THE INFLUENCE OF BRAND IMAGE AND CUSTOMER VALUE ON CUSTOMER LOYALTY OF NOKIA HIGH-END IN BANDUNG
Adriansyah Anwara, Tezza
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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.