Terjemahn jurnal tugas perilaku konsumen

Actively influencing consumer Loyalitas Secara Aktif Mempengaruhi Konsumen

loyalty Megan DivettMegan Divett

Department of Psychology, University of Wollongong, Wollongong, Departemen Psikologi, University of Wollongong, Wollongong, Australia Australia

Nadia Crittenden Nadia Crittenden

Lecturer, Department of Psychology, University of Wollongong, Dosen, Jurusan Psikologi, University of Wollongong, Wollongong, Australia Wollongong, Australia

Ron Henderson Ron Henderson

Director, Cuetel Pty Ltd. and Department of Psychology, Direktur Pty Ltd Cuetel dan Departemen Psikologi, University of Wollongong, Wollongong, Australia University of Wollongong, Australia

Keywords Purchasing, Consumer behaviour, Loyalty Kata kunci Pembelian, perilaku konsumen, Loyalitas

Abstract Previous attempts to enhance consumer loyalty have failed, including point Abstrak

Upaya untuk meningkatkan loyalitas konsumen telah gagal, termasuk titik reward schemes such as frequent fliers. In response to the poor performance of exispenghargaan skema seperti brosur sering. Sebagai respon terhadap kinerja buruk yang ada loyalty programs, this study explores an alternative way of actively influencing consumer program loyalitas, penelitian ini mengeksplorasi alternatif cara aktif mempengaruhi loyalitas konsumen loyalty and subsequent purchase behavior. A field experiment was conducted on 2dan perilaku pembelian berikutnya. Percobaan lapangan dilakukan di 240 customers of a theater subscription, using a Solomon Four Group design to evaluate pelanggan berlangganan teater, menggunakan desain Empat Salomo Group untuk mengevaluasi impact of an intervention on loyalty and subsequent purchase behaviordampak intervensi pada loyalitas dan perilaku pembelian berikutnya. The intervention Intervensiincreased levels of perceived approachability and responsiveness to customer voice. peningkatan kadar didekati dirasakan dan tanggap terhadap suara pelanggan. Initial results indicated that greater perceived approachability and responsiveness led tHasil awal menunjukkan bahwa didekati dianggap lebih besar dan responsif menyebabkan greater loyalty toward the theater, and greater purchase behaviorloyalitas yang lebih besar terhadap teater, dan perilaku pembelian yang lebih besar.

LATAR BELAKANG

Consumer loyalty is considered an important key to organizational succLoyalitas konsumen dianggap sebagai kunci penting untuk keberhasilan organisasi and profit (Oliver, 1997)dan laba (Oliver, 1997). Selin et al. Selin et al. (1987) stated that those consumers that (1987) menyatakan bahwa mereka konsumen yangdemonstrate the greatest levels of loyalty toward the product, or service menunjukkan tingkat terbesar loyalitas terhadap produk, atau layananactivity, tend to repurchase more often, and spend more money. kegiatan, cenderung pembelian kembali lebih sering, dan menghabiskan lebih banyak uang. As a result, a Sebagai hasilnya, sebuahgreat deal of research attention has focused on the identification of effective banyak perhatian penelitian difokuskan pada identifikasi yang efektif methods of actively enhancing loyalty, including loyalty programs such as metode aktif meningkatkan loyalitas, termasuk program loyalitas sepertipoint reward schemes (Lach, 2000). Loyalty programs ``create a reluctance skema point reward (Lach, 2000). program Loyalitas `` menciptakan keengganan to defect'' by rewarding the customer for repurchasing from the organizatiuntuk cacat''oleh memuaskan pelanggan untuk pembelian kembali dari organisasi (Duffy, 1998, p. 441). (Duffy, 1998, hal 441). Unfortunately, the effectiveness of such programs has Sayangnya, efektifitas program tersebut telahfailed to meet expectations (eg Saba, 2000; Dugan, 2000). gagal untuk memenuhi harapan (misalnya Saba, 2000; Dugan, 2000). For example, Misalnya, Jardine (2000, p. 19) states that ``recent research has shown that `loyalty' Jardine (2000, hal 19) menyatakan bahwa penelitian terbaru menunjukkan bahwa `` `loyalitas ' cards are a misnomer ± they simply do not make customers more loyal''. kartu keliru ± mereka tidak membuat pelanggan setia''lebih.

