Innovation and quality service factors to customer loyalty in indonesia telecommunication company by using structural equation modeling method

This study aimed to investigate the influence of innovation and quality of service factors to customer loyalty in the telecommunication companies. Big three telecommunication companies in Inodnesia become an object of this research. Innovation factors which are used being viewed by product, service, technology, and marketing innovation. While quality of service factors are being viewed by network, coverage, voice limpidity, data transfer rate, and customer service quality. While customer loyalty is composed of several antecedents, namely customer expectation, perceived quality, perceived value, corporate image, perceived ease of use, customer satisfaction, customer trust, customer commitment, customer complaint, and customer loyalty. Structural Equation Modeling (SEM) showed that innovation factors has no significant direct influence to customer loyalty, but has indirect effect through its influences to the antecedents of loyalty, as customer commitment, customer trust, and customer satisfaction.