| dc.description.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. | en_US |