In contrast to these reward schemes, several researchers have argued, that Berbeda dengan skema ini hadiah, beberapa peneliti berpendapat, bahwa ``customer loyalty can be increased by encouraging consumers to complain'`` Loyalitas pelanggan dapat ditingkatkan dengan mendorong konsumen untuk mengeluh'' (Fornell and Wenerfelt, 1987, p. 344). Previous consumer and organizational (Fornell dan Wenerfelt, 1987, hal 344). Sebelumnya konsumen dan organisasi research highlights perceived approachability and responsiveness as two key Penelitian menyoroti dirasakan didekati dan responsif sebagai dua kunci determinants of complaints (eg Richins, 1983; Saunders et al., 1992). faktor penentu keluhan (misalnya Richins, 1983; Saunders et al 1992.,). For Untuk example, Richins (1983) demonstrated a direct relationship betweeMisalnya, Richins (1983) menunjukkan hubungan langsung antara perceived retailer responsiveness and direct communication with the tanggap dirasakan pengecer dan komunikasi langsung dengan provider. operator. Richins (1983, p. 72, brackets added) concluded that Richins (1983, hal 72, kurung ditambahkan) menyimpulkan bahwa responsiveness consisted of two dimensions: ``a willingness to provide a tanggap terdiri dari dua dimensi: `` kesediaan untuk memberikan remedy for the dissatisfaction should a consumer complain'' obat untuk ketidakpuasan harus konsumen mengeluh'' (responsiveness); and ``the extent to which the retailer makes the complaint (Responsiveness), dan `` sejauh mana pengecer membuat pengaduan handling mechanism available'' (approachabitersedia mekanisme penanganan''(didekati). The Emerald Research Register for this journal is available at Emerald Penelitian Daftar untuk jurnal ini tersedia di

http://www.emeraldinsight.com/researchregister http://www.emeraldinsight.com/researchregister

The current issue and full text archive of this journal is available at Isu saat ini dan arsip teks lengkap dari jurnal ini tersedia di

http://www.emeraldinsight.com/0736-3761.htm http://www.emeraldinsight.com/0736-3761.htm

Likewise, within an organizational setting, Saunders et al.

