Title: THE EFFECT OF CUSTOMER VALUE ON THE LIKELIHOOD OF CUSTOMERS TO REUSE CAR REPAIR SERVICES.

Authors: Kristiningsih

Item Type : Thesis (Thesis)

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

Publisher: Universitas Airlangga

Abstract

Fundamental changes in the marketing world and the competitive challenges faced by companies require companies to continually convince consumers of the credibility of the products or services offered and the credibility of the company itself. These changes require marketers to implement value-based marketing, ensuring that the value provided to customers is better than what competitors have provided. Therefore, the concept of customer value is increasingly popular among marketers. Customer value is a customer's assessment of the benefits received compared to the sacrifices made 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 customers minus the sacrifices made. The purpose of this study is to prove the causal relationship between customer value reflected in the values ​​(product value, service value, personal value, and image value) and the likelihood of customers using car repair services again. This study selected Duta Ban Surabaya as the location for the research. The sample in this study were randomly selected Duta Ban customers, who were individual customers, not customers of companies that have collaborated with Duta Ban. The criteria for this study were that in the past year (July 2001 to July 2002), they had had their car repaired at least twice at Duta Ban. The object of this research is consumer perception of the benefits received, consumer perception of the sacrifices incurred, from the possibility of reusing car repair services. The hypothesis of this research was tested using multiple linear regression analysis techniques using SPSS version 10 software. To test the significance of the influence of the customer value variable on the possibility of customers reusing car repair services, t-test and F-test were conducted, with α = 0.05 in a one-tailed test. The results of this study indicate that customer value reflected in product value, service value, personal value, and image value, influence the possibility of customers reusing car repair services. And of the four determinants of value, image value has the strongest relative influence on the possibility of customers reusing car repair services, when compared to the other three determinants of value. And the correlation test obtained the results of the study, that the higher the customer value, the greater the possibility of customers reusing car repair services.

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

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