IDEAS home Printed from https://ideas.repec.org/p/gtr/gatrjs/jmmr224.html
   My bibliography  Save this paper

How to Manage Customer Satisfaction through Brand Association and Perceived Value Strategy

Author

Listed:
  • Vonny Susanti

    (Graduate School of Management and Business, Bogor Agricultural University, Indonesia Author-2-Name: Ujang Sumarwan Author-2-Workplace-Name: Department of Family and Consumer Science, Graduate School of Management and Business, Bogor Agricultural University, Indonesia Author-3-Name: Megawati Simanjuntak Author-3-Workplace-Name: Department of Family and Consumer Science, Graduate School of Management and Business, Bogor Agricultural University, Indonesia Author-4-Name: Eva Z Yusuf Author-4-Workplace-Name: Graduate School of Management and Business, Bogor Agricultural University, Indonesia Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:)

Abstract

Objective - The purpose of this study is to identify which factor has a stronger influence on customer satisfaction: perceived value or brand association. By understanding the influencer, the seller understands what policies and implications should be addressed to maintain and even enhance customer loyalty.Methodology/Technique - This empirical study uses a quantitative method and employs a PLS program to ensure a correlation between the constructs. Finding - The study concludes that brand association is a crucial determinant factor in customer satisfaction. Brand associations influence satisfaction relatively more than perceived value does. From the customer perspective, brand associations are affected more by salesman personality than brand image. Type of Paper - Empirical.

Suggested Citation

  • Vonny Susanti, 2019. "How to Manage Customer Satisfaction through Brand Association and Perceived Value Strategy," GATR Journals jmmr224, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:jmmr224
    as

    Download full text from publisher

    File URL: http://gatrenterprise.com/GATRJournals/JMMR/pdf_files/JMMRVol4(3)2019/3.Vonny%20Susanti.pdf
    Download Restriction: http://gatrenterprise.com/GATRJournals/online_submission.html
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Laura Grassi & Nicolas Figini & Lorenzo Fedeli, 2022. "How does a data strategy enable customer value? The case of FinTechs and traditional banks under the open finance framework," Financial Innovation, Springer;Southwestern University of Finance and Economics, vol. 8(1), pages 1-34, December.
    2. Andy Chin Woon Fook & Omkar Dastane, 2021. "Effectiveness of Loyalty Programs in Customer Retention: A Multiple Mediation Analysis," Jindal Journal of Business Research, , vol. 10(1), pages 7-32, June.

    More about this item

    Keywords

    Brand Association; Brand Image; Perceived Value; Salesman Personality; Satisfaction.;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gtr:gatrjs:jmmr224. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Prof. Dr. Abd Rahim Mohamad (email available below). General contact details of provider: http://gatrenterprise.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.