Jurnal Manajemen, Vol 12, No 2 (2008)

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Franky Slamet


The achievement of customer satisfaction is the primary goal for every company particularly in service industry. Many managers believe that customer satisfaction is the perquisite for achieving customer loyalty but customer satisfaction and customer loyalty are different constructs. In spite of the fact that the relationship between them is strong and positive, customer satisfaction can not always be predicted precisely. It is needed to be prudent to understand the relationship between that variables. The most important thing is that the customer satisfaction is not the only goal. There are also other factors that influence purchasing where satisfaction does not always play a role.


Key Words:

Customer Satisfaction, Customer Loyalty

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