Title: THE INFLUENCE OF CUSTOMER VALUE ON THE POSSIBILITY OF CUSTOMERS TO REUSE CAR REPAIR SERVICES.
Author: 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 world of marketing and the competitive challenges faced by companies mean that 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 a customer's assessment of the benefits received compared to the sacrifices they incur to obtain a product or service. There are several techniques for measuring customer value, but this research determines measurement by measuring the benefits received by customers minus the sacrifices they incur. The aim of this research is to prove a causal relationship between customer value which is reflected in value (product value, service value, personal value; and image value) and the possibility of customers reusing car repair services. This research chose Duta Ban Surabaya, as the place for the research. The sample in this research was Duta Ban customers who were chosen randomly, who were individual customers, not customers from companies that collaborate with Duta Ban. According to the criteria, in the last year (July 2001 to July 2002) he has had his car repaired at least twice at Duta Ban. The object of this research is consumer perceptions of the benefits received, consumer perceptions of the sacrifices made, and the possibility of reusing car repair services. This research hypothesis was tested using multiple linear regression analysis techniques using the SPSS version 10 software program. To test the significance of the influence of the customer value variable on the probability of customers reusing car repair services, a t test and F test were carried out, with α = 0.05 in a one-tailed test. The results of this research show that customer value, which is reflected in product value, service value, personal value and image value, influences the possibility of customers using car repair services again. And of the four value determinants, image value has the strongest relative influence on the possibility 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 greater the possibility of customers using car repair services again.
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/