The lack of association between approachability, responsiveness and Kurangnya hubungan antara didekati, responsiveness dan commitment may have been due to methodological influenceskomitmen mungkin telah disebabkan oleh pengaruh metodologi. The effect of Pengaruh approachability and responsiveness on loyalty within Saunders et al.'s didekati dan tanggap terhadap kesetiaan dalam Saunders et al. 's (1992) study could have been influenced by the measurement of (1992) studi bisa saja dipengaruhi oleh pengukuran commitment, rather than loyalty. komitmen, bukan kesetiaan. Commitment is said to consist of three Komitmen dikatakan terdiri dari tiga components: involvement, identification and loyalty (eg Buchanan, 1974). komponen: keterlibatan, identifikasi dan loyalitas (misalnya Buchanan, 1974). Within Saunders et al.'s (1992) study, the other two components oDalam et al Saunders s 'studi (1992)., Yang lain dua komponen commitment may have masked the effect of approachability and komitmen mungkin telah menutupi efek didekati dan responsiveness on the loyalty component. tanggap pada komponen loyalitas. In contrast to Saunders et al. Berbeda dengan Saunders et al. (1992), theoretical support for a direct effect of (1992), dukungan teoretis untuk efek langsung approachability and responsiveness on consumer loyalty can be found within didekati dan tanggap pada loyalitas konsumen dapat ditemukan dalamresearch considering the complaint handling process. penelitian mempertimbangkan proses penanganan keluhan. The majoritMayoritas previous research recognises the influence of effective complaint handlipenelitian sebelumnya mengakui pengaruh penanganan pengaduan yang efek on subsequent consumer loyalty and behaviour (eg Stewart, 1994; Mopada loyalitas konsumen berikutnya dan perilaku (misalnya Stewart, 1994; Moyer, 19841984). For example, ``effective complaint handling can have a dramatic Misalnya, penanganan pengaduan yang efektif `` dapat memiliki dramatis impact on customer retention rates'' (Tax et al., 1998, p. 60)dampak pada tingkat retensi pelanggan''(Pajak et al 1998.,, hal 60). Furthermore, Selanjutnya, Oliver (1997) as well as Heskett et aOliver (1997) serta Heskett et al. (1990), reported that approximately 50 (1990), melaporkan bahwa sekitar 50 percent of complainants feel stronger negative attitudes toward thpersen dari pengadu merasa sikap negatif kuat terhadap organization after they experienced the service complaint processorganisasi setelah mereka mengalami proses pengaduan layanan. Based on Berdasarkan the significance of the complaint handling process on subsequent consumepentingnya proses penanganan keluhan pada konsumen berikutnya attitudes (including loyalty), it is necessary to examine the dominant researcsikap (loyalitas termasuk), perlu untuk menguji penelitian yang dominan into complaint handling ± perceived justice.dalam penanganan pengaduan ± dirasakan keadilan. In particular procedural and Secara khusus prosedural dan interactional justice appear to be important concepts for understanding thekeadilan interaksional tampaknya konsep-konsep penting untuk memahami role of approachability and responsiveness within the complaint handlinperan didekati dan tanggap dalam penanganan pengaduan process.proses. Perceived justice encompasses three distinct elements, distributive,keadilan dirasakan meliputi tiga unsur yang berbeda, distributif, procedural and interactional justice. The first of these ± distributive justice,prosedural dan keadilan interaksional. Yang pertama keadilan distributif ±, based on the work of Adams' (1963) Equity Theory, refers to the comparisonberdasarkan karya Adams '(1963) Teori Keadilan, mengacu pada perbandingan of the input to output ratio experienced by the individual, against the input tdari input terhadap output yang dialami oleh individu, terhadap masukan untuk output ratio of relevant others (Novelli et al., 1995).rasio output lain yang relevan (Novelli et al 1995.,). ``Did I get my fair share `` Apakah saya mendapatkan bagian yang adil saya

