by : Kanaidi
(Published : Competitive 0216-2539 Vol.01/2010; No.6 :25-40)
(Published : Competitive 0216-2539 Vol.01/2010; No.6 :25-40)
ABSTRACT
This study aims to determine the influence of customer value and corporate image to the customers loyalty of Postal Parcel Services in Bandung Raya. The study was conducted of 120 users of Postal Parcel Services in the Bandung Raya as the study sample. Primary data obtained through observation, interview and questionnaire validity and reliability have been tested first.
The data were analyzed descriptively using descriptive analysis method to determine the level of service customers value, service user assessment of the Postal Parcel Services corporate image, and level of service user loyalty of Postal Parcel Services (The Loyalty Pyramid Analysis), and verification analysis using path analysis and hypothesis testing to assess the influence of customer value and corporate image to the loyalty of customers’ of Postal Parcel Services in the Bandung Raya.
Based on the research found that service in the area of Postal Parcel Services Bandung is considered beneficial for customers and of the corporate image is considered to be professional, already provides the best service and modern, as well as service users of Postal Parcel in Bandung Raya is included in the category of loyal customers. The result of path analysis and hypothesis test shows that customer value and corporate image has significant influence, either simultaneously or partially, to the loyalty of the service users of Postal Parcel in the Bandung Raya.
Keywords: customer value, corporate image and customer loyalty.
INTRODUCTION
1.1. Background
The company engaged in courier services interested in the development of services and company image, and customer loyalty. In the process of shipping transactions, the consumer is hoping for a quality service as promised the company includes: on-time delivery, fast (speed), safe (secure) during delivery, and the presence of trace and track facility that allows consumers to know the status of the goods / documents sent. On the other hand consumers are also hoping to get a convenient services include elements of hygiene in the service, courteous and competitive rates. Companies that can meet these demands will be able to create a competitive advantage through service excellence (superior services), which according to Tjiptono and Gregory (2005:119) was formed through the integration of the four pillars which are closely related to each other, namely: speed, accuracy, hospitality, and convenience services.
PT. Pos Indonesia (Persero) as one of State-Owned Enterprises (SOEs) which is engaged in delivery of goods and documents, in addition to facing tough competition from private courier companies mentioned above, also compete with transport services company or Fright forwarding (Kertajaya, 1999: 27-28). Although the number of physical network service post offfices that there are currently as many as 4760 points of service throughout Indonesia, but when viewed from the market share that can be achieved service delivery (Postal Parcel Services) at PT. Pos Indonesia (Persero), a new control approximately 4% of the total freight market in Indonesia. So even when viewed from the contribution of Postal Parcel Services to total income of PT Pos Indonesia (Persero), until 2006, this new service capable of contributing 12% of the total income of PT Pos Indonesia (source: Business Logistics PT Pos Indonesia, 2006).
Artikel lengkap dikompilasi oleh/hubungi :
This study aims to determine the influence of customer value and corporate image to the customers loyalty of Postal Parcel Services in Bandung Raya. The study was conducted of 120 users of Postal Parcel Services in the Bandung Raya as the study sample. Primary data obtained through observation, interview and questionnaire validity and reliability have been tested first.
The data were analyzed descriptively using descriptive analysis method to determine the level of service customers value, service user assessment of the Postal Parcel Services corporate image, and level of service user loyalty of Postal Parcel Services (The Loyalty Pyramid Analysis), and verification analysis using path analysis and hypothesis testing to assess the influence of customer value and corporate image to the loyalty of customers’ of Postal Parcel Services in the Bandung Raya.
Based on the research found that service in the area of Postal Parcel Services Bandung is considered beneficial for customers and of the corporate image is considered to be professional, already provides the best service and modern, as well as service users of Postal Parcel in Bandung Raya is included in the category of loyal customers. The result of path analysis and hypothesis test shows that customer value and corporate image has significant influence, either simultaneously or partially, to the loyalty of the service users of Postal Parcel in the Bandung Raya.
Keywords: customer value, corporate image and customer loyalty.
INTRODUCTION
1.1. Background
The company engaged in courier services interested in the development of services and company image, and customer loyalty. In the process of shipping transactions, the consumer is hoping for a quality service as promised the company includes: on-time delivery, fast (speed), safe (secure) during delivery, and the presence of trace and track facility that allows consumers to know the status of the goods / documents sent. On the other hand consumers are also hoping to get a convenient services include elements of hygiene in the service, courteous and competitive rates. Companies that can meet these demands will be able to create a competitive advantage through service excellence (superior services), which according to Tjiptono and Gregory (2005:119) was formed through the integration of the four pillars which are closely related to each other, namely: speed, accuracy, hospitality, and convenience services.
PT. Pos Indonesia (Persero) as one of State-Owned Enterprises (SOEs) which is engaged in delivery of goods and documents, in addition to facing tough competition from private courier companies mentioned above, also compete with transport services company or Fright forwarding (Kertajaya, 1999: 27-28). Although the number of physical network service post offfices that there are currently as many as 4760 points of service throughout Indonesia, but when viewed from the market share that can be achieved service delivery (Postal Parcel Services) at PT. Pos Indonesia (Persero), a new control approximately 4% of the total freight market in Indonesia. So even when viewed from the contribution of Postal Parcel Services to total income of PT Pos Indonesia (Persero), until 2006, this new service capable of contributing 12% of the total income of PT Pos Indonesia (source: Business Logistics PT Pos Indonesia, 2006).
Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management).
e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id
Butuh Artikel/Jurnal lainnya ?, click di :
- Jurnal Business & Marketing
- Jurnal Manajemen Sdm
- Daftar-Judul-Hasil-PENELITIAN-Relevan
- Jurnal Kualitas Jasa (Servqual)
- Jurnal Loyalitas Pelanggan (Loyalty)
- Jurnal Corporate Image
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