THE INFLUENCE OF BRAND IMAGE, CUSTOMER VALUE, EXCELLENT SERVICE, AND CUSTOMER EXPERIENCE TOWARDS CUSTOMER SATISFACTION AND ITS IMPACT ON CUSTOMER LOYALTY AMONG TELECOMMUNICATION INDUSTRY IN SOUTH SULAWESI
Publication Date : 01/09/2016
Brand image is an influential factor on lustomer loyalty, among customers in acrtoss the Telecommunications Industry. This study aims to analyze, the influence of brand image, customer value, excellent service, and customer experience to customer satisfaction, and on customer loyalty, which influence customer satisfaction. This study examined the relationship between independednt and dependent variables through explanatory research. The location of this research was in Pare-Pare in South Sulawesi, Makassar and Bulukumba region of Indonesia, with the target population of customers who have used atleast a mobile card. Measurement of the variables was done using a Likert scale and the data were analyzed using Structural Equation Modeling (SEM). These results indicate that there are nine point direct influences. Six lanes significant influence that the brand image, customer value, excellent service and customer experience on customer satisfaction and customer loyalty; customer experience and customer satisfaction on customer loyalty and among the hypothesis, three were not significant, which the brand image, customer value and excellent service to customer loyalty. Further brand image, customer value, excellent service and the customer experience had significant indirect on influence customer loyalty through customer satisfaction. Based on the result it is suggested that the brand image, customer value, excellent service and customer experience have a dominant influence on customer satisfaction and that should be maintained. While the brand image, customer value, excellent service and customer experiences were at low level on customer loyalty that needs to be improved for better customer loyalty telecommunications industry in South Sulawesi.
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