of outcomes?'' (Novelli et al., 1995, p. 23). hasil)?''(et Novelli al., 1995, hal 23. Within a consumer context, Tax Dalam konteks konsumen, Pajak et aet al. (1998) refer to distributive justice as the allocation of benefits and (1998) mengacu pada keadilan distributif sebagai alokasi manfaat dancosts, including the correction of charges, repairs, refunds, replacements, biaya, termasuk biaya koreksi, perbaikan, pengembalian uang, penggantian,credits and apologies. kredit dan permintaan maaf. The second element ± procedural justice is ``the perceived fairness of thYang prosedural ± kedua elemen keadilan `` kewajaran dirasakan darimethods or procedures used to determine who gets what outcomes, not the metode atau prosedur yang digunakan untuk menentukan siapa yang mendapatkan apa hasil, bukanfairness of the outcomes themselves . kewajaran hasil sendiri. .. Was the decision made using Apakah keputusan yang dibuat menggunakan wajar criteria?'' (Novelli et al., 1995, p. 25). kriteria)?''(et Novelli al., 1995, hal 25. Folger (1977, in Novelli et al., 1995) Folger (1977, et al Novelli 1995.,) operationalized procedural justice as ``voice'', the opportunitkeadilan prosedural dioperasionalkan sebagai''suara ``, kesempatan untuk mengekspresikan one's views regarding a decision or to actively influence the decisionpandangan seseorang tentang suatu keputusan atau untuk secara aktif mempengaruhi keputusan.Procedural justice has been associated with such constructs as organizational Keadilan prosedural telah dikaitkan dengan konstruksi sebagai organisasicommitment (Folger and Konovsky, 1989), job satisfaction and behavioral komitmen (Folger dan Konovsky, 1989), kepuasan kerja dan perilaku intentions (McFarlin and Sweeney, 1992).niat (McFarlin dan Sweeney, 1992). Within a consumer context, Tax et Dalam konteks konsumen, Pajak dll. (1998) consider a complaint-handling service as ``procedurally just''(1998) mempertimbangkan layanan penanganan pengaduan sebagai `` prosedural hanya''jikathe complaint procedure was fair, easy to access, gave the complainant prosedur pengaduan adalah wajar, mudah diakses, memberikan pengadu control over outcomes, was flexible, and was conducted within a timely kontrol atas hasil, itu fleksibel, dan dilakukan dalam waktu mannercara. Procedural justice may help explain the need to present the Keadilan prosedural dapat membantu menjelaskan kebutuhan untuk menyajikanorganization as approachable and responsive. organisasi sebagai didekati dan responsif. Perceived approachability is didekati dirasakan adalahrelated to ``the opportunity to express one's views'', and responsiveness terkait dengan `` kesempatan untuk mengekspresikan pandangan''satu, dan tanggap encompasses the ability to ``actively affect the decision''. mencakup kemampuan untuk `` aktif mempengaruhi''keputusan. The third element of perceived justice is interactional justice. Unsur ketiga keadilan yang dirasakan adalah keadilan interaksional. Based on the Berdasarkan work of Bies and Shapiro (1987), Novelli et al. karya Bies dan Shapiro (1987), Novelli et al. (1995, p. 27) define (1995, hal 27) mendefinisikaninteractional justice as ``the perceived fairness of the interpersonal keadilan interaksional `` kewajaran dirasakan dari interpersonal intervention received in a decision process'', including explanations forintervensi diterima dalam''proses pengambilan keputusan, termasuk penjelasan decisions. For example, was the individual treated differently to relevant keputusan. Sebagai contoh, adalah individu yang diperlakukan secara berbeda untuk relevanothers, and was the decision adequately explained? lain, dan keputusan tersebut cukup dijelaskan? Within a consumer Dalam konsumen context, Tax et al. konteks, Pajak et al. (1998, p. 61), refer to interactional justice as ``the fair (1998, hal 61), lihat keadilan interaksional sebagai `` pameraninterpersonal intervention of the complainant'', and includes politeness, intervensi interpersonal dari''pengadu, dan termasuk kesopanan,concern, honesty, an explanation and meaningful effort. perhatian, kejujuran, penjelasan dan usaha yang berarti. Subsequently, Selanjutnya,interactional justice comes into play after the consumer has complained, and keadilan interaksional datang ke dalam bermain setelah konsumen telah mengeluh, dantherefore provides an effective framework for understanding perceived Oleh karena itu memberikan kerangka kerja yang efektif untuk memahami dirasakan responsiveness. tanggap. Further support for the application of interactional justice to the consumer Selanjutnya dukungan untuk aplikasi keadilan interaksional ke konsumen process is found within the work of Mittal and Lassar (1996), who reporteProses ini ditemukan dalam karya Mittal dan Lassar (1996), yang melaporkanthat interpersonal interaction is the key determinant of satisfaction and bahwa interaksi interpersonal adalah penentu utama kepuasan danrepatronage (an outcome of loyalty). Interactional justice becomes relevant repatronage (hasil dari kesetiaan) menjadi interaksional. keadilan yang relevanonce the consumer has complained, including interactions with customer sekali konsumen yang mengeluh, termasuk interaksi dengan pelanggan service centers and help desks (Collie et al., 2000)layanan pusat dan meja bantuan (Collie et al 2000.,). Therefore, the perceived Oleh karena itu, dirasakanjustice theory, and in particular interactional justice, provides theoretical teori keadilan, dan keadilan interaksional khususnya mengatur teoritissupport for a direct relationship between responsiveness and loyalty, within a dukungan untuk hubungan langsung antara respon dan kesetiaan, dalam consumer context. konteks konsumen.Empirical support for the relationship between actual responsiveness and Empiris mendukung hubungan antara tanggap aktual danloyalty has also been demonstrated within previous consumer literature. kesetiaan juga telah ditunjukkan dalam literatur konsumen sebelumnya. For Untukexample, Conlon and Murray (1996) indicated a positive relationship Misalnya, Conlon dan Murray (1996) menunjukkan hubungan yang positif between the speed of the response (responsiveness) and repurchase antara kecepatan respon (responsiveness) dan pembelian kembali intentions (an outcome of loyalty). Davidow (2000, p. 484) demonstrated niat (hasil dari kesetiaan). Davidow (2000, hal 484) menunjukkan that ``how a complaint was handled . bahwa `` bagaimana pengaduan ditangani. .. and what the company intend to dan apa perusahaan berniat untuk melakukan about it'' (responsiveness) had a positive impact on repurchase intentions tentang hal itu''(responsiveness) memiliki dampak positif terhadap niat pembelian kembali(loyalty outcome). (Hasil loyalitas). Collie et al. Collie et al. (2000) demonstrated a positive relationship (2000) menunjukkan hubungan positif between behaviors associated with interactional justice (eg politeness and antara perilaku yang terkait dengan keadilan interaksional (misalnya kesantunan danconcern) and satisfaction, when responding to complaints. perhatian) dan kepuasan, saat menanggapi pengaduan. Therefore, it Oleh karena itu,appears that interactional justice, or how the provider actually responds to tampak bahwa keadilan interaksional, atau bagaimana penyedia sebenarnya meresponconsumer complaints influences the consumer process and subsequent pengaduan konsumen berpengaruh dalam proses konsumen dan selanjutnyaconsumer loyalty. loyalitas konsumen.Interestingly, the direct effect of perceived approachability and Menariknya, efek langsung didekati dan dirasakan responsiveness on subsequent loyalty has not yet been explicitly addressed tanggap terhadap loyalitas berikutnya belum secara eksplisit ditujukanwithin consumer research. dalam penelitian konsumen. However, based on the theoretical association Namun, berdasarkan asosiasi teoritis between perceived approachability and responsiveness, this study will antara didekati dirasakan dan responsif, penelitian ini akanmanipulate consumer levels of perceived approachability and memanipulasi tingkat konsumen didekati dirasakan dan responsiveness, and determine the effect on subsequent loyalty and tanggap, dan menentukan efek terhadap loyalitas berikutnya dan

