The Development of Customer Value in the Small Medium Enterprises (SMEs)
Abstract
Customer value is the evaluation done by customers to assess the usefulness gained from products or services for the necessary cost. This is the key to success because many companies can increase their sales with customer value and price. This research is related to customer value and small to medium enterprises or UKM in Surabaya with dimensions from consumer worth including extrinsic and intrinsic cues, visual appeal, excellence, efficiency, and price satisfaction. This sample uses 100 respondents for data analysis using a double regression method. The research results show that extrinsic and intrinsic cues, excellence, and price satisfaction significantly influence customer value, while the variables of visual appeal and efficiency do not significantly influence customer value.
Keywords: customer value, extrinsic and intrinsic cues, visual appeal, excellence, efficiency, price satisfaction
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