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Antecedent and Consequence of Customer Company Identification toward Relationship Marketing at PDAM Tirta Khatulistiwa Pontianak, West Kalimantan Indonesia

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  • Nur Afifah

    (University of Tanjungpura, Indonesia Author-2-Name: Ilzar Daud Author-2-Workplace-Name: University of Tanjungpura, Indonesia)

Abstract

"Objective �This study sets out to examine the conceptual framework and empirical test of CCI toward on the PDAM Tirta Khatulistiwa Pontianak, West Kalimantan Indonesia. It is also keen to explore how customers identify the company and what the antecedents and consequences of the identification which will give impact on customer relationships. This study contributes to the practical and scientific marketing that the identification of customers to the company can be used by company to make products that match customer expectations. Furthermore, the presence of CCI can be used by the company to establish marketing relationships with the customers. Methodology �This study is explanatory approach, 210 customers from three service areas were recruited as participants. The study used SEM inferential statistical approach where Smart PLS program was used as the analysis technique. Findings �Results of this study showed that: Customers of PDAM Tirta Khatulistiwa identify companies based on five dimensions, including; external company image, employee in services, company's products, characteristics of the company and the technology used by the company. In addition consequences of CCI is positive for relationship marketing. Finally, employee in services, products the company, and technology used by the company has contributed to the development of CCI. Novelty � The study put emphasize with its original data on building resource-based strategy (RBV)."

Suggested Citation

  • Nur Afifah, 2017. "Antecedent and Consequence of Customer Company Identification toward Relationship Marketing at PDAM Tirta Khatulistiwa Pontianak, West Kalimantan Indonesia," GATR Journals jmmr137, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:jmmr137
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    References listed on IDEAS

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    1. Verhoef, Peter C. & Lemon, Katherine N. & Parasuraman, A. & Roggeveen, Anne & Tsiros, Michael & Schlesinger, Leonard A., 2009. "Customer Experience Creation: Determinants, Dynamics and Management Strategies," Journal of Retailing, Elsevier, vol. 85(1), pages 31-41.
    2. Erk P. Piening, 2013. "Dynamic Capabilities in Public Organizations," Public Management Review, Taylor & Francis Journals, vol. 15(2), pages 209-245, February.
    3. Sirgy, M Joseph, 1982. "Self-Concept in Consumer Behavior: A Critical Review," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(3), pages 287-300, December.
    4. Kang, Jun & Alejandro, Thomas Brashear & Groza, Mark D., 2015. "Customer–company identification and the effectiveness of loyalty programs," Journal of Business Research, Elsevier, vol. 68(2), pages 464-471.
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    Cited by:

    1. Nur Afifah, 2019. "Configuration of Organizational Capability to Enhancing Service Performance and Impact on Sustainable Local Enterprise Water Services," GATR Journals jber167, Global Academy of Training and Research (GATR) Enterprise.

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    More about this item

    Keywords

    Identification; Social Identity Theory; Customer Company Identification; Relationship Marketing.;
    All these keywords.

    JEL classification:

    • L12 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Monopoly; Monopolization Strategies
    • L21 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Business Objectives of the Firm
    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility

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