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FACTORS INFLUENCING PERCEIVED VALUE AND
ITS IMPACT ON LOYALTY MEDIATED BY
SATISFACTION TOWARDS CONVERSE STORE AT
SUMMARECON MALL BEKASI
By
Ellena Septiani Jayanthi
015201400027
A Skripsi presented to the
Faculty of Business President University
In partial fulfillment of the requirements for
Bachelor Degree in Business Administration
February 2018
ii
PLAGIARISM
CONSENT FOR INTELECTUAL PROPERTY RIGHT
Tittle of
Skripsi :
Factors Influencing Perceived Value and Its Impact on Loyalty
Mediated by Satisfaction
1. The Author hereby assigns to President University the copyright to the
Contribution named above whereby the University shall have the exclusive
right to publish the Contribution and translations of it wholly or in part
throughout the world during the full term of copyright including renewals
and extensions and all subsidiary rights.
2. The Author retains the right to re-publish the preprint version of the
Contribution without charge and subject only to notifying the University
of the intent to do so and to ensuring that the publication by the University
is properly credited and that the relevant copyright notice is repeated
verbatim.
3. The Author retains moral and all proprietary rights other than copyright,
such as patent and trademark rights to any process or procedure described
in the Contribution.
4. The Author guarantees that the Contribution is original, has not been
published previously, is not under consideration for publication elsewhere
and that any necessary permission to quote or reproduce illustrations from
another source has been obtained (a copy of any such permission should
be sent with this form).
5. The Author guarantees that the Contribution contains no violation of any
existing copyright or other third-party right or material of an obscene,
indecent, libellous or otherwise unlawful nature and will indemnify the
University against all claims arising from any breach of this warranty.
6. The Author declares that any named person as co-author of the
Contribution is aware of this agreement and has also agreed to the above
warranties.
Name : Ellena Septiani Jayanthi
Date : January 10th
, 2018
Signature :
ACKNOWLEDGEMENT
The very first gratefulness is delivered to The Almighty, Allah SWT, The
Greatest Creator and The Best Motivator to His everlasting and mercy keeping me
tough during my study. It‟s His endless and continuous kindness that make me
possible to complete my skripsi in order to fulfill the requirement of bachelor‟s
degree in Business Administration at President University.
I am very thankful to my advisor, Mr. Suresh Kumar. It is a fortune and
bless for me having such a great advisor like him. He has been very professional
supervising me to accomplish my skripsi writing. He is also very cooperative
conveying his clear and sensible ideas for the sake and the goodness of my
skripsi. I can do nothing to repay all his kindness, but I hope that God will always
bless him along his life.
My appreciation also goes to all lecturers in President University who
have teached me in this past three years. Especially lecturers in Business
Administration major, Mr. Suresh Kumar as my advisor, Mrs. Anggraeni
Permatasari, Mr. Aloysius Bambang Memet Witono, Mrs. Kunthi Afrilinda
Kusumawardani, Mr. Adhi Setyo Santoso, Mr. Andreas Yumarma, Mrs. Farida
Komalasari, and others lecurers that I can not mention one by one.
My endless love is dedicated to my beloved family, my parents, my
brother, and my sisters who always beside me to support and encourage me in
every situation. Their love gives me a strength to pass this study on time. Without
them, I am not sure I can do this far.
Last but not least, thanks of mine go to my special person, Mukti Faddili
who support me unconditionally, my friends since senior high school “Ciwi-ciwi”
(Nutria, Maharani, Helen, Titania Goi) who always give a support and advise for
my study, my friends in university “Mecin Squad” (Intan, Jeanice, Novita,
Amanda, Debora) who accompany me in this past three years, struggling together,
and help each other, special thanks to Jeanice and Monica who guide and give
some ideas for my skripsi, also my beloved friends Riri and Azizah which I
regarded as my own sister. They support me in every way and give me a confident
to finish this study. Thank you guys, you all mean so much to me.
Cikarang, Indonesia, February 2018
Ellena Septiani Jayanthi
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TABLE OF CONTENTS
TABLE OF CONTENTS ......................................................................................... i
ABSTRACT ............................................................................................................ v
CHAPTER I ............................................................................................................ 1
INTRODUCTION .................................................................................................. 1
1.1 Background .............................................................................................. 1
1.2 Significance of Study ............................................................................... 4
1.3 Limitation ................................................................................................. 4
1.4 Organization of Skripsi ............................................................................ 5
CHAPTER II ........................................................................................................... 6
LITERATURE REVIEW........................................................................................ 6
2.1 Brand Image ............................................................................................. 6
2.1.1 Definition of Brand Image ................................................................ 6
2.1.2 Construct Measurement of Brand Image .......................................... 7
2.2 Price .......................................................................................................... 7
2.2.1 Definition of Price ............................................................................. 7
2.2.2 Construct Measurement of Price ....................................................... 7
2.3 Retail Service Quality .............................................................................. 8
2.3.1 Definition of Retail Service Quality ................................................. 8
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2.3.2 Construct Measurement of Retail Service Quality............................ 9
2.4 Perceived Value ...................................................................................... 10
2.4.1 Definition of Perceived Value ......................................................... 10
2.4.2 Construct Measurement of Perceived Value ................................... 11
2.5 Customer Satisfaction ............................................................................. 11
2.5.1 Definition of Customer Satisfaction ............................................... 11
2.5.2 Construct Measurement of Customer Satisfaction .......................... 12
2.6 Customer Loyalty ................................................................................... 12
2.6.1 Definition of Customer Loyalty ...................................................... 12
2.6.2 Construct Measurement of Customer Loyalty ................................ 13
2.7 Relationships Among Variables ............................................................. 13
2.7.1 Relationship between Brand Image and Perceived Value .............. 13
2.7.2 Relationship between Price and Perceived Value ........................... 14
2.7.3 Relationship between Retail Service Quality and Perceived Value 15
2.7.4 Relationship among Perceived Value, Customer Satisfaction and
Customer Loyalty ............................................................................ 16
2.8 Research Gap .......................................................................................... 17
CHAPTER III ....................................................................................................... 19
METHODS ........................................................................................................... 19
3.1 Theoretical Framework .......................................................................... 19
3.2 Hypothesis .............................................................................................. 19
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3.3 Operational definition of Variables ........................................................ 20
3.4 Instrument ............................................................................................... 20
3.5 Sampling Design .................................................................................... 20
3.6 Data Gathering ....................................................................................... 20
3.7 Data Analysis ......................................................................................... 21
CHAPTER IV ....................................................................................................... 22
RESULT AND DISCUSSION ............................................................................. 22
4.1 Validity and Reliability Test .................................................................. 22
4.2 Respondent Profile ................................................................................. 23
4.3 Descriptive Analysis ............................................................................... 24
4.3.1 Brand Image .................................................................................... 24
4.3.2 Price................................................................................................. 25
4.3.3 Retail Service Quality ..................................................................... 26
4.3.4 Perceived Value .............................................................................. 30
4.3.5 Customer Satisfaction ..................................................................... 31
4.3.6 Customer Loyalty ............................................................................ 32
4.4 Inferential Analysis ................................................................................ 33
4.5 Discussion .............................................................................................. 36
CHAPTER V ......................................................................................................... 37
CONCLUSION ..................................................................................................... 37
5.1 Hypothesis Answer ................................................................................. 37
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5.2 Further Recommendations ..................................................................... 37
REFERENCES ...................................................................................................... 39
APPENDIX ........................................................................................................... 46
TABLES AND FIGURES .................................................................................. 104
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ABSTRACT
Purpose
The purpose of this research is to find out what factors that influence perceived
value and it‟s impact on loyalty which mediated by satisfaction towards shoes
store in specific mall. Several factors tested are image, price, and retail service
quality.
Design/Methodology/Approach
Questionnaire is one of the tool to complete this research. The questionnaires
were distributed through online with 54 statements. 261 questionnaires were
spreaded towards customer who have visit Converse store at Summarecon Mall
Bekasi. This research was using convenience sampling technique and a total of
226 questionnaires are usable to analyze. Furthermore, factor analysis was used to
test the validity of variable and Cronbach‟s Alpha to test the reliability. At the
last, Structural Equation Model (SEM) was used as a tool to test the fitness of
theoretical framework and find out the result of hypothesis.
Findings
This study found that retail service quality has significant influence on perceived
value, perceived value has significant influence on customer satisfaction,
perceived value has significant influence on customer loyalty, and customer
satisfaction has significant influence on customer loyalty. However, brand image
has no significant influence on perceived value and price has no significant
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influence on perceived value. These two hypotesis were rejected since the p value
is not meet the requirement.
Originality/Value
The author guarantee that this research with the tittle of factors influencing
perceived value and it‟s impact on loyalty mediated by satisfaction towards
Converse store at Summarecon Mall Bekasi has not been done before.
Keywords : Perceived Value, Loyalty, Satisfaction, Image, Price, Retail Service
Quality.
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CHAPTER I
INTRODUCTION
This chapter discussing about phenomenon and problem of the research,
from its problem the author found some research questions and the objective of
the research. This chapter also explain the significant of study, limitation, and
organization of skripsi.
1.1 Background
Fashion style is always changes. The changes are happening more rapidly
than other aspects such as language, thinking and others. Fashion may vary in one
community group depending on age, social class, generation, occupation and
geographical position also depends on time. And in the 2000s, today, fashion
trends are more tolerant to personal taste. Everyone is free to choose its own
fashion genre. There are various styles of choices such as Harajuku style,
Bohemian, Gothic, Masculine, Casual, Feminine, and others (Andianty, 2015).
Figure 1.1 Global Fashion Sales Growth Rates (%)
Compared to others style which mention above, casual style always fits in
with daily activities. One of the icons that can make someone look casual is the
use of sneakers. By using it, someone can still look stylish and comfortable at
once. According to the high number of sneaker fans, figure 1.1 shows that the
growth rate of global footwear sales has increased from the previous year. In
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2015-2016 the percentage of sales is 1-1.5%, in the year 2016-2017 become 1.5-
2.5% (Future Fashion, 2017). It indicates that footwear contributes significantly to
the global fashion. If talking about footwear especially sneakers, this industry has
a lot of brands that are very popular and loved by many people such as Nike,
Adidas, Vans, Converse, Puma, and others (Elena, 2018). Furthermore, Indonesia
also has some popular footwear brand such as Piero, Eiger, Tomkins, League,
Precise, and others (DH, 2016).
Converse is the oldest brand than others. Converse is an American shoe
company that has been established since 1908 and founded by Marquis Mills
Converse. The headquarter is located in Boston, Massachusetts, United States. In
2003, it was purchased for $309 million (USD) as a subsidiary of Nike, Inc.
Through 75 company owned-retail stores in the United States, Converse can sell
its products in more than 160 countries (Converse Story, n.d.). Converse provides
an official website at www.converse.com, the website can help if someone needs
more information about a specific product/ want to shop through online
(Converse, n.d.).
Figure 1.2 Revenue of Converse Worldwide from 2010 to 2017
Based on trendrr‟s website, in this year Converse placed the 10th rank of the
best shoes brand in the world, the top five brand hold by New Balance, Nike, and
Under Armour, Adidas, and Puma (Elena, 2018). While in Indonesia, Converse
ranked 5th in the category of casual shoes brand with a percentage of 6.3%. The
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1st rank of casual shoe brands in Indonesia is Bata by 19.3%, followed by Nike at
12.2%, and Adidas 11.2% (Top Brand Award, 2017). In 2016 Converse global
revenues was decreased than the previous year from 1.98 billion USD to 1.95
billion USD. However, by 2017 Converse has managed to raise revenues by 2,04
billion USD as describe in the figure 1.2.
By reviewing the data above, it shows that Converse has many competitors
both in Indonesia or in the world. For global scope, their competitors are Nike,
New Balance, Adidas, Under Armour, and Puma. While, in Indonesia the
competitors are Bata, Nike, and Adidas. If both scopes are summarized, then Nike
and Adidas are the most powerful competitors for Converse. Because both of
them became Converse rivals in Indonesia and globally.
Consumers are more likely to purchase the products of a well-known brand
with a positive image, because a brand with a good image will enhance consumer
perceived value (Soltani, Esfidani, Jandaghi, & Soltaninejad, 2016). Likewise,
previous research highlights product price as one key driver that influences the
perceived value (Calvo-Porral & Lévy-Mangin, 2017). Gumussoy & Koseoglu
(2016) confirmed the significant effect of service quality on perceived value, they
also reveal that company should focus on to increase customer satisfaction and
value perception in order to have loyal customers.
Based on those condition, there are six questions discussed, as follows: (1) Is
the image influence perceived value? (2) Is the price influence perceived value?
(3) Is the retail service quality influence perceived value? (4) Is perceived value
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influence customer satisfaction? (5) Is perceived value influence customer
loyalty? (6) Is customer satisfaction influence customer loyalty?
The specific objective of this research is to get the answer whether the image
influence perceived value, whether the price influence perceived value, whether
the retail service quality influence perceived value, whether perceived value
influence customer satisfaction, whether perceived value influence customer
loyalty, and whether customer satisfaction influence customer loyalty. By
receiving the answer, can be known what factors could create customers become
loyal to the brand.
1.2 Significance of Study
This research expect some number of significance studies, as follows:
1. For the rresearcher, this study research can help fulfill the requirements to
achieve a bachelor's degree in business administration.
2. For future research, this study serve as a model that can be use if there are
the same variables that are discussed in this study. The future research would
have benefited from this study, they can compare the facts in this study with
the one they have.
3. Moreover, for retail store (especially for shoes), this research can help them
to find out the way to create a loyal customer. So that, they can easily
compete with the competitors.
1.3 Limitation
The main purpose of this study is to know the factors influence customer
loyalty. This research conducted in Bekasi area, the respondents are people who
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have visited and bought shoes at Converse store in Summarecon Mall Bekasi.
These results only valid to Bekasi area only.
1.4 Organization of Skripsi
This research paper divided into 5 chapter base on different title. The chapter
one is introduction, it describes a broad general idea of factors influencing
perceived value and its impact on loyalty mediated by satisfaction include
significance of study and limitation. The chapter two is literature review, it consist
of conceptual framework, hypothesis, relationship between variables, and
construct measurement. The chapter three is methodology, it consist of
operational definition of variables, instrument, population and sampling design,
and how to collect and analyze the data. The chapter four mainly talk about result
and discussion which is consist of validity and reliability, respondent profile,
descriptive analysis, imferential analysis, and discussion of hypothesis. The last
chapter is conclusion and recommendation, it describe the analysis and
explanation of previous chapter toward the topic of the research.
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CHAPTER II
LITERATURE REVIEW
This chapter explains the definiton and measurement of each variables.
Further on, the researcher discussed the relationship of each variable from
previous research and the gap between this study with others.
2.1 Brand Image
2.1.1 Definition of Brand Image
Keller (1993) stated that brand image is a customer's perception of
the brand that comes from the memory of its customers. This definition is
adapted by (Li, 2013), (Sondoh Jr, Omar, Ismail, & Harun, 2007), and
(Fianto, Hadiwidjojo, Aisjah, & Solimun, 2014).This definition is applied
at footwear industry (Li, 2013), cosmetic industry (Sondoh Jr et al., 2007),
and education industry (Fianto et al., 2014). Brand image also defined by
Aaker (1991) as some memories of brand associations which valuable.
This definition is adapted by (Sondoh Jr et al., 2007), (Alhaddad, 2015),
and (Alwi, Nguyen, Melewar, Loh, & Liu, 2016). This definition is
applied at cosmetic industry (Sondoh Jr et al., 2007), sportwear industry
(Alhaddad, 2015), and heating, ventilating and air-conditioning (HVAC)
industry (Alwi et al., 2016). Thus, brand image is what customers think
about a particular brand, it can be defined as how existing or potential
customers view the brand and associate with it.
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2.1.2 Construct Measurement of Brand Image
In this study, brand image is measured by using 6 statements adopted
from several research. They are “Converse is innovative” (Alwi et al.,
2016), “Converse is reliable”, “Converse is attractive”, “Converse is
pleasing”, “Converse is a social status symbol” (Lien, Wen, Huang, & Wu,
2015), and “Usage of Converse is effective to my needs than other brands”
(Sondoh Jr et al., 2007).
2.2 Price
2.2.1 Definition of Price
According to Zeithaml (1988) price is the exchange of money with
product or service. This definition is adapted by (Lien et al., 2015) and
(Razak, Nirwanto, & Triatmanto, 2016). This definition applied at hotel
industry (Lien et al., 2015) and toothpaste industry (Razak et al., 2016).
Therefore, price is defined as the value that will purchase a finite quantity,
weight, or other measure of a good or service.
2.2.2 Construct Measurement of Price
Price is measured using 4 statements adopted from several studies.
The statements are “Converse offer best price every day” (Andreti,
Zhafira, Akmal, & Kumar, 2013), “The price of Converse is reasonable”,
“The price of Converse is affordable” (Lien et al., 2015), and “Converse
provides goods value for money” (Yee & Sidek, 2008).
