The Influences Of Customer Satisfaction On Word Of Mouth Communication: A Study Of The Roles Of Individual Locus Of Control On The Purchasing Of The Shopping Product In Kodya Jogjakarta

Abstract

Sujarwo, Anton (2007) "The influences of customer satisfaction on word of mouth communication: a study of the roles of individual locus of control on the purchasing of the shopping product in kodya Jogjakarta" Yogyakarta: Management Department, International Program Faculty of Economics, Universitas Islam Indonesia. Satisfaction is the consumer's response to the evaluation of the perceived discrepancy between prior expectations (or some norm of performance) and the actual performance of the product as perceived after its consumption. Satisfaction is indeed an important driver of customer retention, becomes the fundamental determinant of long term customer behavior that will actually lead to positive word of mouth communication. Word of mouth (WOM) is communication about products and services between people who are perceived to be independent of the company providing the product or service, in a medium perceived to be independent ofthe company. The assumption is that consumer who satisfied with the product or service will not directly involve in the word of mouth communication with other people, but depend on the individual locus of control those people hold. . . This Study investigates the role ofindividual locus ofcontrol as mediation in the influence of the customer satisfaction on the word of mouth communication in the purchasing of the shopping product. In the data analysis process, the researcher uses 125 respondents' samples and use One Factor Congenery of Structural Equation Modeling (SEM) from the LISREL 8.30. Based on the research findings, the researcher concluded that the higher the customer satisfaction regarding shopping product, the higher the possibility the individuals who score high on their internal locus of control to communicate their experiences to other people. While on the other hand, individuals with high external locus of control were more likely to engage in word of mouth communication with their in-group.