subsequent purchase behaviour (Figure 1). pembelian berikutnya perilaku (Gambar 1).

111

Figure 1. The effect of perceived approachability and responsiveness upon Gambar 1. Pengaruh didekati dirasakan dan respon pada saatloyalty and behavior loyalitas dan perilaku

Design Desain

The study examined the effect of increasing perceived approachability and Studi ini meneliti pengaruh didekati dirasakan meningkat dan responsiveness on subsequent levels of loyalty and purchase behavior withitanggap pada tingkat berikutnya loyalitas dan perilaku pembelian dalam a field experiment. In order to minimise the potential effect of pre-test percobaan lapangan. Dalam rangka meminimalkan dampak potensial dari pre-test sensitization, a Solomon Four-Group Design (Walton Braver and Braver,sensitisasi, sebuah Salomo Empat-Group Desain (Walton lebih berani dan lebih berani,1988) was used to test the efficacy of the intervention. 1988) digunakan untuk menguji efektivitas intervensi. The Solomon Four Solomon Empat Design can determine the effect of pre-test sensitization on post-test levels, Desain dapat menentukan efek sensitisasi pre-test pada tingkat post-test,and as such, provides a level of control for threats to validity (Walton Braver dan karena itu, memberikan tingkat kontrol untuk ancaman terhadap keabsahan (Walton lebih berani and Braver, 1988). dan lebih berani, 1988.

