CAN PRODUCT LEADERSHIP BE A PREDICTOR OF A CUSTOMER’S LOYALTY?

https://doi.org/10.22146/jieb.6214

MS. Eric Santosa(1*)

(1) Universitas Stikubank
(*) Corresponding Author

Abstract


Leading companies commonly employ a particular strategy to cover a market. They might choose product leadership, service support excellence, customer intimacy strategy, as well as a combination of them. The use of these strategies is obviously to gain more customers, since the product becomes a choice as an effect of the brand equity strengthening. While firms are very concerned with customer loyalty to maintain a stable sales volume, a question arises whether the brand equity has an effect on the customer’s loyalty. Logically, if a strategy can develop the product’s brand equity which in turn propels cutomers to buy it, it will hopefully improve customers’ loyalty as well. Therefore, this study is designed to answer the questions, (1) which strategy (among the three) adds power to the brand equity, (2) the brand equity is influential to the customer’s loyalty, and (3) the product leadership can predict the customer’s loyalty. Three antecedents of brand equity are employed, i.e. product leadership, service support excellence, and customer intimacy. These three variables, along with brand equity can also indicate as predictors of customer’s loyalty. A sample consisting of 100 respondents withdrawn through a judgment method. Data were analyzed by Amos 5.0 and SPSS 16.0. The results denote that the relationships between product leadership and customer intimacy to brand equity, also brand equity to customer’s loyalty are significant. On the contrary, the relationship of service support excellence to brand equity and the relationship of product leadership to customer’s loyalty are trivial.


Keywords


product leadership, service support excellence, customer intimacy, brand equity, customer’s loyalty

Full Text:

PDF



DOI: https://doi.org/10.22146/jieb.6214

Article Metrics

Abstract views : 935 | views : 444

Refbacks

  • There are currently no refbacks.




Copyright (c)



Journal of Indonesian Economy and Business

Journal

Editorial Team
Focus and Scope
Peer Review Process
Publication Ethics
Screening for Plagiarism

Authors

Author Guidelines
Submission Guidelines
Online Submissions
Copyright Notice
Privacy Statement
Author Fees

Download

Author Pack
Submission Form & Manuscript Template

 

Reviewer

Reviewer Guidelines
Reviewer Acknowledgement

 

Reader

General Search
Achieves
Author index
Title index

 

 

The Journal of Indonesian Economy and Business (print ISSN 2085-8272; online ISSN 2338-5847) is published by the Faculty of Economics and Business Universitas Gadjah Mada, Indonesia. The content of this website is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License

© 2019 Journal of Indonesian Economy and Business 
 Visitor Statistics