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2.3 Retail Service Quality
2.3.1 Definition of Retail Service Quality
Retail service quality is the difference between expectation and
performance of service (Parasuraman et al., 1988, 1985). This definition is
adapted by (Sivapalan & Jebarajakirthy, 2017), (Bakti & Sumaedi, 2013),
(Ivanauskiene & Volungenaite, 2014), (Kaiman & Zani, 2013), (Dimyati
& Subagio, 2016), and (Kheng, Mahamad, Ramayah, & Mosahab, 2010).
This definition applied at retail industry (supermarket) (Sivapalan &
Jebarajakirthy, 2017), library industry (Bakti & Sumaedi, 2013), retail
chain industry (Ivanauskiene & Volungenaite, 2014), property industry
(Kaiman & Zani, 2013), logistics industry (Dimyati & Subagio, 2016), and
bank industry (Kheng et al., 2010). Cronin and Taylor (1992) represent
service quality as judgement and interaction of customer about the service.
This definition is adapted by (Bakti & Sumaedi, 2013), (Ivanauskiene &
Volungenaite, 2014), and (Sultan & Wong, 2010). This definition applied
at library industry (Bakti & Sumaedi, 2013), retail chain industry
(Ivanauskiene & Volungenaite, 2014), and education industry (Sultan &
Wong, 2010). Based on Gronroos (1984), service quality is an appraisal by
customer from their expectation and the reality of service they have
receive. This definition is adapted by (Sum & Hui, 2009) and (Kheng et
al., 2010). The definition applied at fashion retail industry (Sum & Hui,
2009) and bank industry (Kheng et al., 2010). Therefore, service quality
defined as the result of the comparison that customers make between their
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expectations about a service and their perception of the way the service
has been performed.
2.3.2 Construct Measurement of Retail Service Quality
Retail service quality is consist of 5 dimensions: Physical aspect,
reliability, personal interaction, problem solving, and policy. This variable
is measured using 25 statements adopted from one research. The
statements are “Converse store has modern-looking equipment and
fixtures”, “The physical facilities at Converse store are visually
appealing”, “Converse store has clean, attractive and convenient areas”,
“The layout of Converse store makes it easy to find what I need”, “The
layout of Converse store makes it easy to move around within the store”,
“In Converse store, I am able to get goods and services when I require
them”, “Converse store provides its services at the time it promises to do
so”, “Converse store accepts the suggestions made by customers and
works on them”, “Converse store provides the right service in the first
instance”, “Converse store insists on error-free sales transactions and
records”, “Employees in Converse store have the knowledge to answer my
questions”, “The behavior of employees in Converse store instills
confidence in me”, “I feel safe while doing transactions with Converse
store”, “Employees in Converse store give me prompt service”, “Converse
store gives individual attention on me”, “Employees in Converse store are
consistently courteous with me”, “Employees of Converse store treat me
courteously on the telephone”, “Converse store willingly handles returns
and exchanges”, “When I have a problem, Converse store shows sincere
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interests in solving it”, “Employees of Converse store are able to handle
my complaints immediately”, “Converse store offers high quality
merchandise”, “Converse store provides plenty of convenient and free
parking for customers”, “The operating hours of Converse are convenient
to their customers”, “Converse accepts most major credit cards”, “I could
enjoy special privilege from Converse using its loyalty points system”
(Sivapalan & Jebarajakirthy, 2017).
2.4 Perceived Value
2.4.1 Definition of Perceived Value
Zeithaml (1988) stated that perceived value is the overall evaluation
of product or service they get with the cost they have spend. This
definition is adapted by (Raji & Zainal, 2016), (Li, 2013), (Lien et al.,
2015), (Sujipinyo & Chaipoopirutana, 2014), (Nikhashemi, Tarofder,
Gaur, & Haque, 2016), and (Wang & Chen, 2016). This definition applied
at restaurant industry (Raji & Zainal, 2016), footwear industry (Li, 2013),
hotel industry (Lien et al., 2015), restauran industry (Sujipinyo &
Chaipoopirutana, 2014), retail industry (supermarket) (Nikhashemi et al.,
2016), and travel industry (Wang & Chen, 2016). Woodruff (1997)
describe perceived value as a judgment of benefit from product or service
that fulfill customer need. This definition is adapted by (Anuwichanont &
Mechinda, 2009) and (Sapic, Topalovic, & Marinkovic, 2014). This
definition applied at spa industry (Anuwichanont & Mechinda, 2009) and
travel industry (Sapic et al., 2014). Thus, perceived value is the personal
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customer comparison between the perception over benefit of product or
service and perceived cost paid.
2.4.2 Construct Measurement of Perceived Value
Perceived value is measured by 7 statements adopted from several
research. They are “I feel safe purchase in Converse”, “I feel trust and
confident in Converse” (Hasan, Kiong, & Ainuddin, 2014), “I have a huge
saving from buying at Converse”, “Converse has the best value for great
services”, “I got the best product than any of the other brands” (Gumussoy
& Koseoglu, 2016), “I get value for money with Converse” (Morgan &
Govender, 2017), and “The overall expected value of purchasing at
Converse is high” (Lien et al., 2015).
2.5 Customer Satisfaction
2.5.1 Definition of Customer Satisfaction
Oliver (1997,1999) stated that customer satisfaction is a positive
response of customer who experiencing a product/ service that meet their
wish. This definition is adapted by (M. E. Malik & Ghafoor, 2012), (Raji
& Zainal, 2016), and (Sujipinyo & Chaipoopirutana, 2014). This definition
applied at telecommunication industry (M. E. Malik & Ghafoor, 2012) and
restaurant industry (Raji & Zainal, 2016), (Sujipinyo & Chaipoopirutana,
2014). In accordance with Churchill and Surprenant (1982) customer
satisfaction is the result of both expectation and perception that customer
think was same. This definition is adapted by (Upamannyu & Sankpal,
2014) and (S. U. Malik, 2012). This definition applied at cosmetic industry
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(Upamannyu & Sankpal, 2014) and service industry (S. U. Malik, 2012).
Therefore, customer satisfaction defined as the individual perception of
product or service that related to customer expectation.
2.5.2 Construct Measurement of Customer Satisfaction
Customer satisfaction is measured by using 6 statements which
adopted from several studies. There are “In general, I was pleased with the
quality of the service that Converse provided” (Kao & Lin, 2016), “Based
on all my experiences with Converse, I am very satisfied”, “I am satisfied
with the price/quality ratio offered at Converse” (Wantara, 2015), “I feel
that Converse gives me exactly what I need” (Morgan & Govender, 2017),
and “My decision to purchase from Converse was a wise one”, “Converse
performance beyond expectation” (Bakti & Sumaedi, 2013).
2.6 Customer Loyalty
2.6.1 Definition of Customer Loyalty
Based on Oliver (1997,1999) stated that customer loyalty is a
consistant customer who prefer of one product or service in the purchase.
This definition is adapted by (Li, 2013) and (Sabir, Irfan, Sarwar, Sarwar,
& Akhtar, 2013). This definition applied at footwear industry (Li, 2013)
and telecommunication industry (Sabir et al., 2013). Thus, customer
loyalty is customer who exhibit repetitive buying behavior of a product or
service from one company.
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2.6.2 Construct Measurement of Customer Loyalty
Adopted from Nikhashemi et al., (2016), customer loyalty is consist
of 2 dimensions: Behavior loyalty and attitudinal loyalty. Each dimensions
have 3 statements, thus the total statement is 6. Statements of behavior
loyalty are “I will say positive thing about Converse”, “I will recommend
Converse to someone”, “I will continue to shop at Converse” and
statements of attitudinal loyalty are “I am emotionally attached to
Converse”, “I feel personally satisfied when I shop from Converse”, “I am
very committed to Converse”.
2.7 Relationships Among Variables
2.7.1 Relationship between Brand Image and Perceived Value
Li (2013) conducted a research towards footwear industry in China
by distributing a questionnaire in 3 ways: judgemental sampling, quota
sampling, and convenience sampling. Total data gathered was 400
repondents then analyze by using SPSS. The result show that image has
significant relationship with perceived value.
Haba, Hassan, & Dastane (2017) conducted research to 300.000
smartphone consumers among professional worker in Kuala Lumpur and
take 302 data as sample. This study use online form with convenience
sampling method to spread the questionnaire. They use demographic
profile classification, reliability test, sample adequacy, confirmatory factor
analysis (CFA) and structural equation modeling (SEM) to analyze the
data. The researcher found that brand image has a positive effect on
preceived value.
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Meanwhile, Soltani, Esfidani, Jandaghi, & Soltaninejad (2016) found
that brand image has no impact on perceived value. The result obtained by
conducted research to 420 customers of the chain store of ETKA in Tehran
by distributed questionnaire using purposive sampling technique and gain
390 usable questionnaires to be analyze by SPSS.16 and Amos.18, then
examine the hypothesis using Structural Equation Modeling (SEM) to get
the result.
2.7.2 Relationship between Price and Perceived Value
Li (2013) conducted a research towards footwear industry in China
by distributing a questionnaire in 3 ways: judgemental sampling, quota
sampling, and convenience sampling. Total data gathered was 400
repondents then analyze by using SPSS. The result show that price has a
positive relationship with perceived value.
Lien et al., (2015) conducted research for 1200 Lifewin members
(Lifewin is an online survey network consisting of 50,000 members in
Taiwan) by stratified sampling. The target respondent were people who
had reserved a room in the last 12 months from hotel‟s website and
already 18 years of age or older to make sure they have a responsibility for
using credit card when making an online hotel booking. The sample size
of this study was 366 respondents and Structural Equation Modeling
(SEM) was taken to analyze the data using AMOS 19. The result represent
that price significantly influence to perceived value.
15
Calvo-Porral & Lévy-Mangin (2017) conducted research from 469
repondents as sample size towards five main retailers in Spain. The
questionnaire were randomly distributed through online platform and
sending to consumer in Spain. Total valid data was 439 respondents. After
collect the data, they calculate cronbach Alpha, composite reliability
coefficients and analysis of the extracted variance exceeded. This study
found that price is influencing perceived value.
2.7.3 Relationship between Retail Service Quality and Perceived Value
(Rasheed & Abadi, 2014) conducted research by distribute a
questionnaire to customers in the banking, insurance, and
telecommunications industry at Kuala Lumpur. After collect the data,
statistical tests included descriptive statistics, internal consistency,
reliability, validity, correlation and regression were used to test the
hypothesis and the research found that service quality has a positive
impact on perceived value.
Gumussoy & Koseoglu (2016) conducted research for 612
questionnaires which distributed to hotel‟s customer in Alanya, Turkey.
Only 346 questionnaires were valid and analyze by SPSS statistics 20. The
result found that service quality which consist of tangibles, reliability,
responsiveness, assurance and empathy as the dimensions was
significantly impact on perceived value.
Soltani et al., (2016) found that service quality influence perceived
value significantly. The result obtained by conducted research to 420
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customers of the chain store of ETKA in Tehran by distributed
questionnaire using purposive sampling technique and gain 390 usable
questionnaires to be analyze by SPSS.16 and Amos.18 and examine the
hypothesis using Structural Equation Modeling (SEM) to get the result.
2.7.4 Relationship among Perceived Value, Customer Satisfaction and
Customer Loyalty
Gumussoy & Koseoglu (2016) conducted research for 612
questionnaires which distributed to hotel‟s customer in Alanya, Turkey.
346 questionnaires were usable and analyze by SPSS statistics 20. The
result found that perceived value and customer satisfaction are impact on
customer loyalty, another result found that perceived value become one of
variable which influence customer satisfaction.
Li (2013) conducted a research towards footwear industry in China
by distributing a questionnaire in 3 ways: judgemental sampling, quota
sampling, and convenience sampling. Total data gathered was 400
repondents then analyze by using SPSS. The results show that perceived
value affected customer satisfaction and customer loyalty significantly, as
well as customer satisfaction that has significant influence to customer
loyalty.
In the other hand, Kassim, Igau, Harun, & Tahajuddin (2014) found
that perceived value is not influence loyalty, meanwhile, perceived value
has positively influence on customer satisfaction and customer satisfaction
also has positive influence on loyalty. Therefore, satisfaction as a
17
mediation between perceived value and customer loyalty is supported in
this research which conducted from mobile users who are working in Kota
Kinabalu, Sabah. 150 questionnaires were valid to analyze this research
using convergent and discriminant validity analysis to examine the
measurement model and PLS algorithm and Bootstrapping algorithm in
SmartPLS 2.0 to test the hypothesis.
2.8 Research Gap
This research framework adopted from one previous study with changing the
perceived quality into retail service quality. The study focused on the customer
footwear brand in China (Li, 2013). However, this research have focused on
customer footwear brand in Indonesia.
Another previous studies which conducted by Lien et al., (2015) and
Gumussoy & Koseoglu (2016) examine similar relationship with this research,
that are the relationship of brand image and perceived value and relationship
among perceived value, customer satisfaction, and customer loyalty. They have
conducted study in Taiwan and Turkey towards hotel industry while this research
was conducted in Indonesia towards footwear industry.
Haba et al., (2017) and Kassim et al., (2014) investigating mobile phone user
on Kuala Lumpur and Sabah which both were in Malaysia. Those studies
measuring the relationship between brand image and perceived value and
relationship among perceived value, customer satisfaction, and customer loyalty.
This study also examine the same relationship, but different industry which is
footwear industry in Indonesia.
18
Soltani et al., (2016) have conducted research towards customer in chain
store of ETKA at Tehran and measuring same relationship with this study which
is relationship between brand image and perceived value. However, this study
conducted towards customer of footwear brand in Indonesia.
Calvo-Porral & Lévy-Mangin (2017) conducted research towards private
brand in Spanish and measure the relationship between price and perceived value.
This study examine the same relationship, but different industry which is footwear
industry in Indonesia.
Rasheed & Abadi (2014) also measure the same relationship with this study
which is the relationship between retail service quality and perceived value
towards service industry in Malaysia. While this study focused on footwear
industry in Indonesia.
19
CHAPTER III
METHODS
This chapter discuss about framework include hypothesis of this research. In
addition, the operational definition of variable, instrument, sampling design, and
data gathering also discuss in this chapter. The research is using quantitative
method to analyze.
3.1 Theoretical Framework
Figure 3.1 Theoretical Framework
3.2 Hypothesis
According to the statement of the problem stated, this research decide the
proposed hypotheses as follow:
1. Hypothesis 1: Brand image influence perceived value significantly.
2. Hypothesis 2: Price influence perceived value significantly.
3. Hypothesis 3: Retail service quality influence perceived value significantly.
4. Hypothesis 4: Perceived value influence customer loyalty significantly.
5. Hypothesis 5: Perceived value influence customer satisfaction significantly.
6. Hypothesis 6: Customer satisfaction influence customer loyalty significantly.
20
3.3 Operational definition of Variables
Table 3.1 Operational Definition of Variables
3.4 Instrument
In this study, the researcher collected data through a questionnaire survey of
specific respondents - Converse customers in Summarecon Mall Bekasi. All the
results come from questionnaire of Google form. This research use comparative
survey which is Likert scale. Seven Likert scale is used to measure respondents
the disagree or agree level of respondents about particular question or statement. 1
stand for strongly disagree, while 7 stand for strongly agree with the question.
3.5 Sampling Design
Non-probabilistic sampling technique specifically convenient method was
used for collect the data. The research was spread all around Bekasi area to the
age between 15-40 years old. This study obtain 261 respondents whereas only 226
data were valid.
3.6 Data Gathering
This research collect all the data using online questionnaire supported by
Google form. The questionnaire is distributed through instagram, line, whatsapp,
and direct message. The result of questionnaire was saved into Excel document
then analyze by SPSS and AMOS. The target respondent is people around Bekasi
area especially who have ever visit Converse store at Summarecon Mall Bekasi.
The questionnaires are distributed from the end of October until the middle of
December.
21
3.7 Data Analysis
After collected the data from google form, the result was analyze to measure
the accuracy of data by statistical software which are SPSS and AMOS version
24.
Validity of data was checked using factor analysis. Some criterias to examine
the validity are KMO (Kaiser-Meyer-Olkin) and Bartlett‟s Test, Communalities,
Total Variance Explained, and Rotated Component Matrix. KMO value should be
more than 0.5, the significant of bartlett‟s test should be less than 0.05,
communalities should be greater than 0.5, total variance explained should be more
than 60%, and rotated component matrix value should be more than 0.4. Another
important test in analysis data is reliability. This step is refer to cronbach‟s alpha
values of each variables. To confirm how well the reliability of variable,
cronbach‟s alpha score should represent the standard value which is more than
0.6. If the value does not meet the requirement, then the variable is not reliable
(Kharaim, Al-Jabaly, & Khraim, 2014).
Standardized Estimates Calculation (SEM) was used to test the hypothesis by
check the goodness of fit model and multiple square correlation. The criteria of
goodness of fit that should be measured are CMIN, RMSEA, IFI, TLI, CFI, GFI,
and AGFI. The value of CMIN should be less than 5. For GFI and AGFI criteria,
the model‟s value should be more than 0.9. RMSEA‟s value should be less than
0.08. While IFI, TLI, and CFI criteria should be more than 0.95. For multiple
square correlation, the value is valid by 0.07 or 7% (Zehir & Narcikara, 2016).
