Penciptaan Superior Customer Value Dalam Persaingan Merek Kartu Telepon Selular di Kota Mataram

Junaidi, Sagir (2012) Penciptaan Superior Customer Value Dalam Persaingan Merek Kartu Telepon Selular di Kota Mataram. Penciptaan Superior Customer Value Dalam Persaingan Merek Kartu Telepon Selular di Kota Mataram, 12 (1). pp. 149-165. ISSN ISSN : 1693-0975

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Official URL: http://jrm.unram.ac.id

Abstract

This study aims to analyze customers value among three brands of Subscriber Identification Module (SIM) Cards in the city of Mataram. The research was developed base on descriptive study by using sample survey with one hundred respondents. They were purposively selected as long as they were users of the following brands: Simpati, IM3 and XL. These brands were the most popular brand in the city. The study gathered secondary and primary data which was collected through observation and face to face interviews. For the purpose of analyses of superior customers value, Customer Matrix Model was employed. It was found that Simpati was in route 3 where customer value: high price with moderate Perceive Use Value (PUV). IM3 together with XL in route 6 characterized by low price and moderate PUV. However PUV of Simpati was higher than IM3 and XL. Regarding perception on price, service performance of XL. Was the best, followed by IM3 and Simpati

Item Type: Article
Keywords (Kata Kunci): Superior Customer Value, PUV., Customer Matrix Model, Posisi Persaingan
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi
Depositing User: Drs. H. Junaidi Sagir MBA
Date Deposited: 19 Aug 2022 14:48
Last Modified: 19 Aug 2022 14:48
URI: http://eprints.unram.ac.id/id/eprint/29666

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