摘要：AbstractThe phenomenon of declining in customer satisfaction and loyalty becomes the major concern of the service firms because the two factors determine the performance of the firms. Furthermore, factors that simultaneously influence customer satisfaction and loyalty are the customer perception on service quality, the mooring factors and the relationship quality. To analyze the relationship amongst factors that influence the customer satisfaction and loyalty, this research set some measurement on each factor/variable. The customer perception on service quality is measured by dimensions of call quality, price structure, mobile devices, value added services, convenience in procedure, and customer support. The mooring factors are measured by attitude, social influence, switching cost, prior switching behaviour, and variety seeking. The relationship quality is measured by dimensions of trust, familiarity and partnering. Customer satisfaction is measured by dimensions of price, functional, technical, and emotional. The last, the customer loyalty is measured by the dimension of cognitive loyalty, affective loyalty, conative loyalty and action loyalty. To measure all the constructs and indicators, this research distributes questioners to 370 students who subscribe cellular operator service at eight universities in Bandung. The method of data analysis of this research is Structural Equation Modeling (SEM). The research result proved that the customer perception on service quality and relationship quality have positive correlation with mooring factors. Then, the perception on service quality has positive direct influence customer satisfaction. On the other hand, mooring factors and relationship quality does not have direct influence customer satisfaction. However, mooring factors is proven to be moderating variable of service quality and relationship quality to customer satisfaction and has positive relationship. Moreover, the customer perception on service quality, relationship quality, and customer satisfaction has positive direct influence the customer loyalty.
关键词：Perceived Service Quality;Mooring Factor;Relationship Quality;Customer Satisfaction;Loyalty