22
CHAPTER IV
RESULT AND DISCUSSION
This chapter is discuss about the result from the data obtained which consist
of validity (KMO and Barlett‟s Test, Total Variance Explained, Communalities,
and Rotated Component Matrix), reliability (Cronbach‟s Alpha), respondent
profile, descriptive analysis, and inferential analysis.
4.1 Validity and Reliability Test
To check the validity of variables, this study tested several criterias in factor
analysis using SPSS version 24. There were KMO (Kaiser-Meyer-Olkin) and
Barlett‟s Test, Total Variance Explained, Communalities, and Rotated Component
Matrix. The value of KMO should be greater than 0.5, and the result from the
appendix 4.1 indicate that the KMO‟s value is acceptable by 0.929. The Barlett‟s
Test is significant if the value less than 0.005 and this research gain positively
significant with value 0.000. Furthermore, the number of Total Variance also
valid by 76% as shown in the appendix 4.2 since the minimum percentage of
Total Variance Explained is 60%. Communalities also one of the parameter used
to prove the validity. The value at least 0.5 to be accepted. The range for
Customer Satisfaction (CS 1, 3, 6) is 0.706-0.814, Perceived Value (Value 3, 5, 7)
0.640-0.744, Brand Image (Image 2, 4, 5) 0.627-0.850, Price (Price 2, 4) 0.758-
0.814, Customer Loyalty (CLAL 1, 3) 0.762-0.823, and Retail Service Quality
(AVPA, AVR, AVPI, AVPS, AVP) 0.735-0.879. The result of all variables are
valid as shown at the appendix 4.3. At the beginning, the Rotated Component
Matrix is show a discriminant issue which causes the removal of some variables,
23
they are Customer Satisfaction (CS 2, 4, 5), Perceived Value (Value 1, 2, 4, 6),
Brand Image (Image 1, 3, 6), Price ( Price 1, 3), and Customer Loyalty (CLBL 1,
2, 3, CLAL 2). For Retail Service Quality, the value used is the average of each
dimension of Retail Service Quality. After deleting those variables, there is no
problem anymore with the rotated component matrix. As shown in the appendix
4.4 the range of Customer Satisfaction is 0.571-0.719, for Perceived value ranged
from 0.713-0.757, Brand Image from 0.524-0.873, Price from 0.770-0.802,
Customer Loyalty from 0.735-0.828, and average of Retail Service Quality ranged
from 0.678-0.788.
Besides of validity test, this research also check the reliability of variables.
Cronbach‟s alpha is used to measure the reliabilty, the value should be more than
0.6. Based on the appendix 4.5, the variables are met the requirement with the
value range 0.701-0.937 which mean all variables are reliable.
4.2 Respondent Profile
Table 4.1 Demographic Data of Respondents
The purpose of this research is to know factors influencing perceived value
and its impact on loyalty mediated by satisfaction which focus on Converse Store
at Summarecon Mall Bekasi, the target are people who have ever visit and buy
shoes in that store. The questionnaire was distributed in Bekasi area and obtained
a total of 261 respondents, while only 226 data can be used. The characteristic of
respondent is divided into several aspects which are gender, age, last education,
current occupation, and whether they have visit and buy shoes at Converse Store
24
in Summarecon Mall Bekasi. As shown in the table 4.1, the majority of
respondents are female with percentage 53.3% (169 respondents). Whereas 46.7%
are male wich consist of 122 respondents. Based on the age, the most of the
respondents are from age 20-30 which consist of 154 respondents by 59%.
Followed by the age below 20 which is 34.1% with the total of 89 respondents.
Then from 31-40 years old contributed 5% or equal to 13 respondents, and the
lowest age is from above 40 years old for 1.9% with the number of 5 respondents.
Table 4.1 shows that 46.7% are Undergraduate/ Bachelor‟s Degree with the total
of 122 respondents. Followed by senior high school student which is 39.5% or
103 respondents. For Diploma/Associate's Degree, 32 respondents or 3.2% are
contributed to this research. The rest 1.5% are from Master's Degree which
consist of 4 respondents. Student become the majority of respondents by
occupation with the value of 70.9% or amount to 185 respondents. Next is
employee who give 16.1% contribution or 42 respondents. 6.1% of respondents
are work as entrepreneur which consist of 16 respondents. Then 3.4% or 9
respondents are unemployed. Another 3.1% or 8 respondents are house wife.
Table 4.1 also represent that people who have visit and buy shoes at Converse
store in Summarecon Mall Bekasi which answer „yes‟ is 86.6% or 226
respondents. Whereas 13.4% or 35 respondents are have not visit and buy shoes at
the store and they automatically quit from the questionnaire/ not continue to the
next section.
4.3 Descriptive Analysis
4.3.1 Brand Image
25
Table 4.2 Brand Image Data Summary
Based on the table 4.2, brand image is consist of 6 questions, the first
question of brand image shows around 75% respondents are neutral until
strongly agree that Converse is innovative whereas the 25% respodents are
somewhat disagree until strongly disagree. The second question of brand
image shows that 85% repondents are neutral until strongly agree that
Converse is reliable. While the rest 15% are somewhat agree until strongly
disagree with the question. The third question indicate around 85%
respondents are neutral until strongly agree that Converse is attractive
whereas the rest 15% respodents are somewhat disagree until strongly
disagree. The fourth question shows around 87% respondents are neutral
until strongly agree that Converse is pleasing while the 13% respodents
answer somewhat disagree until strongly disagree. In the fifth question,
80% respondents are neutral until strongly agree that Converse is a social
status symbol, the rest 20% respodents are somewhat disagree until
strongly disagree. The last question of brand image stated around 82%
respondents are neutral until strongly agree that usage of Converse is
effective to their needs than other brands. Another 18% respodents are
somewhat disagree until strongly disagree with the question.
4.3.2 Price
Table 4.3 Price Data Summary
26
Table 4.3 has shown that price is consist of 4 questions, the first
question of price shows around 80% respondents are neutral until strongly
agree that Converse offer best price every day, whereas the 20%
respodents are somewhat disagree until strongly disagree. The second
question of price shows that 83% repondents are neutral until strongly
agree that the price of Converse is reasonable. While the rest 17% are
somewhat agree until strongly disagree with the question. The third
question indicate about 82% respondents are neutral until strongly agree
that the price of Converse is affordable whereas the rest 18% respodents
are somewhat disagree until strongly disagree. From the last question
around 90% respondents are neutral until strongly agree that Converse
provides goods value for money while the 10% respodents answer
somewhat disagree until strongly disagree.
4.3.3 Retail Service Quality
Table 4.4 Retail Service Quality Data Summary
According to the table 4.4 retail service quality has 25 questions
which divided into 5 dimensions: Physical aspect (5 questions), reliability
(5 questions), personal interaction (7 questions), problem solving (3
questions), and policy (5 questions).
The first question of physical aspect has shown the answer of
respondents are neutral until strongly agree that Converse store has
modern-looking equipment and fixtures by 85% and the rest 15% of
27
respondents are somewhat disagree until strongly disagree. The second
question indicates about 90% repondents are neutral until strongly agree
that the physical facilities at Converse store are visually appealing, while
10% are somewhat disagree until strongly disagree with the question. 90%
respondents are neutral until strongly agree that Converse store has clean,
attractive and convenient areas and 10% respondents answer somewhat
disagree until strongly disagree with the question. Fourth question of
physical aspect shows that 90% respondents are neutral until strongly
agree that the layout of Converse store makes it easy to find what they
need. Whereas the rest 10% respondents are somewhat disagree until
strongly disagree. For the last question, it conclude that around 90%
respondents are neutral until strongly agree that the layout of Converse
store makes it easy to move around within the store while the 10%
respodents answer somewhat disagree until strongly disagree.
Based on the table 4.4, the first question of reliability (In Converse
store, I am able to get goods and services when I require them) has shown
around 90% respondents are neutral until strongly agree, and 10% of
respondents are somewhat disagree until strongly disagree. The second
question indicates about 88% repondents are neutral until strongly agree
that Converse store provides its services at the time it promises to do so,
while 12% are somewhat disagree until strongly disagree with the
question. From the third question (Converse store accepts the suggestions
made by customers and works on them), this result obtain 90% of
respondents are neutral until strongly agree and another 10% respondents
28
answer somewhat disagree until strongly disagree with the question.
Fourth question of reliability shows that 90% respondents are neutral until
strongly agree that Converse store provides the right service in the first
instance. Whereas the rest 10% respondents are somewhat disagree until
strongly disagree. The number of 93% respondents are neutral until
strongly agree that Converse store insists on error-free sales transactions
and records within the store, while 7% of respodents answer somewhat
disagree until strongly disagree to this question.
The next dimension is personal interaction, at the first question it
shows that around 90% respondents are neutral until strongly agree that
employees in Converse store have the knowledge to answer their questions
whereas the 10% respodents are somewhat disagree until strongly
disagree. The second question (The behavior of employees in Converse
store instills confidence in me) indicates that the repondents are neutral
until strongly agree, it approximately 90%. While 10% of respondents
answer somewhat agree until strongly disagree with the question. The
third question (I feel safe while doing transactions with Converse store)
also indicate around 90% respondents are neutral until strongly agree,
whereas the rest 10% respodents are somewhat disagree until strongly
disagree. The fourth question of personal interaction shows almost 90%
respondents are neutral until strongly agree that employees in Converse
store give a prompt service and 10% of respodents answer somewhat
disagree until strongly disagree. In the fifth question (Converse store gives
individual attention on me), about 90% respondents are neutral until
29
strongly agree, the rest 10% respodents are somewhat disagree until
strongly disagree. From the sixth question (Employees in Converse store
are consistently courteous with me), there are 90% respondents who
answer neutral until strongly agree, the rest 10% respodents are somewhat
disagree until strongly disagree. The last question of personal interaction
indicates that 86% respondents are neutral until strongly agree with the
question (Employees of Converse store treat me courteously on the
telephone), the rest 14% respondents answer somewhat disagree until
strongly disagree.
The fourth dimension is problem solving which consist of 3
questions, the first question is shows that around 85% respondents are
neutral until strongly agree while 10% of respondents are somewhat
disagree until strongly disagree that Converse store willingly handles
returns and exchanges. The result of second question also stated that 85%
respondents are neutral until strongly agree and 10% for somewhat
disagree until strongly disagree with the question (When I have a problem,
Converse store shows sincere interests in solving it). The last question of
problem solving has shown that around 88% of respondents are neutral
until strongly agree that employees of Converse store are able to handle
their complaints immediately and 12% repondents answer somewhat
disagree until strongly disagree.
The last dimension of retail service quality is policy and consist of 5
questions. The first question shows about 90% repondents are neutral until
strongly agree that Converse store offers high quality merchandise, while
30
the rest 10% are somewhat agree until strongly disagree with the question.
The second question in the table 4.4 indicates about 75% respondents are
neutral until strongly agree that Converse store provides plenty of
convenient and free parking for customers whereas the rest 25%
respodents are somewhat disagree until strongly disagree. From the third
question, it conclude that 86% respondents are neutral until strongly agree
that operating hours of Converse are convenient to the customers. While
another 14% respodents answer somewhat disagree until strongly disagree.
The result of fourth question has shown that 90% of respondents are
neutral until strongly agree that Converse accepts most major credit cards,
and 10% of customer answer somewhat disagree until strongly disagree to
this question. The last question of policy (I could enjoy special privilege
from Converse using its loyalty points system) give a value of 88% who
answer neutral until strongly agree, another 12% respondents are
somewhat disagree until strongly disagree to this question.
4.3.4 Perceived Value
Table 4.5 Perceived Value Data Summary
As shown at table 4.5, the first question of perceived value indicate
that the respondent feel safe purchase in Converse with total of 88%
respondents answer neutral until strongly agree and the rest 12% of
respondents are somewhat disagree until strongly disagree. The second
question (I feel trust and confident in Converse) also represent about 88%
repondents with neutral until strongly agree answer. Whereas 12% are
31
somewhat disagree until strongly disagree with the question. Around 84%
of respondents are neutral until strongly agree with the third question
which is “I have a huge saving from buying at Converse“. Another 10%
respondents answer somewhat disagree until strongly disagree with the
question. The fourth question stated that Converse has the best value for
great services , the result shows that 85% respondents are neutral until
strongly agree and 15% of respondents answer somewhat disagree until
strongly disagree. The number of 85% respondents are neutral until
strongly agree with the fifth question (I got the best product than any of
the other brands), while 15% of respodents are somewhat disagree until
strongly disagree. For the sixth question (I get value for money with
Converse), it shows that around 88% respondents are neutral until strongly
agree while 12% of respondents are somewhat disagree until strongly
disagree. The last question of perceived value has shown that 90%
repondents are neutral until strongly agree that the overall expected value
of purchasing at Converse is high. While the rest 10% answer somewhat
agree until strongly disagree.
4.3.5 Customer Satisfaction
Table 4.6 Customer Satisfaction Data Summary
From table 4.6, it shown that customer satisfaction consist of 5
questions, the first question (In general, I was pleased with the quality of
the service that Converse provided) shows that 90% respondents are
neutral until strongly agree and the 10% of respondents are somewhat
32
disagree until strongly disagree. The second question indicates that the
repondents are neutral until strongly agree by 90%. While the rest 10% of
respondents are somewhat agree until strongly disagree with the question
(Based on all my experiences with Converse, I am very satisfied). 88% of
respondents are neutral until strongly agree with the third question (I am
satisfied with the price/quality ratio offered at Converse) whereas 12% of
respondents are somewhat disagree until strongly disagree. The result of
fourth question (I feel that Converse gives me exactly what I need) also
stated that around 88% respondents are neutral until strongly agree, while
the 12% respodents answer somewhat disagree until strongly disagree. In
the fifth question (My decision to purchase from Converse was a wise
one), 92% of respondents are neutral until strongly agree and the value of
8% are somewhat agree until strongly disagree. The last question of
customer satisfaction (Converse performance beyond expectation) shows
about 88% of respondents are neutral until strongly agree, while 12% of
respondents are somewhat disagree until strongly disagree.
4.3.6 Customer Loyalty
Table 4.7 Customer Loyalty Data Summary
At table 4.7, the first question of customer loyalty (I will say positive
thing about Converse) shows that the answer of respondents are neutral
until strongly agree by 85% and the rest 15% of respondents are somewhat
disagree until strongly disagree. The second question indicates about 90%
repondents are neutral until strongly agree, while 10% are somewhat
33
disagree until strongly disagree with the question (I will recommend
Converse to someone). 85% respondents are neutral until strongly agree
for the result of third question (I will continue to shop at Converse)
whereas about 15% respondents answer somewhat disagree until strongly
disagree. The fourth question of customer loyalty (I am emotionally
attached to Converse) shows that 75% respondents are neutral until
strongly agree and the rest 25% respondents are somewhat disagree until
strongly disagree. The next question (I feel personally satisfied when I
shop from Converse) has shown about 88% of respondents are neutral
until strongly agree while the 10% respodents answer somewhat disagree
until strongly disagree. For the last question (I am very committed to
Converse), around 90% respondents are neutral until strongly agree and
the rest 10% are somewhat disagree until strongly disagree.
4.4 Inferential Analysis
Appendix 4.6 SEM Diagram
This research was use SPSS AMOS version 24 to test the hypotheses
regarding the relationship between the variables and SEM (Standardized
Estimated Calculation) becoming a tool to check it. SEM diagram was created
firstly to analyze the further data. Appendix 4.6 was edited by correlated the errors
in one variable, then the goodness-of-fit can meet the requirements.
Appendix 4.7 Goodness-of-fit Criteria and Result
34
The goodness-of-fit aims to determine whether the variable is accepted or
rejected. There are several criteria that should be measured: CMIN, RMSEA, IFI,
TLI, CFI, GFI, and AGFI. Based on the appendix 4.7, the value of CMIN is
accepted since the result is less than 5 (1.860). For GFI criteria, the model‟s value
should be more than more than 0.9 and the result shown is 0.909. RMSEA criteria
is the model value should be less than 0.08 and the result is accepted which is
0.062. IFI result shows 0.959, it is accepted because more than 0.95. Also CFI
criteria can be accepted due to the result shown is 0.958 which is greater than the
requirement (0.9). However, the value of TLI is rejected since the result is less
than 0.95 (0.945). AGFI is also rejected because the value is less than 0.9 (0.866).
5 out of 7 criterias are accepted in this research, they are CMIN, RMSEA, IFI,
CFI, and GFI.
Appendix 4.8 Multiple Square Correlation
The result of Squared Multiple Correlation is explained about how the
independent variable can adaptable as predictors to explain its variance.. At the
appendix 4.8, the value of multiple square correlation show the result of perceived
value which 1.063, which mean it has 106% of its variance. Customer satisfaction
indicated by 0.664 or 66% of its variance. Whereas customer loyalty has a value
of 0.486 or 48% of its variance.
