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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Date
2013-06-10
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3rd International Conference on Management, conference Master Recources
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.
Description
Keywords
Retailing Mix Performance, Customer Relationship Management, Customer Value, Corporate Image