Abstract: Zone-of-tolerance (ZOT) is an innovative concept that attracts attention for research in the field of marketing services lately. The purpose of this research is to examine the effect of customer satisfaction, customer trust and inertia towards customer’s loyalty moderated by ZOT. The sample was taken using purposive sampling method. Total samples were 200 commercial bank customers who have used the services of the bank for at least 12 months. Data analysis tool used is multiple regression analysis with SPSS 15.0. The results obtained are consistent with previous studies, in which the customer with narrow ZOT causing the influence of customer satisfaction and customer trust towards customer loyalty is getting higher, while customers with broad ZOT, causing the influence of inertia towards customer’s loyalty is getting higher either. Future studies are advised to examine the role of ZOT in moderating service quality and commitment as the most widely studied variables that affect customer loyalty, so it can be seen as the most dominant factor that influences customer loyalty. Furthermore, it also advised to examine the indirect effects between variables studied. Keywords: Satisfaction, Inertia, Trust, Customer loyalty, Zone of tolerance.
Oleh :
Sri Vandayuli Riorini