35
Appendix 4.9 Hypothesis Testing
CR is critical ration, it demonstrated how strong the relationship between
every variables and when the value is negative, it implies that the data is
negatively influence and when there were no indication of negative, it implies that
the data were positively influence. The relationship among variables has significant
relations when the value of CR is more than 1.96. From the appendix 4.9, it shows
that brand image has no significant relation with perceived value since the CR
value is less than 1.96 (0.501). In the other hand, the relationship between
perceived value and customer satisfaction was the strongest one with CR value
6.752. The appendix 4.9 also shown that one of the relation has a negative
influence between price and perceived value by -1153. To determine the result of
hypothesis, it can be seen from p value. When p value is less than 0.05 or ***, it
means the hypothesis is accepted. From the appendix 4.9, 2 out of 6 hypothesis
are rejected. They are brand image to perceived value and price to perceived
value.
4.10 Standardized Regression Weight
Based on the appendix 4.9, the estimate value shows the influence of one
variable to the other variable. The result has shown that brand image has 7.2% of
influences to perceived value, price has -9.7% of influences to perceived value,
and retail service quality has 103.2% of influences to perceived value.
36
Furthermore, perceived value has 81.5% of influences to customer satisfaction
and 30.8% of influences to customer loyalty. Then, customer satisfaction has
42.3% of influences to customer loyalty.
4.5 Discussion
After analyze the data, the result shows that 4 hypothesis was supported, they
are retail service quality influence perceived value (H3), perceived value influence
customer loyalty (H4), perceived value influence customer satisfaction (H5), and
customer satisfaction influence customer loyalty (H6). The result is supported by
Li (2013) who conducted research towards customer of footwear brand in China
and indicate the same result that H4, H5, H6 was accepted. Another result also
found that retail service quality impact on perceived value, perceived value impact
on customer satisfaction, perceived value impact on customer loyalty, and
customer satisfaction impact on customer loyalty by conducted research towards
the customer of hotel in Alanya, Turkey (Gumussoy & Koseoglu, 2016).
In the other hand, brand image influence perceived value (H1) and price
influence perceived value (H2) was rejected. A previous study also found that
brand image has no impact on perceived value after conducted research to
customer of chain store of ETKA in Tehran, Iran (Soltani et al., 2016).
37
CHAPTER V
CONCLUSION
5.1 Hypothesis Answer
The result of this research which concern about factors influencing perceived
value and it‟s impact on loyalty mediated by satisfaction shows that; 1) Brand
image has no significant influence to perceived value; 2) Price has no significant
influence to perceived value; 3) Retail service quality influence perceived value
significantly; 4) Perceived value influence customer loyalty significantly; 5)
Peceived value influence customer satisfaction significantly; 6) Customer
satisfaction influence customer loyalty significantly.
5.2 Further Recommendations
For the author, beside to fulfill the requirement for achieve a Bachelor‟s
Degree, this study can give a better understanding of loyal customer in footwear
industry which can be used by the author who have a possibility to work in retail
industry (especially for footwear) in the future.
For the future study, this research can be used if they test the same topic. To
better result in the next study, there are some variables which can be consider as
factor that may influence the variable such as product quality and store attributes.
Mostly, the buyer choose a high value product regarding the utility of the total
product and product quality is one of a subjective evaluation which make a
product valuable (Chinomona, Okoumba, & Pooe, 2013). Nikhashemi et al.,
(2016) stated that store attributes influence perceived value by conducting a study
38
in retail store. It means, the next research can be test product quality and store
attribute as a factor influencing perceived value.
For the retail store, the competition in the industry is quite tight nowadays.
One of the thing that should be concern by Converse is identify the customer since
every countries have different type of customer (Tadda, 2013). The most customer
of Converse in Indonesia is young generation around the age of 16-24 (Nusa,
2012). For school shoes, the price above Rp500.000 is expensive although the one
who buy the shoes are the parents not the student itself. To solve it, Converse can
add a special variant for school shoes with affordable price. Thus, the customers
from all age can use Converse based on their needs.
39
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46
APPENDIX
Appendix 1 Online Questionnaire
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
Source: https://goo.gl/forms/T0CQOsfi79EZfmEK2
68
Appendix 2 Tabulation Data
Brand Image Price
Image
1
Image
2
Image
3
Image
4
Image
5
Image
6
Price
1
Price
2
Price
3
Price
4
5 6 6 5 4 5 4 5 4 4
3 4 3 3 4 3 3 4 3 4
5 6 5 5 6 5 5 6 6 6
7 7 7 7 7 6 7 7 7 7
5 7 7 7 6 6 5 6 6 6
2 7 4 4 4 5 5 3 4 6
7 7 7 6 5 4 4 6 6 7
2 3 6 4 1 1 2 3 2 4
7 7 7 7 5 5 6 7 6 7
5 6 6 6 3 5 5 5 5 5
4 6 6 6 6 3 4 4 3 4
7 7 7 7 4 6 7 7 7 7
6 6 7 7 6 6 6 7 6 7
4 5 5 4 5 5 3 3 2 3
5 6 6 6 6 7 6 7 6 7
4 6 6 7 5 2 3 2 4 5
7 6 5 4 1 4 4 6 5 6
1 7 1 7 4 2 3 4 3 4
4 1 5 3 2 2 3 6 5 7
5 4 6 4 5 3 5 5 5 5
6 6 4 6 5 6 6 5 6 6
4 4 4 4 4 4 4 4 4 4
7 7 7 7 7 5 7 7 6 7
3 3 3 3 3 1 7 7 7 6
4 4 4 4 4 4 4 4 4 4
5 5 5 5 5 5 5 5 5 5
7 7 7 7 4 7 3 6 3 7
7 7 7 7 7 7 7 7 6 7
7 6 7 7 7 7 4 7 6 6
6 6 6 6 6 6 6 6 4 6
5 7 7 7 5 6 4 5 5 6
5 5 5 5 2 3 5 5 5 5
6 6 6 6 7 4 3 4 4 4
7 7 7 7 7 4 5 7 7 7
7 7 7 7 7 6 5 6 6 7
7 7 7 7 5 6 6 6 5 6
6 6 6 6 7 4 4 5 5 4
69
7 7 7 7 7 7 1 1 1 1
4 4 4 4 4 4 4 4 4 4
7 7 7 7 7 7 5 7 7 7
3 5 3 3 1 1 2 2 2 3
3 3 3 5 3 3 3 5 5 5
5 5 5 6 6 4 4 4 5 5
4 5 6 5 5 4 4 5 5 5
5 5 6 6 5 4 4 5 6 5
7 7 7 7 7 5 6 5 3 6
4 5 5 5 3 4 4 5 5 5
7 7 7 7 7 7 7 7 7 7
6 7 6 7 7 7 7 7 7 7
7 6 6 6 5 4 6 5 5 6
4 7 7 7 4 2 4 5 5 5
5 6 6 6 4 4 4 4 4 4
5 7 7 7 5 7 5 6 7 7
6 6 5 5 3 5 6 6 6 6
6 6 7 7 5 5 5 4 6 5
6 6 6 6 6 5 5 5 4 5
7 7 7 7 5 4 1 1 4 6
6 7 7 6 6 5 4 5 5 5
3 4 2 5 3 2 3 2 3 6
3 5 6 7 4 7 6 5 4 5
6 6 5 5 5 4 4 4 5 6
6 5 4 6 4 4 6 7 5 6
4 4 5 5 4 4 3 5 5 5
5 6 6 6 5 5 4 5 5 6
6 6 5 5 4 6 7 7 7 6
7 7 7 7 7 7 6 6 6 6
4 7 7 6 4 4 4 4 4 4
7 7 6 5 3 5 4 5 5 4
6 6 4 4 4 5 5 5 3 5
7 7 7 7 5 5 5 5 5 7
6 6 6 6 3 4 5 5 3 6
6 5 5 6 6 5 6 7 6 6
5 5 6 6 4 5 5 6 6 6
5 5 5 4 4 4 4 4 4 4
5 5 6 6 4 5 5 6 6 6
6 6 7 5 6 4 5 5 5 5
6 6 6 6 6 6 7 6 4 6
7 6 5 7 7 7 6 6 7 5
70
5 6 5 5 4 5 5 5 6 6
5 6 6 5 5 6 4 5 5 5
6 6 7 5 6 4 5 5 5 5
6 6 6 6 6 6 4 5 7 7
6 5 6 6 4 4 4 5 5 6
7 6 6 6 6 6 6 6 7 6
7 7 7 5 5 3 3 2 1 2
7 7 7 7 7 7 7 7 7 6
7 7 6 7 7 7 7 7 7 7
7 6 4 7 4 5 7 6 6 5
7 6 5 7 6 6 7 7 6 6
7 6 5 7 6 6 7 7 6 6
6 7 6 6 6 6 7 6 5 6
5 7 4 5 6 6 7 7 6 6
4 6 5 7 6 6 6 6 7 7
7 6 6 7 6 7 6 7 5 6
7 6 6 6 6 6 5 5 6 6
6 5 6 6 4 4 4 5 5 6
5 5 5 4 4 3 4 5 5 4
4 4 4 5 5 7 3 4 4 5
7 7 7 6 4 6 7 5 5 5
6 7 6 5 7 6 4 1 1 4
4 5 5 7 7 7 7 7 6 7
7 6 5 6 6 6 7 6 6 7
7 6 5 7 5 6 7 6 5 5
5 5 3 6 7 4 6 4 7 4
3 5 6 6 2 6 6 5 7 6
4 7 5 5 7 7 6 6 5 5
4 5 6 3 3 5 3 4 7 3
7 4 6 7 7 1 6 5 7 6
3 4 3 3 4 5 4 6 6 4
1 7 7 5 6 3 3 6 4 7
6 7 4 5 7 7 6 5 6 7
2 3 2 3 6 6 3 6 7 4
5 6 5 4 7 5 7 6 6 6
7 5 6 7 5 5 6 4 4 5
6 6 6 7 7 5 7 6 7 7
6 5 5 5 4 6 5 5 4 4
6 4 4 5 7 7 6 4 7 3
5 4 2 5 5 4 6 5 6 5
7 7 7 5 4 3 3 4 1 4
71
5 7 6 5 7 6 6 5 7 6
5 5 7 7 6 7 5 7 7 6
6 4 7 6 5 5 6 4 7 4
6 4 6 5 7 6 6 5 7 4
7 5 6 4 4 7 5 6 7 4
7 5 7 6 5 6 7 4 2 6
1 5 3 2 5 6 2 4 3 2
6 5 3 6 7 5 7 4 6 4
2 6 4 5 4 6 7 6 6 7
6 2 5 4 7 4 6 4 7 5
2 5 2 6 3 3 2 4 2 4
4 5 3 7 1 2 4 1 7 4
6 4 7 5 5 6 7 4 5 4
3 6 4 1 7 3 4 1 7 2
5 3 7 6 5 7 5 4 7 5
2 7 4 1 5 3 2 4 2 7
6 4 7 7 5 7 6 5 6 6
3 6 2 1 3 6 1 6 4 7
