Indonesia Conference Directory

This study aims to analyze the effect of service quality, company image, switching barriers on customer retention through customer satisfaction at LB-LIA Banjarmasin. The contribution of this research is as feedback for management in decision making related to customer retention. This research is a quantitative research with explanatory research approach guided by a questionnaire that examines the relationship and influence among research variables obtained by means of using SEM approach in analyzing 141 students s who have studied for at least 2 terms at this institution, this research is the first research conducted for a service business in informal education especially in Banjarmasin and related to customer retention. The results revealed that service quality has a significant effect on customer satisfaction and customer retention, corporate image has an effect on customer satisfaction but not for customer retention while switching barriers do not significantly influence customer satisfaction or customer retention and lastly customer satisfaction has a significant effect on customer retention.