Image of Analisis pengaruh persepsi konsumen pada merek jasa terhadap nilai dan loyalitas konsumen studi kasus : Industri low cost airlines Indonesia

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Analisis pengaruh persepsi konsumen pada merek jasa terhadap nilai dan loyalitas konsumen studi kasus : Industri low cost airlines Indonesia

Despite considerable interest in the nature and role of marketing using a service perspective (Vargo and Lusch, 2004), nowadays there is limited research about service branding. Based on Berry (2000), current research still tends to be qualitative rather than quantitative. This research aims to close this gap by testing the influence of customer perspective to service brand in customer value?loyalty process. Adopted from Brodie et al (2008), the model includes the traditional influence of brand image plus three additional influences that more fully reflect the broader service perspective (company image, employee trust, and company trust). With 222 sample Using survey data of a sample of 222 airline customers, the analysis shows there is a direct influence of all the aspects of the brand on customers' perceptions of value.Ada tabel

Ketersediaan

Call NumberLocationAvailable
8126PSB lt.2 - Karya Akhir1
Penerbit Depok Program Studi Manajemen Fakultas Ekonomi Universitas Indonesia.,
Edisi -
Subjek Airlines
Consumer loyalty
Brand image
Consumer perception
Service brands
ISBN/ISSN -
Klasifikasi -
Deskripsi Fisik xvii, 204 p. ; 30 cm.
Info Detail Spesifik -
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