THE IMPACT OF CUSTOMER SATISFACTION, CUSTOMER TRUST, AND SWITCHING BARRIER TOWARDS CUSTOMER RETENTION AT STARBUCKS COFFEE JABABEKA BRANCH

Abstract

Starbucks Coffee has just recently become one of the most well developed café as well as the biggest cafein Indonesia. Starbucks Coffee has a huge number of stalls where up until now they have opened 147 kiosks and keep the entire kiosks running well. The objectives of this research are to explain the impact of customer satisfaction, customer trust and switching barrier towards customer retention at Starbucks Coffee Jababeka Branch. This research is using a quantitative method with survey approach. Data collection method used in this research is a questionnaire that distributed to 97 customers of Starbucks Coffee Jababeka Branch that at least drink Starbucks CoffeeJababeka Branch twice a month. Data processing method used in this research is multiple linear regression. The result of this research shows that customer satisfaction, customer trust and switching barrier have a significant impact towards customer retention at Starbucks Coffee Jababeka Branch partially and simultaneously. Advice that can be given to Starbucks Coffee Jababeka Branch is to keep the customer trust because the impact from customer trust is the highest among customer satisfaction and switching barrier.