Relationship Between Customer Value and Brandlmage Toward Customer Satisfaction and Customer Retention on Mome Appliance Industry?

Abstract

In the era of globalization, there are many business opportunities as well as business challenges for companies. Companies have to compete for the best products and services for customers to be able to deliver their value to the customers. Corporate brand image is a key factor that supports the image of a company to be easily remembered by consumers. In the process of seizing and retaining customers, there should be a strategy that requires a commitment in both money and human resources that aim to make products that are offered in accordance with the wishes and needs of customers so as to give satisfaction to the customer. Consumer expectation now is to obtain good products with high brand image, if these expectations are met, they will feel satisfied and consequently become more loyal consumers. Based on calculations, we found that the value of customers significantly influence customer satisfaction. Customer value significantly influence customer retention with customer satisfaction as a mediating variable. Customer value significantly influence customer retention. Brand image significantly influence customer satisfaction. Brand image significantly influence customer retention with customer satisfaction as a mediating variable. Brand image significantly influence customer retention. Customer satisfaction significantly influence customer retention at Home Appliance Industry.