1 6 2 4 2 5 2 3 1 2
2 4 1 4 5 7 7 1 4 5
6 3 6 3 4 1 7 1 3 1
7 2 5 2 6 3 1 4 2 7
1 7 5 4 6 7 6 2 6 4
5 2 7 1 1 3 4 2 7 5
5 2 7 1 1 3 4 2 7 5
7 1 4 6 4 2 6 2 7 4
7 3 6 1 4 3 1 7 3 6
4 7 4 2 7 4 4 2 7 5
5 3 6 4 6 6 5 2 6 4
5 1 7 4 2 7 2 6 1 7
5 1 7 4 2 7 2 6 1 7
7 7 7 2 4 3 4 2 7 3
7 6 7 5 4 6 5 7 5 6
6 7 6 5 7 7 5 7 7 5
6 7 4 6 7 4 7 5 7 6
3 7 6 7 7 6 6 7 5 7
3 7 5 7 6 6 5 7 5 7
3 7 4 5 5 7 5 6 7 5
7 7 5 6 7 6 5 6 7 5
4 6 7 5 7 4 4 7 6 7
5 7 5 5 7 5 6 7 4 7
72
6 7 5 4 7 5 5 7 4 7
4 6 4 7 5 6 7 5 7 6
4 6 5 6 4 4 4 3 3 5
6 5 4 6 3 5 3 3 3 4
3 4 3 3 4 5 3 2 3 4
4 4 4 6 3 5 4 4 5 5
5 5 4 4 3 4 5 3 3 5
4 4 4 5 3 4 4 2 4 4
4 4 4 4 4 4 4 5 4 4
6 6 5 4 2 4 6 5 6 4
2 2 3 2 1 3 3 4 4 4
3 2 3 3 2 4 5 5 4 6
6 5 6 6 4 4 4 5 5 6
6 5 5 6 4 5 3 5 4 5
6 5 5 6 4 5 3 5 4 5
5 5 6 4 3 4 4 6 5 6
6 6 6 6 5 6 6 6 6 6
3 3 4 2 3 4 4 4 3 5
4 6 2 6 2 5 3 1 5 4
6 6 5 6 4 4 3 3 3 5
2 4 2 3 1 4 3 4 4 5
6 5 5 6 4 5 3 4 4 3
3 3 4 5 3 4 4 4 3 3
3 3 5 4 4 5 3 2 3 3
3 3 4 4 5 3 5 5 4 4
2 3 3 4 4 6 3 4 5 3
4 3 3 5 3 4 4 4 3 5
6 4 3 5 4 4 5 5 3 4
2 1 4 3 3 6 4 4 6 3
3 4 4 2 3 5 3 3 5 4
3 4 4 5 5 3 4 4 3 4
3 5 4 4 2 3 5 4 4 4
6 5 7 6 7 2 7 5 5 7
2 3 3 4 6 3 5 4 4 3
4 4 2 5 5 5 6 5 3 3
3 3 5 4 3 4 3 3 4 5
3 4 4 3 4 4 5 4 4 3
3 5 4 4 4 4 4 3 4 4
1 6 4 5 2 5 7 5 6 5
5 6 5 5 1 4 4 3 2 4
1 6 1 5 3 3 2 3 3 2
73
6 7 5 7 6 7 7 6 5 7
6 4 7 7 6 7 6 5 7 7
7 5 6 7 6 5 7 4 6 6
1 7 1 2 1 3 2 3 3 2
1 3 2 3 2 2 3 5 3 4
6 4 6 7 4 6 5 7 6 4
6 5 6 6 4 4 5 6 6 6
5 4 7 5 4 7 6 3 5 7
5 4 5 5 4 4 5 5 5 4
4 3 6 5 2 7 5 7 6 3
6 4 7 6 4 7 6 5 7 4
5 5 4 5 5 4 5 5 4 5
4 4 4 4 4 4 5 4 5 5
4 4 4 4 4 4 5 4 5 5
7 4 6 5 7 4 6 3 7 4
6 5 7 4 6 5 6 4 7 5
7 5 6 7 5 4 7 5 6 5
6 4 7 6 5 6 6 4 7 6
6 4 7 6 5 4 7 5 6 4
5 4 6 5 4 5 4 6 5 6
4 5 4 5 4 3 5 4 4 5
4 5 4 5 4 3 5 4 4 5
5 6 4 4 4 4 4 6 5 5
6 6 5 5 6 5 6 5 5 6
6 5 7 6 6 5 4 5 4 5
74
Retail Service Quality
Average Physical Aspect Average Reliability
AVPA
1
AVPA
2
AVPA
3
AVPA
4
AVPA
5
AVR
1
AVR
2
AVR
3
AVR
4
AVR
5
5 5 5 5 4 5 5 5 5 5
5 5 6 3 5 3 5 4 4 5
4 5 5 6 6 5 5 5 4 4
7 7 7 7 7 7 7 7 7 7
6 6 7 7 7 7 7 4 5 1
4 3 6 5 7 4 5 6 4 5
7 7 7 7 7 7 7 7 5 5
5 3 5 6 7 7 7 7 7 6
6 5 5 5 6 7 6 4 5 6
4 4 6 5 5 5 5 6 6 5
4 4 5 4 4 4 4 4 4 4
5 6 6 6 6 6 6 4 5 6
7 6 6 7 6 7 7 7 6 6
5 5 6 5 5 5 4 4 5 5
7 7 6 7 6 7 7 7 7 4
6 7 6 6 5 5 5 4 5 5
6 7 7 7 7 7 6 6 7 7
5 6 4 6 7 5 7 5 6 4
6 5 5 5 4 4 4 3 5 6
5 5 5 5 5 5 5 4 5 5
5 6 6 5 5 6 6 6 5 5
4 4 4 4 4 5 4 4 4 4
7 7 7 7 7 7 7 7 7 7
2 2 4 6 6 2 2 2 3 7
4 4 4 4 4 4 4 4 4 4
5 4 5 4 4 3 4 4 5 5
7 5 7 7 6 5 6 2 5 7
6 6 6 6 6 6 6 6 6 6
6 5 5 5 5 6 5 7 7 6
6 7 7 5 6 4 5 5 6 6
7 7 7 7 7 6 5 5 5 5
5 5 5 5 5 5 4 4 5 4
4 4 5 6 4 6 6 5 5 5
7 7 7 7 7 7 7 7 7 7
6 5 6 6 7 6 6 5 6 7
4 5 5 5 5 5 5 5 5 5
6 6 6 6 6 4 5 5 5 5
75
7 7 7 7 7 1 7 7 7 7
4 4 4 4 4 4 4 4 4 4
7 7 7 7 7 7 7 7 7 7
3 4 3 3 3 2 2 2 2 2
3 3 5 4 5 5 5 5 5 3
5 5 5 4 4 5 4 4 4 4
5 5 5 5 5 4 5 4 4 5
5 4 4 4 5 5 5 5 5 5
7 7 6 6 6 7 5 7 6 7
5 5 6 5 6 5 5 4 6 5
6 6 6 6 6 6 6 6 6 6
6 6 6 6 7 7 7 6 6 7
5 6 5 5 5 6 6 5 6 6
5 7 7 7 7 7 7 4 4 7
5 5 5 5 5 5 5 6 5 5
7 5 6 6 6 7 7 7 7 7
6 6 6 6 6 6 6 6 6 6
6 5 6 7 6 6 6 5 5 5
5 5 6 6 7 6 6 6 6 7
6 6 6 6 6 4 4 4 4 6
5 5 5 6 6 5 5 5 5 6
5 5 5 5 5 6 6 6 6 6
6 6 6 6 7 6 6 6 6 5
5 5 6 7 7 6 6 6 6 6
7 7 7 6 7 7 6 6 7 6
5 6 6 6 5 5 5 5 6 4
6 6 6 5 6 6 5 6 6 5
7 6 6 7 7 6 7 7 7 7
7 7 7 7 7 7 7 6 6 6
4 4 5 4 5 3 4 6 5 5
4 4 4 4 4 4 4 4 4 4
5 5 6 6 6 4 5 6 6 4
6 6 7 7 7 6 6 6 4 6
6 6 6 6 6 6 6 6 6 6
7 6 7 4 5 6 5 6 6 6
6 6 7 5 5 5 5 5 5 6
4 4 4 4 4 4 4 4 4 4
6 6 7 5 5 5 5 5 5 6
6 6 7 6 4 4 4 5 5 5
6 6 7 6 5 6 5 6 6 4
7 6 5 6 6 7 6 7 7 7
76
6 6 6 5 4 5 6 5 5 5
5 5 6 6 6 6 6 5 5 5
6 6 7 6 4 4 4 5 5 5
6 5 6 5 6 5 5 6 6 6
5 6 5 4 6 4 4 5 4 5
6 6 7 7 6 6 7 6 6 6
4 5 4 4 4 4 4 4 4 4
7 7 7 7 7 7 7 7 7 7
4 6 4 3 4 6 2 5 5 6
5 6 6 6 6 7 6 6 7 5
5 7 6 6 6 7 5 7 6 7
5 7 6 6 6 7 5 7 6 7
7 6 6 7 6 6 6 6 6 6
6 7 6 6 7 6 7 5 5 5
6 6 5 6 6 6 7 7 7 5
6 6 7 6 7 6 6 7 7 7
6 7 6 6 6 6 6 7 7 6
5 6 5 4 6 4 4 5 4 5
4 5 5 5 5 4 4 4 4 4
3 5 5 5 4 4 3 3 3 4
7 6 7 5 5 5 5 6 7 4
4 5 3 2 3 5 4 3 4 4
7 6 7 7 6 6 7 7 7 7
7 6 7 6 5 6 5 7 5 6
7 6 5 5 4 6 6 5 7 6
3 7 4 3 6 5 3 2 4 3
7 6 5 6 6 4 6 5 6 5
6 5 6 6 6 5 3 6 4 6
4 7 6 3 6 6 6 2 2 1
7 6 4 6 5 7 6 6 5 7
3 5 6 7 6 5 7 6 4 4
6 4 7 6 6 5 7 7 5 6
7 5 6 6 7 6 7 6 6 6
4 6 6 3 5 6 3 6 6 6
7 5 6 6 6 7 7 6 7 7
5 6 4 4 7 5 5 3 4 6
5 7 6 7 6 5 7 6 6 7
4 4 4 5 7 6 3 5 5 6
6 7 5 7 7 7 5 6 5 6
7 6 6 4 5 6 6 4 5 6
5 7 6 6 7 5 6 7 5 7
77
7 4 6 5 7 5 6 7 5 7
7 6 4 5 7 5 6 6 7 7
6 5 7 5 7 5 6 7 5 4
5 6 7 5 6 6 6 5 6 6
6 6 5 5 7 5 6 7 5 5
5 7 5 6 6 5 5 7 6 5
7 5 7 6 4 7 5 4 7 6
4 7 5 6 4 7 6 5 7 5
1 7 4 6 4 4 5 3 7 4
7 4 5 6 5 4 7 6 4 7
3 4 2 6 3 4 2 4 2 2
3 2 5 6 6 6 6 6 1 5
5 3 7 5 5 4 7 6 4 5
1 2 3 4 5 6 7 1 2 4
5 7 5 6 6 5 7 5 7 7
3 1 2 7 5 3 4 4 4 5
5 6 6 4 7 5 7 4 6 5
4 1 7 3 2 6 2 3 1 7
2 3 1 4 1 4 1 5 3 5
1 7 2 4 1 3 2 6 4 1
2 3 1 7 3 5 1 5 3 7
2 6 1 7 4 1 1 5 3 5
7 6 2 5 6 1 7 7 3 5
3 4 6 2 7 5 2 4 6 5
3 4 6 2 7 5 2 4 6 5
7 3 5 7 2 5 3 6 5 4
5 3 5 3 6 3 7 7 5 6
2 4 2 6 3 6 5 2 5 1
2 7 4 2 6 3 5 6 1 6
2 6 3 5 2 7 6 3 4 3
2 6 3 5 2 7 6 3 4 3
5 2 6 4 5 7 3 6 3 7
6 7 4 7 6 6 7 4 7 5
6 5 7 5 6 5 7 4 5 5
7 7 7 7 6 5 7 7 4 6
7 5 5 6 7 6 7 6 6 7
6 7 5 7 6 4 7 6 4 7
7 5 7 6 7 6 7 4 6 6
6 6 7 6 7 5 6 7 4 7
6 7 4 6 7 7 5 6 7 4
6 7 4 5 7 6 7 4 7 5
78
6 7 5 4 6 4 7 6 5 6
6 7 5 7 5 7 5 5 7 7
6 6 5 5 5 5 4 4 4 4
3 4 5 6 6 4 5 5 5 4
4 4 6 5 3 5 5 6 4 4
5 5 5 4 5 6 4 5 5 5
4 3 4 3 5 5 4 4 5 3
4 5 5 5 4 6 6 6 5 5
5 5 5 5 4 4 4 4 4 4
4 3 5 5 3 5 5 5 4 6
4 4 3 3 2 4 2 2 3 4
6 6 5 5 6 4 4 5 5 4
5 6 5 4 6 4 4 5 4 5
5 6 6 5 4 5 5 4 4 5
5 6 6 5 4 5 5 4 4 5
6 7 5 5 4 5 4 6 6 5
6 7 6 5 6 7 6 6 7 5
3 5 3 3 4 5 5 4 4 3
2 6 1 3 3 3 7 2 5 4
3 3 4 5 6 3 3 2 4 3
3 3 6 5 4 4 3 5 3 4
5 6 5 5 4 3 5 5 4 4
6 5 6 4 3 5 5 4 5 3
5 5 4 4 6 5 5 3 4 5
4 4 5 5 2 4 5 4 4 4
3 5 3 6 4 3 5 5 4 5
3 4 4 5 3 4 4 2 3 4
6 6 4 5 6 4 5 4 4 4
6 3 5 5 2 2 2 6 5 3
4 4 2 3 4 4 4 3 6 5
4 5 5 3 6 6 4 4 3 5
5 5 4 3 4 6 5 5 2 4
6 7 6 5 7 6 5 7 5 6
4 4 3 3 5 5 5 3 3 5
4 3 3 6 6 3 3 5 6 4
4 4 3 5 4 2 4 3 4 4
3 4 4 4 5 4 3 5 4 4
6 5 6 4 6 4 5 5 3 6
7 4 6 5 7 6 4 6 6 5
3 3 6 5 5 3 3 6 5 5
6 4 5 7 6 4 6 4 6 5
79
7 6 6 7 4 7 6 5 7 6
7 5 6 7 6 6 7 5 7 5
6 5 7 6 6 7 6 5 7 6
7 4 5 5 7 6 7 5 7 5
6 4 6 5 6 4 6 6 4 7
4 7 4 6 5 7 5 6 5 6
5 4 5 4 5 5 5 5 5 4
5 7 6 5 7 5 7 6 5 7
4 5 5 5 4 4 5 5 4 5
5 7 6 4 6 5 7 7 5 6
7 5 4 6 5 4 7 6 4 6
4 5 5 4 5 5 4 5 4 5
5 4 5 5 5 5 4 5 4 5
5 4 5 5 5 5 4 5 4 5
5 6 4 7 6 4 5 7 5 6
6 5 7 7 5 6 5 7 7 5
7 5 7 6 5 7 6 5 7 7
7 4 6 5 7 4 6 5 7 5
6 4 7 6 5 7 6 5 7 6
5 6 6 5 4 6 5 4 4 4
6 6 6 5 4 6 5 4 4 5
6 6 6 5 4 6 5 4 4 5
7 6 5 4 3 4 4 4 4 5
6 6 7 6 5 5 5 4 4 5
5 6 6 5 5 5 5 4 4 5
80
Retail Service Quality
Average Personal Interaction Average Problem Solving
AVPI
1
AVPI
2
AVPI
3
AVPI
4
AVPI
5
AVPI
6
AVPI
7
AVPS
1
AVPS
2
AVPS
3
5 5 5 5 5 5 5 5 5 5
5 5 5 5 4 4 3 4 4 4
6 6 6 6 6 6 6 6 6 6
7 7 7 7 7 7 7 7 7 7
6 6 6 6 7 7 4 4 4 4
7 6 1 4 4 3 2 4 5 4
6 6 6 6 6 6 6 6 5 4
7 7 7 7 6 7 6 4 5 5
6 6 6 6 6 7 6 6 5 7
6 5 5 5 4 4 6 4 5 5
4 4 4 5 5 5 4 4 4 4
7 7 7 7 7 7 7 5 5 7
6 7 6 7 6 7 7 7 6 6
5 5 4 6 5 5 6 2 4 3
6 4 5 5 7 6 6 6 7 5
6 6 6 6 5 6 6 5 6 6
7 3 7 7 5 7 4 4 4 4
6 5 6 5 4 5 4 4 4 5
6 6 6 6 2 3 3 1 2 3
4 5 5 4 5 4 4 4 4 4
6 5 5 6 5 6 6 5 6 6
4 4 4 4 4 4 4 4 4 4
7 7 7 7 7 7 7 7 7 7
3 3 3 7 3 5 5 5 5 3
3 3 3 3 3 3 3 3 3 3
4 5 4 5 4 4 6 5 4 4
7 7 7 7 7 7 5 4 4 6
6 6 6 6 6 6 6 6 6 6
7 6 6 5 7 5 6 6 6 6
6 5 6 5 6 7 6 6 7 7
7 7 7 7 6 6 6 6 6 6
4 4 4 4 4 4 4 5 5 5
6 4 6 5 4 6 6 4 4 4
7 7 7 7 7 7 7 7 5 5
81
7 7 7 7 6 6 6 7 7 7
5 5 5 5 5 5 5 5 5 5
5 5 5 5 6 6 3 5 3 3
7 7 7 7 7 7 7 7 7 7
4 4 4 4 4 4 4 4 4 4
7 7 7 7 7 7 7 7 7 7
2 2 3 3 2 3 2 2 2 2
5 5 5 5 5 5 5 5 5 5
5 4 4 5 5 5 4 4 5 5
5 4 5 5 5 5 4 4 4 4
4 4 4 5 6 5 5 5 5 4
7 7 7 7 6 6 6 7 7 7
6 6 6 6 6 6 5 4 5 5
7 7 7 7 6 6 6 7 6 6
6 7 7 7 6 6 7 6 7 5
6 4 5 5 5 6 6 5 5 6
7 4 7 4 7 7 4 4 4 4
5 6 5 6 5 4 5 4 5 5
4 7 7 7 7 7 5 6 6 7
5 5 6 6 5 6 6 4 6 5
5 5 6 7 6 6 6 6 5 5
5 6 6 6 6 6 6 6 6 6
7 7 7 5 4 6 4 1 4 2
6 6 6 5 6 5 5 6 5 6
6 3 7 5 3 4 4 3 3 4
6 6 5 6 3 6 6 2 4 6
6 6 6 6 6 6 6 6 6 6
7 6 7 7 7 7 6 6 6 6
5 4 4 4 4 5 4 4 4 4
6 5 6 6 5 5 5 5 6 5
7 7 6 7 7 7 6 7 7 7
6 6 6 6 6 6 6 6 6 6
5 4 4 4 4 4 4 4 4 4
4 4 4 4 4 4 4 4 4 4
6 6 6 6 6 6 6 6 6 6
6 6 6 6 6 6 6 2 4 5
