THE INFLUENCE OF BRAND IMAGE AND CUSTOMER VALUE ON CUSTOMER LOYALTY OF NOKIA HIGH-END IN BANDUNG
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Date
2011-04-27
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Abstract
Blackberry has already changed the competition especially in Indonesia smart phone market. And Nokia, as market
leader in Indonesia cellular phone market, got the impact of this situation. Along this year, customer whom used Nokia
as their cell phone, tend to change their cell phone to Blackberry. The aim of this research is to understand The
Influence brand image and customer value on customer loyalty of Nokia High-end in Bandung. The qualitative,
descriptive, verificative analysis method is used in this research to discover brand image, customer value and customer
loyalty. This research also used the explanatory method to find out brand image and customer value on customer
loyalty of Nokia High-end in Bandung. The result showed that both variable signficantly influenced the customer
loyalty. And both of them have similar impact. Beside that, Nokia has a good image, and their customer value are in the
high level and also their customer loyal to them. Innovation could be done by the improvement of the fitur and benefit
that their competitors have such as BlackBerry for example the BlackBerry Massenger fitur. Chatting facility (Nokia
Messenger Facility) with all the Nokia’s owner in certain types could make Nokia more competitive to their competitors
such as BlackBerry. Improvement in product and service quality especially in accuracy and effectiveness of service
would be usefull for Nokia to keep their customer loyalty. Eventhough it is already good at service, but speed of service
and the accuracy still the pin point of the customer. Another variables such as the product mix, customer relation
management (CRM) can be used in the next research to discover the customer loyalty.
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Keywords
Brand Image, Customer Value, Customer Loyalty