The Influence of Affinity for the Cause, Cause Proximity and Company-Cause Fit on Customer Loyalty with Skepticism as Intervening Variable (Study on Aqua Drinking Water Customer in Pontianak, West Kalimantan)

Abstract

The survey included five measured variables: affinity for the cause, cause proximity, company-cause fit, customer skepticism and customer loyalty. The purpose of this study is to examine and analyze first, the influence of affinity for the cause on customer sketicism toward the CrM program, second, the influence of affinity for the cause on customer loyalty toward the corporate, third, the influence of cause proximity on customer skepticism toward the CrM program, fourth, the influence of cause proximity on customer loyalty toward the corporate, fifth, the influence of company-cause fit on customer skepticism toward the CrM program, sixth, the influence of company-cause fit on customer loyalty toward the corporate and seventh, the influence of  customer skepticism on customer loyalty toward the corporate. The population are the AQUA’s customer in Pontianak city. The sample consisted of 75 males (49,67 percent) and 76 females (50,33 percent), with an average respondent age of 30,7 years. The mayority of responden are private sector employees with income Rp 1.500.00,00- Rp 4.500.000,00.This research result shows that Affinity for the cause has significantly negative effect on customer skepticism. Affinity for the cause also has significantly positive effect on customer loyalty. Cause proximity has no significant effect on customer skepticism and customer loyalty. Company-cause fit have significantly negative effect on customer skepticism. It is indicate that high-fit can reduce customer skepticism. Company-cause fit also has significantly positive effect on customer loyalty. It’s mean this study find that high fit  can increase customer loyalty. Finally, customer skepticism has significantly negative effect on customer loyalty. It’s indicate that low customer skepticism can increase customer loyalty.

Keywords: affinity for the cause, cause proximity, company-cause fit, customer skepticism, customer loyalty.