6 6 6 6 6 6 6 6 6 6
5 7 6 6 6 5 5 4 5 5
5 5 6 6 6 6 4 4 5 4
4 4 4 4 4 4 4 4 4 4
5 5 6 6 6 6 4 4 5 4
82
4 6 5 5 6 6 4 4 5 4
6 6 5 5 4 6 6 6 6 6
5 6 6 6 7 7 5 6 5 7
6 6 5 6 5 6 5 4 5 5
5 5 6 6 5 6 6 6 6 6
4 6 5 5 6 6 4 4 5 4
5 5 6 7 6 6 6 5 5 6
5 5 6 4 5 6 6 5 5 5
7 6 6 6 6 6 7 6 7 6
5 5 5 5 5 5 5 4 4 4
7 7 7 7 7 7 7 7 7 7
7 7 1 4 6 4 6 7 3 6
6 6 7 7 6 6 6 7 5 7
6 6 7 6 5 7 6 7 5 6
6 6 7 6 5 7 6 7 5 6
5 6 6 6 6 6 7 5 5 6
7 6 6 6 7 7 6 5 5 6
7 6 7 7 7 6 6 6 7 7
6 6 6 7 7 7 6 5 6 6
7 7 7 6 7 6 6 6 6 7
5 5 6 4 5 6 6 5 5 5
4 4 4 4 4 5 4 4 4 4
5 5 5 3 4 2 2 3 2 2
7 6 7 5 6 7 5 7 7 6
4 4 4 4 4 4 4 5 4 5
7 7 7 7 7 7 7 7 7 7
6 7 5 7 6 5 5 5 7 5
5 6 7 6 5 6 5 7 5 6
5 3 7 7 4 5 5 2 6 6
5 7 6 7 5 4 5 5 6 5
4 6 3 6 5 6 6 6 2 4
6 4 3 5 2 6 2 3 2 6
6 5 7 4 6 7 7 3 5 7
6 3 2 2 6 4 4 2 3 3
5 7 6 5 7 4 6 6 5 5
7 6 6 7 6 6 6 7 7 4
5 6 3 6 2 4 6 6 5 6
4 6 6 5 6 5 5 6 5 6
6 6 6 7 5 5 7 7 5 4
5 6 6 7 7 6 5 7 7 5
7 5 6 5 5 7 4 6 7 5
83
7 7 5 7 6 7 6 2 7 5
7 7 5 6 7 7 6 5 5 7
4 6 5 6 7 7 4 5 7 4
7 6 5 7 6 7 6 7 6 6
6 7 5 7 5 6 6 7 7 6
7 5 6 5 6 7 6 5 6 6
5 7 5 7 7 5 6 7 6 6
6 5 7 5 7 4 6 5 6 4
6 6 5 6 6 6 6 4 7 6
4 6 7 6 6 6 5 6 4 7
7 7 5 6 5 7 5 6 4 7
5 4 5 4 2 4 5 5 5 4
5 5 7 6 5 4 6 6 7 4
6 2 5 3 3 6 2 3 5 5
3 3 5 7 2 4 5 1 7 2
6 5 7 6 7 5 6 5 7 4
3 4 4 5 1 3 7 2 5 3
5 5 7 7 6 7 5 6 5 6
2 7 2 3 6 2 7 4 5 1
7 6 6 4 7 5 7 5 6 6
4 3 6 2 4 4 3 4 1 4
1 7 4 2 5 2 5 4 3 2
6 2 4 1 5 7 1 3 5 2
4 5 2 3 7 2 5 2 1 6
2 7 5 3 6 3 3 5 3 4
2 6 6 3 7 4 3 6 5 5
1 7 2 6 4 3 7 7 2 4
1 7 2 6 4 3 7 7 2 4
2 4 1 7 6 4 6 4 3 1
6 7 2 4 3 5 3 6 3 4
6 3 6 5 1 4 6 7 1 5
4 2 6 3 5 4 7 4 1 5
7 3 4 1 4 6 2 7 4 3
7 3 4 1 4 6 2 7 4 3
3 6 1 6 4 7 1 5 4 2
6 7 5 7 6 6 7 5 7 6
7 6 6 7 6 5 7 6 5 7
7 4 7 6 7 7 6 7 5 6
7 6 6 7 5 6 6 7 6 4
4 6 7 7 6 5 6 4 6 5
7 5 5 7 4 6 6 5 5 7
84
5 6 7 5 7 5 7 5 7 5
6 7 5 6 7 4 7 5 7 6
7 6 6 7 6 5 6 4 7 7
7 7 6 5 6 7 6 6 7 5
5 7 4 7 6 4 6 7 5 6
5 5 5 4 5 5 5 4 4 5
5 6 4 3 4 4 5 5 6 4
5 5 3 5 4 6 3 4 4 6
3 3 4 4 4 4 5 4 4 4
4 6 5 5 4 4 5 4 4 5
5 5 4 5 5 6 5 5 6 5
5 4 5 5 4 3 5 4 4 5
5 4 4 6 5 6 4 3 3 2
4 4 2 4 3 3 4 3 3 5
4 4 5 5 6 3 4 3 3 4
5 5 6 4 5 6 6 5 5 5
6 6 5 5 5 5 4 4 5 5
6 6 5 5 5 5 4 4 5 5
6 7 6 5 5 6 5 4 4 4
6 7 7 7 6 7 6 6 6 6
3 4 3 3 6 5 2 5 4 3
6 3 6 3 6 2 6 4 7 3
4 3 5 3 6 6 4 3 3 4
3 3 6 4 4 2 3 3 3 5
3 4 5 4 3 4 4 6 5 6
3 2 4 6 5 5 3 4 4 5
5 4 4 6 3 4 4 3 5 5
4 3 4 5 6 5 4 3 3 4
5 3 6 6 5 5 5 3 4 3
3 4 4 2 5 5 3 5 6 3
4 6 3 5 4 4 4 5 4 4
4 5 4 4 6 5 3 4 4 3
5 5 3 3 2 4 5 3 2 4
5 5 5 4 5 3 4 4 4 2
5 5 4 6 6 4 4 4 4 3
6 5 7 7 6 4 7 7 6 7
6 5 5 5 3 3 4 4 4 5
4 4 4 3 5 5 3 3 5 5
4 3 3 4 5 3 3 4 4 5
3 5 3 5 5 4 4 4 3 5
3 5 4 6 4 2 5 5 2 5
85
6 7 6 5 7 6 6 5 5 6
3 4 4 3 5 5 3 4 4 3
7 4 6 4 7 6 5 7 5 6
6 7 6 7 6 7 4 7 6 6
7 6 7 5 7 6 7 1 5 7
6 7 5 7 6 7 5 6 7 6
6 7 4 6 7 5 6 7 4 7
5 6 4 7 5 7 6 5 5 6
7 5 6 6 5 7 6 5 6 6
5 5 5 5 5 5 5 5 5 5
6 5 7 6 5 7 5 6 5 7
4 5 5 5 5 5 5 5 5 5
4 7 6 5 7 5 7 6 4 7
5 7 5 6 5 4 6 5 7 6
5 5 4 4 5 5 4 5 5 5
4 5 5 5 4 5 4 5 4 5
4 5 5 5 4 5 4 5 4 5
3 4 6 5 7 4 6 5 7 6
6 5 4 6 6 7 5 7 6 4
6 6 7 4 6 7 4 6 5 7
5 7 7 6 7 5 7 5 7 5
5 7 6 4 6 6 7 5 6 4
5 6 5 4 5 5 4 4 3 5
6 6 5 5 5 5 4 4 5 5
6 6 5 5 5 5 4 4 5 5
5 6 4 5 5 5 4 4 4 4
6 6 5 5 6 6 4 4 5 5
4 5 5 6 5 5 4 4 4 5
86
Retail Service Quality
Perceived Value Average Policy
AVP
O1
AVP
O2
AVP
O3
AVP
O4
AVP
O5
Valu
e1
Valu
e2
Valu
e3
Valu
e4
Valu
e5
Valu
e6
Valu
e7
5 4 4 6 5 5 4 3 4 4 4 4
5 2 4 4 4 3 3 3 3 3 3 4
6 3 6 6 5 6 6 3 6 4 6 5
7 7 7 7 7 7 7 6 7 6 7 7
6 6 6 5 5 5 6 5 4 5 6 5
7 6 3 4 2 4 6 5 7 2 3 5
6 5 5 6 5 7 7 5 5 5 5 5
4 1 7 7 5 2 1 1 2 1 1 2
6 5 7 7 6 5 6 5 5 6 6 5
5 5 4 5 4 5 5 3 4 4 4 5
4 4 4 4 4 4 4 4 4 4 4 4
7 7 7 7 7 7 7 5 5 4 4 5
6 7 6 7 6 7 7 6 7 6 7 7
4 4 5 4 4 4 6 3 5 5 4 4
6 6 5 6 7 6 7 5 7 7 7 4
6 5 6 6 6 5 7 5 5 4 5 5
7 1 3 3 3 1 4 4 3 1 3 6
7 7 4 5 5 7 4 4 4 3 4 5
4 5 7 7 5 1 1 3 4 6 7 4
5 5 5 4 4 5 4 5 5 4 4 5
5 7 6 5 5 6 5 6 5 7 5 6
4 4 4 4 4 4 4 4 5 5 1 4
7 1 7 7 7 7 7 4 7 7 7 7
5 3 5 5 5 3 3 6 5 2 7 1
3 3 3 3 3 4 4 4 4 4 4 4
5 4 5 4 3 4 4 5 4 3 4 4
7 5 7 6 5 7 7 7 7 5 7 6
6 6 6 6 6 7 6 6 7 6 6 6
6 6 6 6 6 6 6 6 6 6 6 6
7 5 6 6 7 6 7 5 6 7 6 6
87
7 6 6 7 5 6 7 5 5 5 6 6
5 5 5 5 5 5 5 5 5 4 5 5
5 4 4 5 4 4 4 4 4 4 4 4
7 5 4 6 7 7 7 7 7 4 7 7
7 1 6 4 4 7 7 7 7 7 7 7
5 5 5 5 5 7 7 7 6 6 6 6
4 1 5 3 3 5 5 3 4 3 3 4
7 7 7 7 7 7 7 1 7 1 1 1
4 4 4 4 4 4 4 4 4 4 4 4
7 7 5 7 7 7 7 7 7 5 6 7
3 1 1 2 2 3 2 3 2 2 3 3
5 3 3 3 3 5 5 5 3 3 3 3
6 5 5 5 4 4 5 4 5 4 5 5
5 3 3 4 4 5 5 5 5 4 5 5
5 7 6 6 6 6 6 1 5 3 4 5
7 7 6 5 5 7 7 4 7 6 6 6
6 3 7 6 4 5 5 5 5 5 6 5
6 5 5 5 6 6 6 7 7 7 7 6
7 7 7 7 6 7 7 7 7 7 7 7
6 6 5 5 5 5 6 5 5 5 6 6
7 7 7 4 4 7 7 3 7 3 4 4
5 5 4 6 6 5 5 4 5 5 5 5
7 6 7 6 7 6 7 6 7 6 7 6
6 5 4 6 5 6 5 5 6 4 5 6
6 5 6 6 6 5 4 5 5 5 5 4
7 5 6 7 6 6 6 5 5 6 6 5
6 4 4 4 4 5 4 3 4 4 5 5
6 6 6 5 5 4 5 5 5 5 5 6
6 3 6 7 4 6 4 2 5 3 6 5
5 4 6 6 6 6 6 6 6 4 6 6
6 6 6 6 5 7 7 5 6 6 6 5
6 6 6 7 6 6 5 5 6 6 7 4
4 5 4 4 4 4 6 5 3 4 5 4
6 6 6 5 5 5 6 5 6 6 5 6
6 5 7 7 6 6 6 7 6 5 7 6
7 7 7 7 7 7 7 5 6 6 6 6
7 5 7 5 6 6 6 4 4 4 4 4
4 4 4 4 4 5 4 4 4 4 5 4
7 5 6 7 6 5 5 4 4 5 5 5
6 3 5 6 5 7 7 6 6 6 6 6
6 6 6 6 6 6 5 2 2 3 6 6
88
6 3 5 6 4 6 5 6 6 6 7 6
6 3 5 7 4 4 5 6 5 5 6 5
4 4 4 4 4 4 4 4 4 4 4 4
6 3 5 7 4 4 5 6 5 5 6 5
6 3 5 6 4 6 5 4 5 4 5 5
6 6 6 6 6 6 6 4 7 6 5 6
7 2 6 7 6 7 6 6 7 6 7 5
6 2 5 6 4 6 5 6 6 5 5 5
6 2 5 6 5 6 6 5 6 6 5 5
6 3 5 6 4 6 5 4 5 4 5 5
6 5 6 6 5 5 6 5 6 5 6 6
5 3 4 6 4 5 5 5 5 6 4 5
7 7 6 6 5 6 7 6 5 6 7 6
4 4 4 4 4 3 3 3 4 3 3 3
6 7 7 7 7 7 7 7 7 7 7 7
6 4 6 7 4 7 7 7 7 7 7 7
6 6 6 7 7 6 7 6 4 7 5 6
6 6 5 6 6 6 7 6 6 7 7 7
6 6 5 6 6 6 7 6 6 7 7 7
6 7 7 6 6 6 7 6 7 6 6 6
6 6 6 5 6 6 7 5 7 6 6 6
6 7 7 6 6 6 6 5 5 5 6 6
6 6 6 6 6 7 6 6 5 5 6 6
6 6 6 7 7 7 5 6 7 5 6 6
5 3 4 6 4 5 5 5 5 6 4 5
4 4 4 4 4 4 4 2 4 3 4 4
2 2 3 3 4 6 6 5 4 4 4 4
7 6 6 7 5 6 5 6 6 6 5 5
3 3 4 4 4 4 4 5 3 4 4 5
7 7 7 7 7 7 7 7 7 7 7 6
7 6 7 5 5 7 5 6 6 5 7 6
6 6 6 7 6 7 6 6 5 6 7 4
5 6 3 6 6 5 4 4 7 5 4 3
5 3 5 6 4 6 7 4 7 7 4 5
2 6 3 6 3 5 6 6 5 5 6 6
3 6 3 3 2 7 4 3 4 4 3 3
5 6 7 7 6 7 6 6 7 5 6 6
3 5 2 4 6 5 5 5 5 5 6 5
6 2 7 3 6 5 6 7 4 6 5 7
6 6 7 5 6 5 6 5 7 7 7 6
6 7 4 5 5 6 5 5 7 3 6 6
89
6 5 5 7 7 7 7 6 7 5 6 7
3 4 4 5 7 5 4 4 2 4 7 4
7 2 5 6 6 5 7 6 6 6 7 6
6 5 4 7 5 5 5 5 5 5 6 7
5 6 6 7 5 6 7 4 6 7 5 7
6 6 6 6 7 5 6 4 5 5 5 5
6 5 7 7 5 5 4 6 4 6 6 6
6 4 6 7 5 7 7 6 6 5 6 5
6 6 5 7 5 7 6 7 5 6 7 6
7 4 6 6 7 5 7 4 6 5 7 4
5 7 5 6 7 7 6 7 4 6 6 7
7 6 7 6 7 6 5 5 5 5 7 5
7 6 5 7 6 6 4 7 4 5 7 6
6 1 5 6 2 6 4 6 5 7 4 5
6 5 7 5 6 5 7 6 4 6 5 6
5 7 1 2 7 7 2 7 1 4 2 6
7 5 6 5 5 4 7 6 6 5 5 4
3 7 2 5 3 3 3 3 4 1 4 2
6 4 3 5 3 1 7 2 4 3 5 3
6 6 7 5 6 6 4 6 4 7 6 5
4 1 7 7 3 7 2 4 3 5 2 5
6 7 6 4 6 5 7 6 5 7 6 7
4 4 3 4 4 2 4 2 3 5 2 3
5 7 6 6 4 4 7 5 7 6 5 7
3 7 1 3 6 2 6 3 5 2 3 5
7 4 3 5 4 7 2 4 2 1 4 2
4 7 1 5 2 2 6 7 1 4 2 5
5 3 3 6 1 3 2 7 2 1 6 4
2 2 6 4 5 1 3 5 3 4 3 7
3 5 4 7 6 1 7 4 5 2 5 4
6 1 4 2 4 4 2 3 7 6 5 3
6 1 4 2 4 4 2 3 7 6 5 3
6 4 6 3 5 4 2 6 4 2 6 6
1 7 4 2 6 6 2 7 4 2 6 4
4 3 3 6 2 4 3 6 2 6 6 6
3 5 3 1 7 3 5 1 6 4 5 1
5 6 4 7 6 1 7 3 5 2 6 3
5 6 4 7 6 1 7 3 5 2 6 3
6 4 7 1 6 3 2 7 4 7 3 7
7 7 4 6 7 4 7 7 4 6 5 6
4 7 6 5 5 6 7 5 6 7 7 6
90
7 5 7 5 7 7 5 6 4 6 6 7
7 6 6 7 5 6 7 7 5 7 4 7
6 7 7 5 6 6 7 4 7 6 4 7
6 7 7 7 7 7 4 6 7 4 7 6
7 5 7 7 6 6 7 7 5 7 5 6
6 5 5 7 5 6 7 4 6 7 5 7
6 4 6 7 5 5 7 5 6 5 6 7
6 7 4 7 4 6 7 4 6 4 7 5
6 7 5 7 6 5 7 6 5 7 5 6
5 5 4 4 6 5 6 4 6 5 5 6
3 3 2 4 5 5 4 6 5 5 4 5
6 4 4 6 5 3 4 4 3 5 6 6
3 3 3 4 4 3 5 5 5 5 3 4
4 3 4 4 4 4 4 5 4 5 5 4
5 6 5 5 5 4 5 6 5 6 6 5
5 5 4 5 5 4 4 4 4 4 5 5
5 3 4 3 3 2 3 3 2 6 4 4
4 5 5 4 4 4 3 3 5 5 4 4
2 2 4 5 3 5 5 5 4 6 5 5
5 3 4 6 4 5 5 5 5 6 4 5
5 2 5 6 4 6 5 5 5 5 5 5
5 2 5 6 4 6 5 5 5 5 5 5
6 2 5 6 4 5 6 5 5 4 5 6
7 6 6 6 6 6 7 6 6 7 5 7
4 4 2 5 4 6 3 4 4 5 3 6
7 6 6 4 7 4 2 5 3 7 3 3
4 2 6 3 2 4 4 3 6 5 4 4
4 3 4 4 4 3 6 4 2 5 5 4
5 5 6 7 6 4 4 5 3 6 4 3
3 6 3 4 4 6 6 4 5 5 6 5
5 4 4 5 4 4 4 4 5 5 5 4
4 6 4 4 4 5 6 5 5 3 5 4
4 5 2 5 5 4 4 5 3 4 6 5
4 5 3 4 4 4 3 3 6 5 4 4
5 5 4 5 6 6 4 5 5 4 4 5
3 6 5 5 3 4 4 5 2 5 4 4
3 5 4 4 3 2 4 4 2 5 5 4
4 5 5 3 3 4 4 5 3 6 5 4
5 5 4 5 4 4 3 4 4 4 4 4
7 7 7 6 6 5 5 7 6 5 7 7
3 4 4 5 3 4 4 3 4 4 3 3
91
3 5 3 6 5 4 4 5 5 4 3 5
5 4 6 4 4 4 4 3 2 4 5 5
