How Commitment, Satisfaction, and Cost Fluctuations Influence Customer Loyalty

Abstract

Objective – The purpose of this study is to investigate which factors have a stronger influence on final purchase decisions from the perspective of the chemical market. The factors under consideration are customer satisfaction, commitment and cost fluctuations. Methodology/Technique – By understanding the factors that influence purchase decisions, a chemical company or other industrial company can place greater focus on the factors that will improve or enhance customer loyalty. The research design is a conclusive-descriptive and quantitative method. Findings & Novelty – The results of the analysis confirm that customer commitment and satisfaction have a stronger influence on customer loyalty, compared to fluctuating costs. Satisfaction does not have a direct influence on loyalty, except where commitment is used as a mediator. Type of Paper: Empirical Keywords: Satisfaction; Commitment; Switching Cost; Loyalty; B2B Relationship. Reference to this paper should be made as follows: Samudro, A.; Sumarwan, U.; Simanjuntak, M.; Yusuf, E. Z. 2019. How Commitment, Satisfaction, and Cost Fluctuations Influence Customer Loyalty, J. Mgt. Mkt. Review 4 (2): 115 – 125 https://doi.org/10.35609/jmmr.2019.4.2(3) JEL Classification: M10, M12, M19, M30.