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DOI 10.35609/jmmr.2019.4.3(3)

Reference to this paper should be made as follows: Susanti, V; Sumarwan, U; Simanjuntak, M; Yusuf, E.Z. (2019). How to Manage Customer Satisfaction through Brand Association and Perceived Value Strategy, J. Mgt. Mkt. Review, 4(3) 184 – 193 https://doi.org/10.35609/jmmr.2019.4.3(3)

Received: June 11, 2019 | Accepted: September 23, 2019

How to Manage Customer Satisfaction through Brand Association and Perceived Value Strategy
Vonny Susanti, Ujang Sumarwan, Megawati Simanjuntak, Eva Z Yusuf
Graduate School of Management and Business, Bogor Agricultural University, Indonesia
Department of Family and Consumer Science, Graduate School of Management and Business, Bogor Agricultural University, Indonesia 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.

JEL Classification: M30, M31, M39.

URI: http://gatrenterprise.com/GATRJournals/JMMR/vol4.3_3.html

DOI: https://doi.org/10.35609/jmmr.2019.4.3(3)

Pages 184 – 193

Price: USD 25