THE PERFORMANCE OF RETAILING MIX AND CUSTOMER RELATIONSHIP MANAGEMENT FOR INCREASING CUSTOMER VALUE AND CORPORATE IMAGE OF PERTAMINA GASOLINE STATION FOR PUBLIC USE ( A Survey on Pertamina of Gasolin Station For Public Use Customer in Job Region I )

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THE PERFORMANCE OF RETAILING MIX AND CUSTOMER RELATIONSHIP MANAGEMENT FOR INCREASING CUSTOMER VALUE AND CORPORATE IMAGE OF PERTAMINA GASOLINE STATION FOR PUBLIC USE ( A Survey on Pertamina of Gasolin Station For Public Use Customer in Job Region I )

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Title: THE PERFORMANCE OF RETAILING MIX AND CUSTOMER RELATIONSHIP MANAGEMENT FOR INCREASING CUSTOMER VALUE AND CORPORATE IMAGE OF PERTAMINA GASOLINE STATION FOR PUBLIC USE ( A Survey on Pertamina of Gasolin Station For Public Use Customer in Job Region I )
Author: Rachmawati, Mariana
Abstract: This research focus on analysing how to create the favourable brand image to the customer by analysing the customer perception of the performance retailing mix, the customer relationship management, and the customer value. Therefore, Method of Analysis : Descriptive Analysis for: Ha-1 s.d Ha-4 with the present frequency tables, charts and graphs as well as scores and indices. This research also creates some hypothesis Analysis Verifikatif for Analysis ;H-5 s.d. H-8 with Structural Equation Modeling. And test Chi-Squarand, the instrumen of kuisioner,The analysing unit of this research is the gas station that is managed by Pertamina, and the observation unit is the customer.The research result shows that: (Ha.1) Most indicators of the gas stations’ retailing mix shows the positive performance, but some of them not showing the good performance (Ha.2) Most indicators of the gas stations’ customer relationship management shows the positive performance, where some of them not showing good performance, reward system, customer gathering (Ha.3) The customer value indacators shows the positive performance, especially on the benefit and cost (monetery, time, energy, physic) (Ha.4) The image of the gas stations shows the positive performance, except on the personnel and location that need some improvements.(Ha.5) The correlation between retailing mix performance and customer relationship management is significant. Eventhough it has a small significant score, this variable should be paid attention (Ha.6) The influence of retailing mix program and the customer relationship management towards the customer value is significant (Ha.7) The influence of retailing mix program and the customer relationship management towards the corporate image is significant (Ha.8)The corellation between customer value and image of the gas station is significant. and p-value= 0,999 > 0,05 Goodness of Fit Index (GFI) = 0,98 has a value approaching 1 Its means that the model is poured into the research paradigm in accordance with the conditions of empirical researchand ,the finnding This research is for create the favourable the brand image to the customer by analysing the customer perception of the performance retailing mix, the customer relationship management, and the customer value from implementsi is good.
URI: http://repository.widyatama.ac.id/xmlui/handle/123456789/3430
Date: 2013-06-10


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