Service Quality and Customer Loyalty¯: An Empirical Investigation of Retail Chain Stores in Emerging Markets. American International Journal of Social Science, 3(2), 113120.
Kang, G. (2006). The Hierarchical Structure of Service Quality: Integration of Technical and Functional Quality. Managing Service Quality, 16(1), 3750.
Khosravi, A. & Hussin, A. (2016). Customer Knowledge Management: Development Stages and Challenges. Journal of Theoretical and Applied Information Technology, 91(2), 264274.
Kuswoyo, C. & Tjahyadi, R. A. (2017). Dimensi-Dimensi Kualitas Layanan: Pengujian Model Kualitas Layanan Dari Perspektif Europa. Jurnal Manajemen Maranatha, 17(1), 7180.
Lehtinen, U., & Lehtinen, J. R. (1991). Two Approaches to Service Quality Dimensions. The Service Industries Journal, 11(3), 287303.
McNeal, J.U. (1978). Consumer education as a competitive strategy. Business Horizons, 21(1), 5056.
Morgan, R. M. & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(July 1994), 2038.
Noel, J. L., Ulrich, D., & Mercer, S. R. (1990). Customer Education: A New Frontier for Human Resource Development. Human Resource Management, 29(4), 411434.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), 1240.
Payne, A., Storbacka, K., Frow, P., & Knox, S. (2009). Co-Creating Brands: Diagnosing and Designing the Relationship Experience. Journal of Business Research, 62(3), 379389.
Petruzzellis, L., DUggento, A. M., & Romanazzi, S. (2006). Student Satisfaction and Quality of Service in Italian Universities. Managing Service Quality, 16(4), 349364.
Sharma, N. & Patterson, P. G. (1999). The Impact of Communication Effectiveness and Service Quality on Relationship Commitment in Consumer, Professional Services. The Journal of Services Marketing, 13(2), 151170.
Solem, B. A. A. (2016). Influences of Customer Participation and Customer Brand Engagement on Brand Loyalty. Journal of Consumer Marketing, 33(5), 332342.
Suh, M., Greene, H., Israivol, B., & Rho, T. (2015). The Impact of Customer Education on Customer Loyalty Through Service Quality. Services Marketing Quarterly, 36(3), 261280.
Tjahyadi, R. A. (2009). Pengujian Komitmen Multidimensional Allen dan Meyer dalam Konteks Pemasaran Jasa. Integritas:Jurnal Manajemen Bisnis, 2(3), 195219.
Vargo, S. L. & Lusch, R. F. (2008). Service-Dominant Logic: Continuing the Evolution. Journal of the Academy of Marketing Science, 36(1), 110.
Xue, M. & Harker, P. T. (2002). Customer Efficiency: Concept and Its Impact on E-Business Management. Journal of Service Research, 4(4), 253267.
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Published
2021-03-31
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Tjahyadi, R. A., Kuswoyo, C., Lu, C., & Irianto, W. (2021). Pengaruh Edukasi Pelanggan pada Loyalitas Pelanggan melalui Kualitas Jasa. Jurnal Ilmu Manajemen, 9(1), 346–354. https://doi.org/10.26740/jim.v9n1.p346-354
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