4 5 4 4 6 5 5 4 4 4 5 6
4 6 3 4 4 4 3 4 4 5 6 5
7 7 4 7 6 7 5 6 5 7 5 7
4 5 4 4 2 4 4 3 4 5 5 3
5 7 5 7 4 6 4 2 5 3 4 5
7 5 7 6 5 7 6 5 7 6 5 7
6 5 7 6 7 6 5 7 7 4 6 5
6 5 7 6 5 7 5 6 5 7 6 6
5 7 6 7 5 5 5 6 4 3 6 3
6 6 4 7 5 6 4 3 6 4 5 5
7 4 5 6 5 7 5 6 6 7 7 5
5 5 5 5 5 5 5 4 4 4 5 5
6 5 7 6 5 5 6 5 7 6 4 7
5 5 5 5 5 5 5 5 4 5 4 5
7 6 5 7 5 6 4 7 5 6 3 7
5 7 5 6 5 6 4 5 7 5 5 4
5 5 5 5 5 4 5 4 5 5 5 5
5 5 5 5 5 4 5 4 4 4 4 5
5 5 5 5 5 4 5 4 4 4 4 5
5 4 6 5 6 6 3 7 5 4 5 7
7 6 5 7 6 7 5 4 6 5 7 4
6 5 7 7 5 7 6 5 7 4 6 5
6 5 7 6 5 6 5 7 4 6 5 6
7 6 5 7 6 7 6 4 7 6 5 7
6 3 4 6 3 5 5 4 5 5 5 5
6 1 5 6 3 5 5 4 5 4 5 5
6 1 5 6 3 5 5 4 5 4 5 5
5 2 5 6 4 5 5 4 4 4 4 5
6 3 5 7 4 6 6 6 6 5 6 5
5 2 5 6 4 5 6 4 5 5 5 5
92
Customer Satisfaction
Customer Loyalty
Behavior Loyalty Attitudinal Loyalty
CS
1
CS
2
CS
3
CS
4
CS
5
CS
6
CLBL
1
CLBL
2
CLBL
3
CLAL
1
CLAL
2
CLAL
3
5 5 5 5 5 5 5 5 4 4 5 4
3 3 4 3 3 3 4 3 3 3 3 3
6 6 6 6 6 5 6 6 4 3 4 4
7 7 7 7 7 7 7 7 7 7 7 7
6 6 6 5 5 5 6 7 7 7 6 5
5 4 3 6 5 4 7 6 4 6 3 5
6 6 6 6 6 5 7 7 6 4 6 2
6 6 4 3 4 4 5 5 4 2 3 1
7 7 6 6 5 7 6 5 7 5 7 6
6 5 6 6 5 6 5 6 5 5 6 5
4 4 4 5 5 4 4 4 4 4 4 4
7 7 7 7 7 7 7 7 7 7 7 7
7 7 6 7 6 7 7 7 6 7 6 7
4 5 5 5 5 5 5 6 4 3 4 5
6 5 6 7 6 5 6 7 5 6 7 4
6 7 4 6 6 4 6 6 5 3 6 4
7 7 6 5 4 4 7 7 5 3 3 3
5 4 4 7 6 7 5 5 4 4 6 4
5 7 4 3 7 7 5 4 3 2 6 4
5 5 5 5 5 4 4 4 3 3 4 3
7 5 5 6 5 6 6 6 6 5 6 5
4 1 1 3 1 4 4 4 4 4 4 4
7 7 7 7 7 7 7 7 7 2 7 4
5 5 5 5 5 5 5 5 3 3 5 3
3 3 3 3 3 3 3 3 3 3 3 3
4 5 3 4 5 3 4 6 3 4 5 4
6 6 5 6 6 6 7 7 6 5 6 6
6 6 6 6 6 6 6 6 7 5 6 6
6 6 6 7 7 7 7 6 6 6 6 6
6 6 6 6 7 7 5 6 6 6 6 6
7 7 7 7 7 6 6 6 5 5 7 5
5 5 5 5 5 4 5 5 4 3 5 4
5 5 4 4 4 4 5 5 5 2 6 4
7 7 7 7 7 7 7 7 7 4 7 5
7 7 7 7 7 7 7 7 6 5 7 7
7 6 6 6 6 6 6 6 6 4 5 5
5 5 4 4 3 3 5 5 4 3 4 3
93
7 7 7 7 7 7 7 7 7 7 7 7
5 5 5 5 5 5 5 5 5 5 5 5
7 7 7 7 7 5 7 7 7 7 7 5
2 3 2 3 2 2 2 2 2 1 3 1
5 5 5 5 5 5 5 5 5 5 5 5
5 5 5 6 5 4 6 6 6 5 5 4
5 5 5 5 5 5 5 6 5 4 5 4
6 6 6 6 6 6 6 6 6 6 6 6
2 6 2 6 6 6 5 6 6 6 7 7
6 5 5 6 6 5 5 5 4 3 5 3
6 6 6 6 6 7 7 7 7 7 7 7
6 7 6 6 7 6 7 6 6 6 6 7
6 7 4 4 5 4 3 3 5 4 5 5
7 7 5 4 4 5 7 7 4 2 5 2
5 5 5 6 6 6 6 6 4 3 6 4
7 7 7 7 7 7 7 7 6 7 7 7
5 6 6 6 6 6 6 6 5 4 6 6
6 6 6 6 6 6 6 6 6 4 7 5
6 6 6 6 5 6 6 6 6 6 6 6
6 6 6 5 4 4 6 6 5 3 4 3
7 6 6 7 5 6 6 6 5 6 6 5
4 4 4 4 4 4 4 4 4 4 4 4
6 7 6 6 6 6 6 5 5 3 5 5
6 6 6 6 6 6 7 6 5 6 6 7
7 6 6 6 5 7 7 6 6 7 7 6
4 4 4 4 4 4 3 4 3 2 4 2
5 6 5 6 6 5 4 6 5 5 6 6
7 6 7 6 6 6 6 6 6 5 6 5
7 7 7 7 7 7 7 7 7 5 7 5
6 6 6 6 6 6 6 6 6 6 6 6
4 4 4 5 4 5 4 4 4 4 4 4
7 7 7 7 7 7 7 7 5 5 7 5
6 7 7 7 5 5 6 6 6 6 6 5
4 4 4 4 4 4 7 6 5 3 6 3
5 5 6 5 6 6 6 7 6 5 5 6
5 5 6 5 5 5 6 6 6 5 6 5
4 4 4 4 4 4 4 4 4 4 4 4
5 5 6 5 5 5 6 6 6 5 6 5
5 5 5 5 6 6 6 5 5 5 5 4
6 6 5 5 4 6 7 6 4 5 6 4
7 6 5 6 6 6 7 6 7 5 6 7
94
6 6 5 6 6 5 6 5 5 5 6 5
6 6 5 5 5 6 6 6 6 4 5 4
5 5 5 5 6 6 6 5 5 5 5 4
6 6 7 7 6 6 6 5 6 4 5 5
6 5 6 5 5 5 7 6 5 5 5 5
6 7 6 7 6 5 6 5 4 6 6 3
4 4 5 6 6 5 4 6 5 4 5 5
7 7 7 7 7 7 7 7 7 7 7 7
6 1 1 3 4 3 5 6 4 2 1 2
7 6 5 7 7 7 7 6 7 7 6 6
5 6 7 7 5 6 6 6 6 6 7 6
5 6 7 7 5 6 6 6 6 6 7 6
5 6 6 6 7 6 7 6 5 6 6 7
5 6 5 6 5 7 5 5 7 7 6 6
6 6 6 7 7 7 7 6 6 6 6 6
6 6 5 6 6 6 6 6 6 6 7 7
6 5 7 6 7 6 7 6 6 5 7 4
6 5 6 5 5 5 7 6 5 5 5 5
4 4 3 4 3 4 4 5 5 5 5 5
4 4 4 4 4 4 4 4 4 4 4 4
7 6 5 6 5 6 7 7 6 6 7 4
5 4 4 5 5 4 4 5 4 4 3 4
7 7 7 7 7 7 7 7 7 7 7 7
6 7 6 5 6 5 7 6 5 6 7 6
7 6 6 5 6 6 6 5 7 3 6 7
7 4 5 6 6 6 7 4 6 4 7 4
7 7 7 7 5 6 5 6 6 5 5 4
5 6 6 4 4 4 4 6 6 6 4 5
4 6 6 5 6 4 6 7 5 3 3 2
7 6 5 7 6 6 5 7 7 6 7 6
4 6 6 3 4 5 4 6 6 3 6 6
5 6 7 4 6 6 4 5 6 7 6 7
7 5 6 7 6 6 7 6 7 6 7 6
5 3 7 3 7 4 7 6 5 2 7 5
6 5 6 7 5 6 7 7 7 5 7 7
6 4 3 4 6 5 6 5 6 6 5 6
7 5 6 5 6 6 7 5 5 6 7 5
5 5 6 7 6 7 7 7 5 3 5 5
5 7 5 6 7 5 6 7 5 6 6 7
7 5 7 5 6 6 7 5 7 3 7 7
5 6 5 6 6 7 6 7 4 6 7 6
95
7 5 7 6 7 4 7 5 6 5 7 6
7 5 6 7 5 6 7 5 3 6 5 7
7 5 6 5 6 6 5 7 6 4 6 7
6 5 7 7 6 6 6 5 6 7 6 6
5 7 6 6 5 7 4 7 7 6 7 6
6 6 5 7 7 7 6 5 5 6 5 7
6 3 6 5 3 6 4 6 5 7 4 6
5 6 7 5 6 5 6 5 4 5 7 7
2 5 2 4 3 2 2 5 2 2 4 2
6 4 7 5 5 5 6 4 7 5 7 6
3 5 2 5 3 6 4 5 3 1 4 6
3 5 3 3 7 3 3 4 2 7 1 5
6 5 7 6 5 5 6 5 7 5 7 6
3 6 2 7 6 1 4 2 3 7 1 3
6 5 7 5 6 5 6 5 6 5 6 5
4 1 2 3 7 1 4 2 5 2 4 2
5 7 6 5 6 7 4 6 5 6 7 7
2 5 3 1 7 6 3 5 4 2 5 2
7 2 5 3 2 6 3 5 1 3 2 7
2 6 3 3 1 3 3 6 1 4 2 6
7 2 6 3 2 7 2 5 3 7 2 2
1 7 5 2 5 2 5 5 2 6 2 7
2 6 2 4 6 3 2 4 3 7 1 6
7 7 4 6 3 5 4 2 4 5 4 7
7 7 4 6 3 5 4 2 4 5 4 7
6 2 7 3 6 1 7 2 4 6 4 3
3 6 2 5 4 7 3 7 4 6 1 5
5 2 5 1 7 6 3 7 4 6 1 4
4 2 7 1 5 2 6 3 1 6 3 7
2 2 1 7 4 1 3 7 2 2 4 1
2 2 1 7 4 1 3 7 2 2 4 1
7 3 5 4 7 2 3 4 6 7 5 4
5 7 6 7 6 7 5 7 5 6 7 5
7 5 6 7 5 4 7 7 7 6 7 1
7 6 5 7 5 6 7 7 6 7 7 6
7 6 4 6 7 4 7 5 6 6 6 6
6 6 7 5 5 7 6 7 4 6 6 5
7 6 5 5 6 6 4 6 6 7 5 6
5 6 7 5 4 7 7 6 4 7 5 4
6 7 1 6 7 5 6 6 7 5 7 4
7 5 6 7 5 7 5 7 4 7 4 6
96
5 7 4 6 7 7 7 5 7 6 7 6
5 7 5 7 5 5 5 5 6 7 7 5
6 5 5 5 5 5 4 5 4 3 5 3
4 5 6 6 4 5 4 4 6 6 5 3
3 4 4 2 5 4 4 4 6 6 6 5
6 5 4 4 6 4 5 5 4 3 5 4
5 4 5 5 4 4 4 4 4 5 5 4
4 5 5 6 5 5 4 4 4 3 4 3
4 4 5 5 5 4 4 5 4 4 6 4
4 4 3 2 1 3 3 4 3 1 1 2
4 4 3 3 5 6 4 3 2 1 1 2
5 4 5 5 3 5 6 3 4 3 3 3
6 5 6 5 5 5 7 6 5 5 5 5
5 5 6 5 5 5 6 5 5 5 5 5
5 5 6 5 5 5 6 5 5 5 5 5
6 5 6 6 5 5 6 5 6 5 6 5
5 5 7 6 7 7 6 5 6 6 4 6
5 5 4 5 3 3 3 2 2 3 3 4
6 6 6 7 6 5 6 6 6 6 7 6
3 2 5 3 4 3 3 5 4 4 4 4
3 3 5 5 5 2 3 4 5 3 4 7
7 5 6 6 4 6 6 6 4 4 5 5
4 4 6 3 5 5 3 4 4 4 5 5
4 4 6 5 6 5 2 3 3 5 4 4
4 4 3 5 4 4 4 3 3 4 4 4
4 4 6 5 7 6 3 4 4 3 4 5
3 4 5 4 6 6 3 3 2 4 4 3
5 5 4 4 5 4 4 4 3 5 6 6
3 5 5 4 4 2 3 3 4 6 5 3
3 4 4 3 3 6 4 4 5 3 4 5
4 5 4 5 2 4 5 5 3 5 4 5
6 6 4 5 5 6 3 4 4 3 5 4
7 5 7 6 7 7 5 7 6 5 7 6
3 3 2 5 4 4 6 6 5 4 3 4
4 4 6 5 6 5 3 3 5 4 3 4
4 4 4 6 5 4 5 3 4 4 4 3
4 3 5 6 4 3 4 3 4 4 5 3
4 5 5 3 4 4 5 5 4 3 5 4
5 7 6 5 7 6 6 5 7 6 5 7
5 3 6 4 7 6 5 1 6 3 5 1
7 5 5 6 5 7 7 4 6 5 7 5
97
7 5 7 6 5 7 7 7 4 7 6 7
7 6 5 7 7 6 7 5 6 7 5 6
7 7 4 6 6 6 7 6 4 7 5 6
6 4 7 6 4 7 6 6 7 6 5 7
6 4 7 5 6 4 6 5 7 5 5 6
6 5 7 4 5 7 6 5 5 1 7 2
5 5 5 5 5 5 5 5 5 5 5 5
7 4 6 5 7 6 6 4 7 7 6 5
4 5 4 5 5 5 5 4 5 5 5 4
6 5 6 7 4 6 6 4 5 5 7 6
7 5 4 6 5 7 7 4 6 5 7 5
4 5 5 5 5 5 4 5 5 5 4 5
5 4 5 5 5 5 4 5 4 5 5 4
5 4 5 5 5 5 4 5 4 5 5 4
7 5 4 7 6 4 6 5 7 6 4 5
6 4 7 6 5 7 6 5 7 6 5 7
6 5 7 6 5 7 7 6 5 7 7 5
5 5 7 7 6 7 6 5 7 6 6 6
6 4 7 5 7 6 7 5 6 5 6 7
6 6 5 5 5 5 5 5 5 6 6 5
5 5 5 4 5 5 5 4 4 4 5 4
5 5 5 4 5 5 5 4 4 4 5 4
5 5 4 4 5 5 5 5 4 4 5 5
6 6 5 5 5 6 6 6 5 5 6 5
5 6 5 5 5 5 5 6 5 4 5 4
98
Appendix 4.1 KMO and Bartlett’s Test
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling
Adequacy.
.929
Bartlett's Test of
Sphericity
Approx. Chi-Square 2483.117
Df 153
Sig. .000 Source: SPSS ver. 24 Output
Appendix 4.2 Total Variance Explained
Source: SPSS ver. 24 Output
Total Variance Explained
Co
m
po
ne
nt
Initial Eigenvalues
Extraction Sums of
Squared Loadings
Rotation Sums of
Squared Loadings
Total
% of
Varian
ce
Cumul
ative
% Total
% of
Varian
ce
Cumul
ative
% Total
% of
Varian
ce
Cumul
ative
%
1 8.512 47.291 47.291 8.512 47.291 47.291 4.211 23.397 23.397
2 1.496 8.309 55.600 1.496 8.309 55.600 2.373 13.182 36.579
3 1.253 6.960 62.560 1.253 6.960 62.560 1.866 10.364 46.943
4 1.014 5.633 68.193 1.014 5.633 68.193 1.805 10.025 56.968
5 .784 4.356 72.549 .784 4.356 72.549 1.772 9.845 66.813
6 .639 3.550 76.099 .639 3.550 76.099 1.672 9.286 76.099
99
Appendix 4.3 Communalities
Communalities
Initial
Extractio
n
CS1 1.000 .706
CS3 1.000 .724
CS6 1.000 .814
Value3 1.000 .698
Value5 1.000 .640
Value7 1.000 .744
Image2 1.000 .850
Image4 1.000 .627
Image5 1.000 .713
Price2 1.000 .814
Price4 1.000 .758
CLAL1 1.000 .762
CLAL3 1.000 .823
AVPA 1.000 .800
AVR 1.000 .828
AVPI 1.000 .879
AVPS 1.000 .735
AVP 1.000 .779
Extraction Method: Principal
Component Analysis.
Source: SPSS ver. 24 Output
100
Appendix 4.4 Rotated Component Matrix
Rotated Component Matrixa
Component
1 2 3 4 5 6
CS1 .571
CS3 .630
CS6 .719
Value3 .757
Value5 .713
Value7 .719
Image2 .873
Image4 .524
Image5 .542
Price2 .802
Price4 .770
CLAL1 .735
CLAL3 .828
AVPA .760
AVR .788
AVPI .769
AVPS .678
AVP .745
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.a
a. Rotation converged in 12 iterations.
