Wantiyastuti, Agnes Erna (2023) Loyalitas Pelanggan Konveksi Readers Wedi Klaten. Analisis “ Jurnal Bisnis dan Akuntansi”, 23 (2). pp. 36-43. ISSN 1978-9750

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Abstract

This paper aims at describing the customers’ loyalty of Readers Convection, Wedi, Klaten. The discussion is focused on the description of loyalty and its benchmarks. Research data were obtained by observation and interviews, and analyzed using descriptive method. Theoretically, customers are people using or buying products from a company repeatedly. Loyal customers greatly impact the survival of the company. Therefore, they must be maintained to avoid moving to another company. Both build the relationship mutually. Indicators of customers’ loyalty are seen based on 3 things, namely repeat purchase, retention, and referrals. Customers at Readers Convection can be classified into timeless customers and regular customers. All classifications of customers’ loyalty at Readers Convection are premium loyalty. The loyal customer benchmarks are illustrated by the length of time of order, the power of recommending to others, and resilience to negative news about the company.

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