ANALISIS PENGARUH CONSTRUED EXTERNAL IMAGE OF THE COMPANY, PERCEIVED SALES PERSON CHARACTERISTIC, PERCEIVED COMPANY CHARACTERISTIC TERHADAP CUSTOMER EXTRA ROLE BEHAVIOUR MELALUI CUSTOMER COMPANY IDENTIFICATION PADA HOTEL ARTOTEL DI SURABAYA

Abstract

This research is aimed to know the effect of construed external image of the company, perceived sales person characteristic, perceived company characteristic to customer extra role behavior through customer company identification at Artotel hotel in Surabaya. Samples used in this study are consumers who had stayed at Hotel Artotel Surabaya in the last 6 months. The number of respondents in this study were as many as 120 people of male or female sex. The age limit used is age 18- 60 years. For processing and data sampling in this study, researchers used AMOS 16.0 software. The results of this study show that if construed external image of the company, perceived sales person characteristic and perceived company characteristic have significant effect to customer extra role behavior through customer company identification. In this research, the influence of construed external image of the company, perceived sales person characteristic, perceived company characteristic toward customer extra role behavior through customer company identification. From this research there are variables that have the greatest influence among others perceived company characteristics to customer company identification with regression coefficient of 0.539. Followed by variable construed external image of the company to customer company identification with regression coefficient of 0454. Next is the variable customer company identification of customer extra role behaviour with regression coefficient of 0.374. The last variable is Perceived salesperson characteristics to customer company identification with regression coefficient of 0.346.