THE ROLE OF CUSTOMER EXPECTATIONS, PERCEIVED QUALITY, AND PERCEIVED VALUE IN DEVELOPING SATISFACTION AND CUSTOMER LOYALTY CASE STUDY: SHAMPO PRODUCTS
DOI:
https://doi.org/10.61841/01hhjc69Keywords:
Customer Expectations, Perceived Quality, and Perceived ValueAbstract
Business competition is increasingly fierce at this time, requires each company to develop appropriate strategies to maintain and strengthen its position to survive. Especially in the FMCG industry (Fast Moving Consumer Good) whose purchases are included in the repeat purchase category, where the level of consumer loyalty is low. Therefore, using the ACSI Model, research was conducted to prove the extent of the role of Customer Expectations (CE), Perceived Quality (PQ) and Perceived Value (PV) in building Customer Satisfaction (CS), and the extent of CS's role in building Customer Loyalty (CL) ) on shampoo products. This type of research is descriptive with descriptive survey research methods. Data obtained from the results of the distribution of questionnaires conducted on convenience sampling (the respondent is the person met). The results of data collection as a primary data source were obtained from a total sample of 125 respondents. While the method of analysis used is factor analysis and multiple regression analysis. The analysis shows that the role of CE in building CS is smaller than the role of PQ and PV, while the role of CS in building CL is quite large as well. Based on these results it can be concluded that consumer satisfaction also plays a role in building consumer loyalty in shampoo products. Where this means marketers need to also pay attention to the role of consumer satisfaction in building consumer loyalty as one of the strategies that can be used in the face of this very competitive competition.
Downloads
References
Akbar, M. M. & Parvez, N. (2009). Impact of Service Quality, Trust, and Customer Satisfaction
on Customer Loyalty. ABAC Journal. 29 (1): 24-28.
Ayu, Yohana Sylvi Putri. (2012). Pengaruh Perceived Quality, Perceived Value,B Brand Preference, Consumer
Satisfaction, dan Consumer Loyalty pada Repurchase Intention. Fakultas Ekonomi, Universitas Sebelas Maret
Griffin, Jill. (2005). Customer Loyalty –How to Earn It, How To Keep It. Kentucky: Graw Hill
Kotler, Philip (2012), Marketing Management, The Millenium Edition, International Edition, Prentice Hall, New Jersey.
Lovelock, Christopher, and JochenWirtz. 2011.Service Marketing, People, Technology, Strategy. New Jersey: Prentice
Hall Upper Sadle River
Saudi, M.H.M., Sinaga, O. & Rospinoedji, D., The role of tax education in supply chain management: A case of
Indonesian supply chain companies, Polish Journal of Management Studies 18(2):304-319, December 2018.
Singh, H. (2006). The Importance of Customer Satisfaction in Relation to Customer Loyalty and
Retention. UCTI Working Paper
Susanto, B. & Mangatua, F. W. 2010. Pengaruh Trust, Customer Satisfaction, Perceived Value,
dan Commitment terhadap Loyalitas Pelanggan Three. Jurnal Manajemen. 5 (1): 17-32
Tjiptono, Fandy (2012). Marketing Scales. Marknesis, Centre for Marketing Knowledge and
Entrepreneurship, Penerbit ANDI Yogyakarta, 10-13
Thakur, S & Singh, A. P. 2012. Impact of Service Quality on Customer Satisfaction and Loyalty:
In The Context of Retail Outlets In DB City Shopping Mall Bhopal. International Journal of Management Research and Review. 2: 334-344.
Zeithmal, Valerie A., Mary Jo Bitner (2008), Service Marketing, McGraw - Hill International Edition, USA.
Downloads
Published
Issue
Section
License
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
