Factors Affecting Customer Loyalty

Abstract

Research in the field of marketing has been carried out with various objectives. Some of these studies were carried out for academic purposes and some were carried out by companies to serve as a basis for adopting policies for company managers
in order to obtain optimal benefits. Not a few studies that are specific or published in scientific journals. However, the research that has been carried out so far is still partial, not comprehensive, only carried out as needed so that it seems only a condition for
aborting obligations. So that even though the research has been carried out well, the results obtained have not been able to provide a complete solution to the problems faced by the company. This research is a qualitative research that examines journals about various factors that influence customer loyalty. This research is to find out the variables that influence customer loyalty either directly or through moderating variables and to find out which variables have the most influence on other variables.