THE INFLUENCE OF CUSTOMER VALUE ON THE POSSIBILITY OF CUSTOMERS TO RETURN CAR REPAIR SERVICES.

Amount: THE INFLUENCE OF CUSTOMER VALUE ON THE POSSIBILITY OF CUSTOMERS TO RETURN CAR REPAIR SERVICES.

Authors: Kristiningsih

Item Type: Thesis

Memberships: Master of Management Study Program, Faculty of Economics and Business Universitas Airlangga Surabaya, Indonesia

Publisher: Airlangga University

Abstract

Fundamental changes in the world of marketing and competitive challenges faced by companies, make companies must always convince consumers of the credibility of the products or services offered and the credibility of the company itself. The changes that occur require marketers to implement value-based marketing, namely ensuring that the value provided to customers is better than what has been provided by competitors. Therefore, the concept of customer value is increasingly popular among marketers. Customer value is the customer's assessment of the benefits received compared to the sacrifices incurred, to obtain a product or service. There are several techniques for measuring customer value, but this study determines the measurement by measuring the benefits received by the customer minus the costs incurred. The purpose of this study is to prove a causal relationship between customer value as reflected in value (product value, service value, personal value, and image value) and the likelihood that customers will reuse car repair services. This study chose Duta Ban Surabaya, as the place of research. The sample in this study were customers of Duta Ban who were randomly selected, who were individual customers, not customers from companies that collaborated with Duta Ban. Based on the criteria in the last one year (July 2001 to July 2002) at least two car repairs have been carried out at Duta Ban. The object of this research is the consumer's perception of the benefits received, the consumer's perception of the sacrifices incurred, of the possibility of reusing car repair services. The hypothesis of this study was tested using multiple linear regression analysis techniques using SPSS version 10 software program. To test the significance of the influence of the customer value variable on the possibility of customers using car repair services again, the t test and F test were carried out, with α = 0,05 in the one-tailed test. The results of this study indicate that customer value, which is reflected in product value, service value, personal value, and image value, affects the likelihood that customers will reuse car repair services. And the four determinants of value, the image value has the strongest relative influence on the likelihood of customers using car repair services again, when compared to the other three value determinants. And the correlation test showed that the higher the customer value, the more likely the customer to reuse car repair services.

Keywords: Value based marketing, customer value, customer probability to reuse car services, benefit minus cost approach, product value, service value, personal value, image value.

sources: http://repository.unair.ac.id/35141/