THE ANALYSIS OF CUSTOMER VALUE AND SATISFACTION TOWARD SPEEDY CUSTOMER LOYALTY IN PEKANBARU

Abstract

This study aimed to analyze the effect of customer value and customer satisfaction simultaneously and partially towards customer loyalt. The population was Speedy subscribers since 2005-2011, amounting to 15.579 customer. The amound of 100 responden by using purposive samply technique in the city of pekanbaru speedy customer. The independent variabbles of this research are customers value (X1) and customer satisfaction (X2) while the dependent variabble is customer loyalty. Data analysis using quantitatif analysis that is multiple linear regression with SPSS version 17. The results of this research showed that both customer value and customer satisfaction have significant effect towards speedy customer loyalty simultaniously with R2 = 86.7 percent It is indicate 13,3 percent of speedy customer loyalty is effected by the variabbles beyond this research while partially test showed that customer satisfaction has stroger effect toward speedy customer loyalty. It is recommended to PT. Telkom to conduct trainning to enchance product knowledge of it’s personnel murder to deliver excellent service to speedy customer. It is also recommended that company formed.Partnership with a contractor who can provide qualified personel, so that repair maintenance can be done more quickly for speedy loyal customer recommended to be given interisting rewards to create customer retention.