Four separate research Empat penelitian terpisah

groupkelompok

The Solomon Four-Group Design requires four separate research groups, inSolomon Empat-Group Desain memerlukan empat kelompok penelitian terpisah,which selection is randomized. yang diseleksi secara acak. Group 1 is pre-tested, receives the Kelompok 1 adalah pre-diuji, menerima intervention, and then is post-tested. Group 2 is pre-tested, does not receive intervensi, dan kemudian pasca-diuji,. Kelompok 2 adalah pra-diuji tidak menerima the intervention, and then is post-tested. Group 3 is not pre-tested, receiveintervensi, dan kemudian pasca-diuji 3. Group tidak pra-diuji, menerima the intervention, and then is post-tested. Group 4 is not pre-tested, does nointervensi, dan kemudian pasca-diuji 4. Group tidak pra-diuji, tidak

receive the intervention, and then is post-tested (Table I).menerima intervensi, dan kemudian pasca-diuji (Tabel I).

The samples

Sampel

The research sample for the study encompassed subscription patrons of aSampel penelitian untuk penelitian ini mencakup pelanggan berlangganan dari regional theatre located in Canberra, Australiadaerah teater terletak di Canberra, Australia. A comparison of the Perbandingan daribehavioural indicators for respondents and non-respondents indicated that indikator perilaku untuk responden dan non-responden menunjukkan bahwathe final sample was not significantly biased by non-response. sampel akhir tidak signifikan bias oleh non-respon.

Group 1 Kelompok 1

Group 1 represented 43 season subscribers who responded to both the 1999Kelompok 1 mewakili musim 43 pelanggan yang menanggapi kedua tahun 1999 and 2000 annual surveys, and were randomly selected to receive the dan 2000 survei tahunan, dan secara acak dipilih untuk menerima interventionintervensi. A total of 35 percent (15) were male, and 65 percent (28) were Sebanyak 35 persen (15) adalah laki-laki, dan 65 persen (28) adalahfemale. perempuan. The age of participants ranged from 27 through to 79, with a mean of Usia peserta berkisar antara 27 sampai 79, dengan rata-rata54 years. 54 tahun. The total reported income for each household ranged from Total pendapatan yang dilaporkan untuk setiap rumah tangga berkisar antara AUS $15,000-$180,000 per annum, with a mean of $75,000AUS $ 15.000 - $ 180.000 per tahun, dengan rata-rata sebesar $ 75.000. On average, Rata-rata, each patron reported that they had lived in Canberra for 24 years, had pelindung setiap melaporkan bahwa mereka telah tinggal di Canberra selama 24 tahun, telahattained a tertiary level of education, and had purchased a subscription mencapai tingkat pendidikan tersier, dan telah membeli berlanggananapproximately four times before. kira-kira empat kali sebelumnya.

Kelompok	Pre-test (1999 survey)	Intervention	Post-Test (2000 survey)
1	O1	A	O2
2	O3		O4
3		A	O5
4			O6

Notes: O = outcome measures; Â = intervention Catatan: O ukuran hasil =; Â = intervensi

Source: Walton Braver and Braver (1988) Sumber: Walton lebih berani dan lebih berani (1988)

Table I. Solomon Four Group Design Tabel I. Salomo Empat Design Group 112JOURNAL OF CONSUMER MARKETING, VOL. 20 NOkali sebelumnya.

Group 4 Grup 4

Group 4 represented 154 subscribers who responded to the 2000 annualKelompok 4 mewakili 154 pelanggan yang menanggapi tahun 2000 tahunan survey, yet did not respond to the 1999 survey, nor did they receive the survei, namun tidak menanggapi survei tahun 1999, juga tidak menerima intervention. A total of 33 percent (50) were male, and 36 percent (103) were intervensi. Sebanyak 33 persen (50) adalah laki-laki, dan 36 persen (103) adalah

female. perempuan. The age of participants ranged from 24 through to 86 years, with

Kelompok 2

Group 2 represented 27 season subscribers who responded to both the 1999Kelompok 2 merupakan pelanggan musim 27 yang menanggapi kedua tahun 1999 and 2000 annual surveys, yet did not receive the intervention. dan 2000 survei tahunan, namun tidak menerima intervensi. A total 23 A total 23 percent (six) were male, and 77 percent (20) were female. persen (enam) adalah laki-laki, dan 77 persen (20) adalah perempuan. The age of Usia participants ranged from 32 through to 68 years, with a mean of 50 years. peserta berkisar antara 32 sampai 68 tahun, dengan rata-rata 50 tahun.

