How to Manage Customer Satisfaction through Brand Association and Perceived Value Strategy

Abstract

Objective – The purpose of this study is to identify which factor has a stronger influence on customer satisfaction: perceived value or brand association. By understanding the influencer, the seller understands what policies and implications should be addressed to maintain and even enhance customer loyalty. Methodology/Technique – This empirical study uses a quantitative method and employs a PLS program to ensure a correlation between the constructs. Findings – The study concludes that brand association is a crucial determinant factor in customer satisfaction. Brand associations influence satisfaction relatively more than perceived value does. From the customer perspective, brand associations are affected more by salesman personality than brand image. Type of Paper: Empirical Keywords: Brand Association; Brand Image; Perceived Value; Salesman Personality; Satisfaction. Reference to this paper should be made as follows: Susanti, V; Sumarwan, U; Simanjuntak, M; Yusuf, E.Z. 2019. How to Manage Customer Satisfaction through Brand Association and Perceived Value Strategy, J. Mgt. Mkt. Review 4(3) 184 – 193 https://doi.org/10.35609/jmmr.2019.4.3(3) JEL Classification: M30, M31, M39.