Source: SPSS ver. 24 Output
Appendix 4.5 Reliabilty
Variable Cronbach‟s Alpha
Brand Image 0.701
Price 0.762
Retail Service Quality 0.937
Perceived Value 0.766
Customer Satisfaction 0.783
Customer Loyalty 0.739
Source: Constructed by researcher
101
Appendix 4.6 SEM Diagram
Source: AMOS ver. 24 Output
Appendix 4.7 Goodness-of-fit Criteria and Result
Goodness-of-Fit Measure Cut of Value Result Interpretation
CMIN x 5.00 1.860 Accepted
GFI x ≥ 0.9 0.909 Accepted
AGFI x ≥ 0.9 0.866 Rejected
RMSEA x 0.08 0.062 Accepted
IFI x ≥ 0.95 0.959 Accepted
TLI x ≥ 0.95 0.945 Rejected
CFI x ≥ 0.95 0.958 Accepted
Source: Constructed by researcher
Appendix 4.8 Multiple Square Correlation
Estimate
Perceved_Value
1.063
Customer_Satisfaction
.664
Customer_Loyalty
.486
Source: AMOS ver. 24 Output
102
Appendix 4.9 Hypothesis Testing
Estim
ate S.E. C.R. P
Lab
el
Perceved
_Value <---
Brand
_Imag
e
.042 .083 .501 .616 par
_13
Perceved
_Value <--- Price -.044 .039
-
1.15
3
.249 par
_14
Perceved
_Value <---
Retail
_Servi
ce_Qu
ality
.704 .136 5.18
2 ***
par
_15
Customer
_Satisfact
ion
<---
Percev
ed_Va
lue
1.466 .217 6.75
2 ***
par
_18
Customer
_Loyalty <---
Percev
ed_Va
lue
.603 .288 2.09
6 .036
par
_20
Customer
_Loyalty <---
Custo
mer_S
atisfac
tion
.460 .178 2.58
9 .010
par
_21
Source: AMOS ver. 24 Output
103
Appendix 4.10 Standardized Regression Weight
Estimate
Perceved_Value <--- Brand_Image .072
Perceved_Value <--- Price -.097
Perceved_Value <--- Retail_Service_Quality 1.032
Customer_Satisfaction <--- Perceved_Value .815
Customer_Loyalty <--- Perceved_Value .308
Customer_Loyalty <--- Customer_Satisfaction .423
Source: AMOS ver. 24 Output
104
TABLES AND FIGURES
Figure 1.1 Global Fashion Sales Growth Rates (%)
Source: Raconteur.net
Figure 1.2 Revenue of Converse Worldwide from 2010 to 2017
Source: Constructed by researcher
983 1131
1324 1449
1684
1982 1955 2042
0
500
1000
1500
2000
2500
2010 2011 2012 2013 2014 2015 2016 2017
Mill
ion
U.S
. do
llars
Revenue of Converse Worlwide
105
Figure 3.1 Theoretical Framework
Source: Constructed by researcher
H6
Customer
Loyalty
Customer
Satisfaction
Retail
Service
Quality
Price
Brand Image
Perceived
Value
H2
106
Table 3.1 Operational Definition of Variables
Variable Author Item Statements
Brand
Image
(Alwi et al., 2016) Image1 Converse is innovative
(Lien et al., 2015)
Image2 Converse is reliable
Image3 Converse is attractive
Image4 Converse is pleasing
Image5 Converse is a social status
symbol
(Sondoh Jr et al.,
2007)
Image6 Usage of Converse is effective
to my needs than other brands
Price
(Andreti et al., 2013)
Price1 Converse offer best price every
day
(Lien et al., 2015)
Price 2 The price of Converse is
reasonable
Price 3 The price of Converse is
affordable
(Yee & Sidek, 2008)
Price 4 Converse provides goods value
for money
Retail
Service
Quality
(Sivapalan &
Jebarajakirthy, 2017)
Physical Aspect
AVPA1 Converse store has modern-
looking equipment and fixtures
AVPA2 The physical facilities at
Converse store are visually
appealing
AVPA3 Converse store has clean,
attractive and convenient areas
AVPA4 The layout of Converse store
makes it easy to find what I need
AVPA5 The layout of Converse store
makes it easy to move around
within the store
Reliability
AVR1 In Converse store, I am able to
get goods and services when I
require them
AVR2 Converse store provides its
services at the time it promises
to do so
AVR3 Converse store accepts the
suggestions made by customers
and works on them
AVR4 Converse store provides the
right service in the first instance
AVR5 Converse store insists on error-
free sales transactions and
records
107
Personal interaction
AVPI1 Employees in Converse store
have the knowledge to answer
my questions
AVPI2 The behavior of employees in
Converse store instills
confidence in me
AVPI3 I feel safe while doing
transactions with Converse store
AVPI4 Employees in Converse store
give me prompt service
AVPI5 Converse store gives individual
attention on me
AVPI6 Employees in Converse store are
consistently courteous with me
AVPI7 Employees of Converse store
treat me courteously on the
telephone
Problem solving
AVPS1 Converse store willingly handles
returns and exchanges
AVPS2 When I have a problem,
Converse store shows sincere
interests in solving it
AVPS3 Employees of Converse store are
able to handle my complaints
immediately
Policy
AVP1 Converse store offers high
quality merchandise
AVP2 Converse store provides plenty
of convenient and free parking
for customers
AVP3 The operating hours of Converse
are convenient to their
customers
AVP4 Converse accepts most major
credit cards
AVP5 I could enjoy special privilege
from Converse using its loyalty
points system
Perceive
d Value
(Hasan et al., 2014)
Value1 I feel safe purchase in Converse
Value2 I feel trust and confident in
Converse
(Gumussoy &
Koseoglu, 2016)
Value3 I have a huge saving from
buying at Converse
Value4 Converse has the best value for
108
great services
Value5 I got the best product than any of
the other brands
(Morgan & Govender,
2017)
Value6 I get value for money with
Converse
(Lien et al., 2015)
Value7 The overall expected value of
purchasing at Converse is high
Customer
Satisfacti
on
(Kao & Lin, 2016)
CS1 In general, I was pleased with
the quality of the service that
Converse provided
(Wantara, 2015)
CS2 Based on all my experiences
with Converse, I am very
satisfied
CS3 I am satisfied with the
price/quality ratio offered at
Converse
(Morgan & Govender,
2017)
CS4 I feel that Converse gives me
exactly what I need
(Hamid, Ibrahim,
Seesy, & Hasaballah,
2015)
CS5
My decision to purchase from
Converse was a wise one
(Bakti & Sumaedi,
2013)
CS6 Converse performance beyond
expectation
Customer
Loyalty
(Nikhashemi et al.,
2016)
Behaviour Loyalty
CLBL1 I will say positive thing about
Converse
CLBL2 I will recommend Converse to
someone
CLBL3 I will continue to shop at
Converse
Attitudinal Loyalty
CLAL1 I am emotionally attached to
Converse
CLAL2 I feel personally satisfied when I
shop from Converse
CLAL3 I am very committed to
Converse
Source: Constructed by researcher
Table 4.1 Demographic Data of Respondents
Description of the Characteristic of Respondents Quantity Percentage
Gender Female 139 53.3%
Male 122 46.7%
109
Age
Below 20 years old 89 34.1%
20-30 years old 154 59%
31-40 years old 13 5%
Above 40 years old 5 1.9%
Education
Level
Senior High School 103 39.5%
Diploma/Associate's Degree 32 12.3%
Undergraduate/Bachelor's Degree 122 46.7%
Master's Degree 4 1.5%
Occupation
Student 185 70.9%
Housewife 8 3.1%
Employee 42 16.1%
Entrepreneur 16 6.1%
Unemployed 9 3.4%
Have you
ever visit and
buy shoes at
Converse
Store in
Summarecon
Mall Bekasi?
Yes 226 86.6%
No 35 13.4%
Source: Constructed by researcher
Table 4.2 Brand Image Data Summary
Questions
1 2 3 4 5 6 7
F F F F F F F
110
% % % % % % %
Converse is
innovative
4
9%
12
5.3%
25
11.1%
33
14.6%
41
18.1%
58
25.7%
48
21.2%
Converse is
reliable
5
2.2%
6
2.7%
18
8%
38
16.8%
48
21.2%
58
25.7%
53
23.5%
Converse is
attractive
4
1.8%
10
4.4%
16
7.1%
41
18.1%
45
19.9%
56
24.8%
54
23.9%
Converse is
pleasing
6
2.7%
8
3.5%
14
6.2%
36
15.9%
55
24.3%
56
24.8%
51
22.6%
Converse is a
social status
symbol
10
4.4%
13
5.8%
23
10.2%
60
26.5%
42
18.6%
37
16.4%
41
18.1%
Usage of
Converse is
effective to
my needs
than other
brands
5
2.2%
9
4%
26
11.5%
58
25.7%
48
21.2%
45
19.9%
35
15.5%
1=Strongly Disagree 2=Disagree 3=Somewhat Disagree 4=Neutral 5=Somewhat
Agree 6=Agree 7=Strongly Agree
Source: Constructed by researcher
Table 4.3 Price Data Summary
Questions
1 2 3 4 5 6 7
F
%
F
%
F
%
F
%
F
%
F
%
F
%
Converse offer
best price
every day
5
2.2%
10
4.4%
30
13.3%
52
23%
49
21.7%
44
19.5%
36
15.9%
The price of
Converse is
reasonable
8
3.5%
14
6.2%
16
7.1%
49
21.7%
64
28.3%
41
18.1%
34
15%
The price of
Converse is
affordable
7
3.1%
8
3.5%
26
11.5%
41
18.1%
52
23%
46
20.4%
46
20.4%
Converse
provides goods
value for
money
2
0.9%
6
2.7%
14
6.2%
51
22.6%
57
25.2%
56
24.8%
40
17.7%
1=Strongly Disagree 2=Disagree 3=Somewhat Disagree 4=Neutral 5=Somewhat
Agree 6=Agree 7=Strongly Agree
Source: Constructed by researcher
Table 4.4 Retail Service Quality Data Summary
1 2 3 4 5 6 7
111
Questions F
%
F
%
F
%
F
%
F
%
F
%
F
%
Physical
aspect
Converse
store has
modern-
looking
equipment
and fixtures
3
1.3%
9
4%
18
8%
35
15.5%
55
24.3%
61
27%
45
19.9%
The physical
facilities at
Converse
store are
visually
appealing
2
0.9%
4
1.8%
15
6.6%
38
16.8%
55
24.3%
68
30.1%
44
19.5%
Converse
store has
clean,
attractive and
convenient
areas
4
1.8%
6
2.7%
11
4.9%
30
13.3%
62
27.4%
71
31.4%
42
18.6%
The layout of
Converse
store makes it
easy to find
what I need
0
0%
4
1.8%
16
7.1%
33
14.6%
70
31%
65
28.8%
38
16.8%
The layout of
Converse
store makes it
easy to move
around within
the store
2
0.9%
7
3.1%
11
4.9%
39
17.3%
50
22.1%
70
31%
47
20.8%
Reliability
In Converse
store, I am
able to get
goods and
services
when I
require them
3
1.3%
4
1.8%
13
5.8%
46
20.4%
64
28.3%
58
25.7%
38
16.8%
Converse
store
provides its
services at
the time it
promises to
do so
3
1.3%
10
4.4%
12
5.3%
37
16.4%
66
29.2%
51
22.6%
47
20.8%
112
Converse
store accepts
the
suggestions
made by
customers
and works on
them
1
0.4%
10
4.4%
12
5.3%
50
22.1%
59
26.1%
58
25.7%
36
15.9%
Converse
store
provides the
right service
in the first
instance
3
1.3%
5
2.2%
13
5.8%
60
26.5%
61
27%
44
19.5%
40
17.7%
Converse
store insists
on error-free
sales
transactions
and records
4
1.8%
2
0.9%
9
4%
43
19%
75
33.2%
54
23.9%
39
17.3%
Personal
interaction
Employees in
Converse
store have the
knowledge to
answer my
questions
3
1.3%
5
2.2%
15
6.6%
36
15.9%
57
25.2%
64
28.3%
46
20.4%
The behavior
of employees
in Converse
store instills
confidence in
me
0
0%
5
2.2%
18
8%
34
15%
53
23.5%
66
29.2%
50
22.1%
I feel safe
while doing
transactions
with
Converse
store
4
1.8%
7
3.1%
12
5.3%
38
16.8%
56
24.8%
65
28.8%
44
19.5%
Employees in
Converse
store give me
prompt
service
3
1.3%
4
1.8%
16
7.1%
33
14.6%
59
26.1%
60
26.5%
51
22.6%
Converse
store gives
individual
2
0.9%
7
3.1%
10
4.4%
36
15.9%
61
27%
69
30.5%
41
18.1%
113
attention on
me
Employees in
Converse
store are
consistently
courteous
with me
0
0%
7
3.1%
14
6.2%
41
18.1%
53
23.5%
65
28.8%
46
20.4%
Employees of
Converse
store treat me
courteously
on the
telephone
2
0.9%
8
3.5%
16
7.1%
51
22.6%
45
19.9%
75
33.2%
29
12.8%
Problem
solving
Converse
store
willingly
handles
returns and
exchanges
4
1.8%
9
4%
17
7.5%
62
27.4%
54
23.9%
43
19%
37
16.4%
When I have
a problem,
Converse
store shows
sincere
interests in
solving it
4
1.8%
9
4%
17
7.5%
51
22.6%
70
31%
39
17.3%
36
15.9%
Employees of
Converse
store are able
to handle my
complaints
immediately
2
0.9%
9
4%
16
7.1%
50
22.1%
62
27.4%
57
25.2%
30
13.3%
Policy
Converse
store offers
high quality
merchandise
1
0.4%
4
1.8%
17
7.5%
29
12.8%
50
22.1%
80
35.4%
45
19.9%
Converse
store
provides
plenty of
convenient
and free
parking for
customers
12
5.3%
15
6.6%
27
11.9%
30
13.3%
57
25.2%
48
21.2%
37
16.4%
114
The operating
hours of
Converse are
convenient to
their
customers
4
1.8%
5
2.2%
20
8.8%
50
22.1%
55
24.3%
52
23%
40
17.7%
Converse
accepts most
major credit
cards
2
0.9%
5
2.2%
12
5.3%
37
16.4%
46
20.4%
68
30.1%
56
24.8%
I could enjoy
special
privilege
from
Converse
using its
loyalty points
system
1
0.4%
8
3.5%
18
8%
58
25.7%
59
26.1%
55
24.3%
27
11.9%
1=Strongly Disagree 2=Disagree 3=Somewhat Disagree 4=Neutral 5=Somewhat
Agree 6=Agree 7=Strongly Agree
Source: Constructed by researcher
Table 4.5 Perceived Value Data Summary
Questions
1 2 3 4 5 6 7
F
%
F
%
F
%
F
%
F
%
F
%
F
%
I feel safe
purchase in
Converse
7
3.1%
6
2.7%
11
4.9%
44
19.5%
53
23.5%
60
26.5%
45
19.9%
I feel trust 2 11 13 46 55 44 55
115
and confident
in Converse
0.9% 4.9% 5.8% 20.4% 24.3% 19.5% 24.3%
I have a huge
saving from
buying at
Converse
4
1.8%
6
2.7%
26
11.5%
52
23%
62
27.4%
48
21.2%
28
12.4%
Converse has
the best value
for great
services
2
0.9%
12
5.3%
13
5.8%
50
22.1%
69
30.5%
39
17.3%
41
18.1%
I got the best
product than
any of the
other brands
6
2.7%
9
4%
16
7.1%
52
23%
63
27.9%
50
22.1%
30
13.3%
I get value
for money
with
Converse
3
1.3%
4
1.8%
17
7.5%
43
19%
66
29.2%
56
24.8%
37
16.4%
The overall
expected
value of
purchasing at
Converse is
high
3
1.3%
3
1.3%
16
7.1%
43
19%
72
31.9%
56
24.8%
33
14.6%
1=Strongly Disagree 2=Disagree 3=Somewhat Disagree 4=Neutral 5=Somewhat
Agree 6=Agree 7=Strongly Agree
Source: Constructed by researcher
Table 4.6 Customer Satisfaction Data Summary
Questions
1 2 3 4 5 6 7
F
%
F
%
F
%
F
%
F
%
F
%
F
%
In general, I
was pleased
with the
1
0.4%
8
3.5%
13
5.8%
32
14.2%
57
25.2%
61
27%
54
23.9%
116
quality of the
service that
Converse
provided
Based on all
my
experiences
with
Converse, I
am very
satisfied
3
1.3%
8
3.5%
10
4.4%
36
15.9%
72
31.9%
59
26.1%
38
16.8%
I am satisfied
with the
price/quality
ratio offered at
Converse
5
2.2%
9
4%
11
4.9%
33
14.6%
60
26.5%
65
28.8%
43
19%
I feel that
Converse
gives me
exactly what I
need
3
1.3%
3
1.3%
20
8.8%
26
11.5%
67
29.6%
61
27%
46
20.4%
My decision to
purchase from
Converse was
a wise one
3
1.3%
4
1.8%
12
5.3%
30
13.3%
75
33.2%
61
27%
41
18.1%
Converse
performance
beyond
expectation
5
2.2%
7
3.1%
12
5.3%
37
16.4%
57
25.2%
64
28.3%
44
19.5%
1=Strongly Disagree 2=Disagree 3=Somewhat Disagree 4=Neutral 5=Somewhat
Agree 6=Agree 7=Strongly Agree
Source: Constructed by researcher
Table 4.7 Customer Loyalty Data Summary
Questions
1 2 3 4 5 6 7
F
%
F
%
F
%
F
%
F
%
F
%
F
%
I will say
positive thing
about
0
0%
5
2.2%
22
9.7%
39
17.3%
38
16.8%
65
28.8%
57
25.2%
117
Converse
I will
recommend
Converse to
someone
1
0.4%
7
3.1%
13
5.8%
32
14.2%
65
28.8%
67
29.6%
41
18.1%
I will continue
to shop at
Converse
3
1.3%
9
4%
17
7.5%
54
23.9%
53
23.5%
56
24.8%
34
15%
I am
emotionally
attached to
Converse
5
2.2%
13
5.8%
32
14.2%
37
16.4%
56
24.8%
52
23%
31
13.7%
I feel
personally
satisfied when
I shop from
Converse
8
3.5%
4
1.8%
13
5.8%
36
15.9%
59
26.1%
54
23.9%
52
23%
I am very
committed to
Converse
6
2.7%
12
5.3%
20
8.8%
49
21.7%
57
25.2%
46
20.4%
36
15.9%
1=Strongly Disagree 2=Disagree 3=Somewhat Disagree 4=Neutral 5=Somewhat
Agree 6=Agree 7=Strongly Agree
Source: Constructed by researcher