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.