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

Vonny Susanti ()
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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:

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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.

Keywords: Brand Association; Brand Image; Perceived Value; Salesman Personality; Satisfaction. (search for similar items in EconPapers)
JEL-codes: M30 M31 M39 (search for similar items in EconPapers)
Pages: 10
Date: 2019-09-23
New Economics Papers: this item is included in nep-ipr and nep-sea
References: View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Published in Journal of Management and Marketing Review, Volume 4, Issue3

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