%0 Journal Article
%T Micro-enterprise OwnersĄŻ Loyalty Towards Their Favourite Bank: A Conceptual Framework
%A Jati Kasuma
%J Jurnal Manajemen dan Kewirausahaan
%D 2012
%I Universitas Kristen Petra
%X A loyal customer costs less to retain than acquiring a new customer. Loyal customers stick to the same service provider for a longer time period. Thus, the ultimate aim of the management of any organisation must be to create an emotional bonding with the customerto a level of much more than business considerations, to be able to sustain the loyalty for a long period of time. A number of service providers are available for any organisation for anything it requires, particularly in banking and financial institutions. The choice of the micro-enterprise as banks business client is influenced by a number of factors such as Service Quality, Reputation and Relationship with a brand or an organisation. Apart from that, there are a number of other factors which can affect the choice of a service provider such as factors based on emotional considerations particularly cultural elements. This paper integrates previous research in the field of customer loyalty to present a conceptual framework of micro-enterprises ownersĄŻ loyalty and its underlying drivers. Implication for the future research directions is also presented.
%K micro-enterprises
%K SMEs
%K loyalty
%K ethnicity
%K religiosity
%U http://puslit2.petra.ac.id/ejournal/index.php/man/article/view/18367