PENGARUH MARKETING CAPABILITY TERHADAP CUSTOMER LOYALTY DENGAN CUSTOMER ENGAGEMENT DAN COMPETITIVE ADVANTAGE SEBAGAI VARIABEL INTERVENING PADA INDOSAT OOREDOO DI SURABAYA

Ervan Alexander Okhotan(1*),


(1) 
(*) Corresponding Author

Abstract


The development of communication media lead to an increase number of mobile device users in Indonesia, especially in Surabaya. This issue causes the telecommunication services become a major needs of the public so that Indosat Ooredoo face strong competition in winning the market. This research aims to analyze the effects of Marketing Capability  towards Customer Loyalty at Indosat Ooredoo in Surabaya with Customer Engagement  and Competitive Advantage as intervening variable. This research was conducted by distributing questionnaires to 100 respondents which are customer of Indosat Ooredoo. Quantitative analysis with path analysis model method were used for the techinal analysis.


Keywords


Marketing Capability, Customer Engagement, Competitive Advantage, Customer Loyalty

Full Text:

PDF

References


Bowden, J. L. (2009). The Process of Customer Engagement : A Conceptual Framework. Journal of Marketing Theory and Practice, 17(1), 63–74.

Day, G. S. (1994). The of Market-Drive Capabilities Organizations. Journal of Marketing, 58(4), 37–52.

Kaleka, A. (2002). Resources and capabilities driving competitive advantage in export markets : guidelines for industrial exporters. Industrial Marketing Management, 31, 273–283.

Malhotra, N. K. (2004). Marketing research : an applied orientation (4th Ed). New Jersey: Upper Saddle River.

Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63, 33–44.

Ooredoo. (2015). Indosat Menjadi “Indosat Ooredoo” Hadirkan Dunia Digital Bagi Semua. Retrieved March 8, 2016, from http://www.ooredoo.com/id/media/news_view/Indosat-Ooredoo-to-make-Indonesias-digital-society-accessible-for-all

Porter, M. (1998). The competitive advantage of nations. Free Press.

So, K. K. F., King, C., Sparks, B. A., & Wang, Y. (2014). The Role of Customer Engagement in Building Consumer Loyalty to Tourism Brands. Journal of Travel Research, 1–15.

Sugiyono. (2009). Metode penelitian bisnis : pendekatan kuantitatif, kualitatif, dan R & D (Cetakan 14). Bandung: Alfabeta.

Uncles, M. D., Dowling, G. R., & Hammond, K. (2003). Customer loyalty and customer loyalty programs. Journal of Consumer Marketing, 20(4), 294–316.

Vorhies, D. W., & Morgan, N. A. (2005). Benchmarking Marketing Capabilities for Sustainable Competitive Advantage. Journal of Marketing, 69(January), 80–94.

We Are Social. (2016). Digital in 2016. Retrieved March 8, 2016, from http://wearesocial.sg/blog/2016/01/digital-2016/

Zeitaml, V., & Bitner, M. (1996). Services Marketing (7th Ed). New York: The McGraw Hill Company, Inc.


Refbacks

  • There are currently no refbacks.