THE EFFECT OF SERVICE AND BRAND IMAGE ON CUSTOMER VALUE AND ITS IMPLICATIONS ON VISITOR TRUST ( A STUDY IN THE BANDUNG METROPOLIS AREA) R. DEWI PERTIWI (a), DEDEN KOMAR PRIATNA (a*)
a) Universitas Winaya Mukti
a*) Universitas Winaya Mukti
Abstract
This study examines the trustworthiness of the management of historic buildings in the Bandung metropolis by assessing the performance of service experience, brand image and customer value. (1) Service Experience received by visitors, (2) Brand Image according to visitors, (3) Customer Value, (4) Visitor Trust, (5) The amount of influence Brand Experience and Service Image has on Customer Value either Simultaneously or partially, (6) The amount of influence Customer Value has on Visitor Trust.
This study uses descriptive survey and explanatory survey methods. The nature of descriptive and verification research. Primary data is distributed to a sample of 375 respondents. Respondents who came to visit the heritage building. Descriptive analysis is done by tabulating data for the average value category, for verification analysis using Structural Equation Modeling (SEM) and processing using Lisrel 8.7. The feasibility of the tested model is carried out through the conformity criteria with theoretical logic, accuracy of parameter estimates, explanatory abilities, and predictability.
The results show that: (1) the Service Experience has been received by visitors to the Heritage building as an average answer of 3,221 including a fairly good category, (2) Heritage Brand stated to be quite good. (3) Customer Value has an average of 3.349 to a fairly good category, (4) The Heritage Visitor has an average good category, (5) Brand Service and Image Experience significantly influences Customer Value on visitors both simultaneous or partial and service experience give a greater influence than the Brand Image of Customer Value, (6) Customer Value has a significant effect on Visitor Trust.
Keywords: Service Experience, Brand Image, Customer Value, and Trust
