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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 Number | Location | Available |
|---|---|---|
| 8126 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Manajemen Fakultas Ekonomi Universitas Indonesia 2013 |
|---|---|
| Edisi | - |
| Subjek | Airlines Consumer loyalty Brand image Consumer perception Service brands |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xvii, 204 p. ; 30 cm. |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |