THE INFLUENCE OF FIRM’S SERVICE, DISSATISFACTION AND CONSUMER CONSIDERATION ON CONSUMER SWITCHING BEHAVIOR FROM TRADITIONAL MARKET TO MODERN MARKET

Abstract

Modern market has become a new shopping trend for society. Although the traditional market has occupied an important role for a long time in the life of the community as a place to shop daily products. The purpose of this study to determine the existence a difference of customer dissatisfaction and behavioral factors displacement between a modern market and a traditional market. This study is a causal study, because the questionnaire as a tool to collect data and analysis. Research hypothesis is that there is a difference from the customer dissatisfaction and displacement factor of shopping behavior of modern markets of traditional markets. The observed population is the customer who shopped at Hypermart Mantos and Markets Pinasungkulan Karombasan city of Manado with a sample of 100 respondents. This study analyzed the average of the comparison with independent samples t-test between the modern market to traditional markets. The results showed the average differences between traditional and modern market in terms of consumer dissatisfaction factor and customer behavior occurs displacement from traditional markets to modern market significantly. The seller in traditional markets should improve the quality of products and services to consumers, so as to reduce the displacement.

Keywords: poor service, consumer dissatisfaction, consumer consideration, consumer switching behavior