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Customer Loyalty Measurement Using Burnout and Confidence with Organizational Citizenship Behavior as Antecedent Variables

Author

Listed:
  • Suharto*

    (Faculty Econimics of Universitas Muhammadiyah Metro, Indonesia)

  • Andriyansah

    (Faculty Economics of Universitas Terbuka, Indonesia)

Abstract

This study uses latent variables of burnout, confidence, organizational citizenship behavior and customer loyalty. The data used are primary data and collected using an explanatory survey. The total population is 3,841 customers. Samples taken were 200 respondents. The instrument used is a Likert scale at the Bank Lampung Office. The instrument was tested using validity and reliability. Requirements for analysis using tests of normality, homogeneity, linearity, and significance of regression. Data analysis using Structural Equation Modeling (SEM). The results found that burnout had a direct negative effect on customer loyalty, confidence had a direct positive effect on customer loyalty, burnout had a direct negative effect on organizational citizenship behavior, and organizational citizenship behavior had a direct positive effect on customer loyalty.

Suggested Citation

  • Suharto* & Andriyansah, 2018. "Customer Loyalty Measurement Using Burnout and Confidence with Organizational Citizenship Behavior as Antecedent Variables," The Journal of Social Sciences Research, Academic Research Publishing Group, pages 727-735:5.
    • Handle: RePEc:arp:tjssrr:2018:p:727-735
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    References listed on IDEAS

    as
    1. Magdalena Hofman-Kohlmeyer, 2016. "Customer Loyalty Program As A Tool Of Customer Retention: Literature Review," CBU International Conference Proceedings, ISE Research Institute, vol. 4(0), pages 199-203, September.
    2. Hamed Taherdoost, 2016. "Sampling Methods in Research Methodology; How to Choose a Sampling Technique for Research," Post-Print hal-02546796, HAL.
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