The total reported income for each household ranged from AUS $27,000- Total pendapatan yang dilaporkan untuk setiap rumah berkisar dari AUS $ 27.000 - $290,000 per annum, with a mean of $88,000. $ 290.000 per tahun, dengan rata-rata $ 88.000. On average, each patron Rata-rata, masing-masing pelindung reported that they had lived in Canberra for 21 years, had attained a tertiary melaporkan bahwa mereka telah tinggal di Canberra selama 21 tahun, telah mencapai tersierlevel of education, and had purchased a subscription approximately four tingkat pendidikan, dan telah membeli sekitar empat berlangganantimes before. kali sebelumnya.

Group 3 Kelompok 3

Group 3 represented 16 subscribers who responded to the 2000 annual Kelompok 3 diwakili 16 pelanggan yang menanggapi 2000 tahunan survey, and were randomly selected to receive the intervention, yet did not survei, dan secara acak dipilih untuk menerima intervensi, namun tidak respond to the 1999 survey. menanggapi survei 1999. A total of 25 percent (four) were male, and 75 Sebanyak 25 persen (empat) adalah laki-laki, dan 75 percent (12) were female. persen (12) adalah perempuan. The age of participants ranged from 25 through to Usia peserta berkisar antara 25 sampai 71 years, with a mean of 56 years. 71 tahun, dengan rata-rata 56 tahun. The total reported income for each total melaporkan pendapatan untuk masing-masing household ranged from AUS $24,000-$200,000 per annum, with a mean orumah tangga berkisar dari AUS $ 24.000 - $ 200.000 per tahun, dengan rata-rata $82,000$ 82.000. On average, each patron reported that they had lived in Canberra Rata-rata, masing-masing pelindung melaporkan bahwa mereka telah tinggal di Canberrafor 24 years, had attained a tertiary level of education, and had purchased a selama 24 tahun, telah mencapai tingkat pendidikan tersier, dan telah membeli subscription approximately four times before.berlangganan kira-kira empat 24 sampai 86 tahun, dengan mean of 51 years.rata-rata 51 tahun. The total reported income for each household ranged from Total pendapatan yang dilaporkan untuk setiap rumah tangga berkisar antara AUS $10,000-$250,000 per annum, with a mean of $87,000AUS $ 10.000 - $ 250.000 per tahun, dengan rata-rata $ 87.000. On average, Rata-rata, each patron reported that they had lived in Canberra for 21 years, hadpelindung setiap melaporkan bahwa mereka telah tinggal di Canberra selama 21 tahun, telah attained a tertiary level of education, and had purchased a subscriptiomencapai tingkat pendidikan tersier, dan telah membeli berlangganan approximately three times before. sekitar tiga kali sebelumnya. All measures utilized aSemua langkah yang digunakan sebuah seven-point numerical scaltujuh poin skala numerik .

Materials Bahan

Approachability, responsiveness and loyalty were measured using stronglyDidekati, tanggap dan loyalitas diukur dengan menggunakan kuat disagree/strongly agree anchors. tidak setuju / sangat setuju jangkar. Direct voice was measured using very suara langsung diukur dengan sangat unlikely/very likely anchors, and was measured to establish the criterion- mungkin / kemungkinan jangkar sangat, dan diukur untuk membentuk kriteria-related validity of the intervention. Based on the research of Cox (1980), all validitas terkait intervensi Cox. Berdasarkan penelitian (1980), semuaof the measures utilized a seven-point numerical scale. tindakan menggunakan titik numerik skala-tujuh. A global score for Skor global untuk each scale was calculated by averaging the response to each item. skala masing-masing dihitung dengan rata-rata respon untuk setiap item. Therefore, Oleh karena itu,the potential range for each scale was also between one and seven. rentang potensial untuk setiap skala juga antara satu dan tujuh.Approachability and responsiveness