CUSTOMER RETENTION: SWITCHING COST AND BRAND TRUST PERSPECTIVES

Abstract

Customer retention is analyzed from the perspective of switching cost and brand trust in this study. The sample consisted of 120 respondents who were taken based on purposive sampling were students of Master of Management at Universitas Pendidikan Indonesia (UPI) who used simPATI cellular cards. The data were analyzed using multiple linear regression analysis method. The results show that switching costs and brand trust affect customer retention partially and simultaneously. Several recommendations are described in this article for the perfection of further research.