THE EFFECT OF PRICE PERCEPTION AND VULNERABILITY TO CUSTOMER LOYALTY AND INTENTIONS TO SWITCH THROUGH PRICE OFFER FAIRNESS, PRICING PROCEDURE FAIRNESS, SATISFACTION WITH DEALER SERVICE, CAR UPON DELIVERY, AND PURCHASE ON TOYOTA CUSTOMER IN SURABAYA
Abstract
The purpose of this reserch is to know and analyze the the effect of price
perception and vulnerability to customer loyalty and intentions to switch through
price offer fairness, pricing procedure fairness, satisfaction with dealer service, car
upon delivery, and purchase on Toyota customer in surabaya. The researcher
include consumers’ price perceptions as an important factor that influences overall
satisfaction judgments. Also this research wants to add a connection between
satisfied customer with customer loyalty and intention to switching to another
brand even if they are satisfied with their purchase. Therefore the concept of this
research is not stopped on satisfied customer to knowing better the extension of
customer satisfaction
This research is using covenience sampling. For sample collection method,
this research will be given a questionnaire to the customer of the Toyota. This
study employed multi stage sampling design to determine the number of sample
needed. The number of sample for this study was 100 people that have been
purchase Toyota car.
The result of this research, there are positive corelation direct and
indirectly between each variable. Therefore all hyphotehses in this sturdy are
being completed.
To the future reserach, it can used other variables that can enchance and
strenghtent the low correlation of variables in this research.