Brand Distribution Service and Its Effect on Customer Value

Margaretha,, M. , & Halim,, R. E. (2018). Brand Distribution Service and Its Effect on Customer Value. The Journal of Distribution Science, 16(1), 29-36, https://doi.org/https://doi.org/10.15722/jds.16.1.201801.29

copy

Downloaded
Viewed

PDF Download

Abstract

Purpose - The purpose of the research is to further explore the understanding of the nature of the brand distribution service (i.e., service brand) by undertaking a quantitative investigation. We focus on the role of customer's perception of service brand on the customer value creation process. Research design, data, and methodology - This study used single cross-sectional design and 137 airline passengers as respondents using a convenience random sampling. We distributed the online questionnaires by email address. The empirical setting for this research is airline service in Indonesia with a consideration that airline service has the useful context for this research as the service delivery process involve extensive customer interactions with the airline and its employees. We then analyzed the data using multiple regression (step-wise) method to fulfill the research objectives. Results - Using the step-wise regression method, the result shows that the influential factors to create customer value are cost and company image. The result suggests a company to improve its costs components and its company image in order to increase the customer value. Conclusions - The research shows that costs play a critical role, and completed with the company image to form the customer value variable. This shows that mostly customer formed their value based on costs they sacrificed. Mainly, this evaluation is monetary cost based, while Indonesian customers tend to have a high value for money demands.

keywords: Customer Perception, Brand Distribution Service, Customer Value

Reference

Aaker, D. (1993). Managing Brand Equity. Journal of Business Strategy, 13(4), 27-32.

Aaker, J. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34(3), 347-356.

Berry, L. (2000). Cultivating Service Brand Equity. Journal of Academic Marketing Science. 28(1), 128-137.

Bitner, M. J. (1995). Building Service Relationship: It’s all about promises. Journal of Academic Marketing Science, 23(4), 236-245.

Bolton, R., & Drew, J. (1991). A Multistage Model of Customer's Assessment of Service Quality and Value. Journal of Consumer Research, 17(4), 375-384.

Brodie, R. J., Whittome, J. R. M., & Brush, G. J. (2009). Investigating the Service Brand: A Customer Value Perspective. Journal of Business Research, 62(3), 345- 355.

Brown, J., & Dacin, P. (1997). The Company and The Product: Corporate Associations and Consumer Product responses. Journal of Marketing, 61(1), 68-84.

Dawar, N., & Parker, P. (1994). Marketing Universals:Consumers’ use of brand name, price, physical appearance, and retailer. Journal of Marketing, 58(2), 81-95.

De Chernatony, L. (2003). From Brand Vision to Brand Evaluation . Oxford: Butterworth-Heinemman.

10.

Dobni, D., Zinkhan, G. M. (1990). In Search of Brand Image: A foundation analysis. Advertising Consumer Research, 17(1), 110-19.

11.

Hair, J. F. Jr., Anderson, R. E., Tatham, R. L., & Black, W. C. (2006). Multivariate Data Analysis. USA: Prentice Hall.

12.

Halim, R. E., & Elszuary Abrar Uzi Zulkarnain (2017). The Effect of Consumer Affinity, Ethnocentrism and Country Image Toward Willingness to Buy. Journal of Distribution Science, 15(4), 15- 23.

13.

Halim, R. E. (2017). The Impact of Trust-Distrust toward Quality of Life: The Case of Poor and non-Poor Household in Indonesia. European Research Studies Journal, 20(3A), 801-819.

14.

Keller. K. (1993). Conceptualizing, Measuring, Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-2.

15.

Kotler. P. (2003). Marketing Management. (11th ed.). New Jersey: Prentice Hall.

16.

Lovelock, C., & Wirtz, J. (2007). Services Marketing: People, Technology, Strategy. (6th ed.). New Jersey: Pearson Education.

17.

Malhotra, N. K. (2004). Marketing Research An Applied Orientation. (2nd ed.). New Jersey: Pearson Education.

18.

Padgett, D., & Allen, D. (1998). A Narrative Approach to Creating Service Brand Image. Journal of Advertising, 26(4), 55-62.

19.

Peter, J., Olson, P., & Jerry, C. (2005). Consumer Behavior & Marketing Strategy. (7th ed.). New York:McGraw-Hill.

20.

Riley, Dall’Olomo, F., & de Chartony, L. (2000). The Service Brand as the Relationship Builder. British Journal of Management, 11(2), 137-150.

21.

Sidershmukh, D., Singh, J., & Sabol, B. (2002). Customer Trust, Value and Loyalty in Relational Exchanges. Journal of Marketing, 66(1), 15-37.

22.

Sutarso, Y.. Halim, R. E.. Balqiah, T. E., & Tjiptoherijanto, P. (2017). The Role of Co-creation Activities, Trust and Gender on Higher Education Marketing Performance. European Research Studies Journal, 20(3A), 843-863.

23.

Vargo, S., & Lusch, R. (2004). Evolving To The New Dominant Logic for Marketing. Journal of Marketing, 68(1), 1-17.

24.

Zeithaml, V. (1998). Consumer Perception of Price, Quality and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2-22.

바로가기메뉴

Article Contents

Vol.16 No.1

Brand Distribution Service and Its Effect on Customer Value

Abstract

Reference

The Journal of Distribution Science