PERAN MODAL INTELEKTUAL SEBAGAI SUMBER PENCIPTAAN NILAI PELANGGAN DALAM PREFERENSI MEREK UNTUK KEUNGGULAN KOMPETITIF BERKELANJUTAN: STUDI EKUITAS MEREK PADA WIRAUSAHA MUDA
Abstract views: 317
,
PDF downloads: 255
Abstract
Objektif. Penelitian ini menggarisbawahi bahwa kinerja organisasi ditentukan oleh Modal Kapital, yang menjadi sumber utama keunggulan kompetitif berkelanjutan, dan fondasi kesuksesan bisnis, yang terletak pada kemampuannya untuk menciptakan keunggulan kompetitif yang berkelanjutan, dengan menyediakan sumber diferensiasi nilai pelanggan yang sulit ditiru, dan tidak tergantikan.
Material dan Metode. Pendekatan kuantitatif dengan analisis data multivariat dan serangkaian uji regresi liner berganda dipergunakan untuk menyelidiki keterkaitan antara pengetahuan organisasi dan manajemen pembelajaran, nilai keuangan dan pengalaman pelanggan, termasuk keterlibatan merek
Hasil. Modal Kapital terbukti menjadi sumber daya utama yang memungkinkan organisasi untuk memanfaatkan pengetahuan, wawasan, serta keterlibatan penuh semua anggota organisasi untuk mengakuisisi nilai pelanggan yang unik, dan keunggulan kompetitif yang berkelanjutan pada posisi reputasi dan citranya di pangsa pasar.
Kesimpulan. Penelitian ini mengklarifikasi korelasi positif signifikan antara modal intelektual, pendekatan pemasaran berbasis nilai, dan preferensi merek pelanggan sebagai strategi keberhasilan inti untuk meningkatkan keunggulan kompetitif berkelanjutan organisasi.
Downloads
References
Bloch, Peter H. (1981). “An exploration into the scaling of consumers’ involvement with a product class”, Advances in Consumer Research, Vol. 8, Iss. 1, pp. 61-65. Corpus ID: 168191196.
Brodie, Roderick J., Linda D. Hollebeek, B. Juric´, & A. Ilic´ (2011), “Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research,” Journal of Service Research, 14 (3), 252-271. DOI:10.1177/1094670511411703
Chandler, Jennifer D. & Robert F. Lusch (2015), “Service Systems: A Broadened Framework and Research Agenda on Value Propositions, Engagement, and Service Experience,” Journal of Service Research, 18 (1), 6-22. DOI:10.1177/1094670514537709
Chen, L., & Mohamed, S. (2010). “The strategic importance of tacit knowledge management activities in construction,” Construction Innovation, 10(2), 138-163. DOI:10.1108/14714171011037165
Chung, H. F., Yang, Z., & Huang, P. H. (2015). “How does organizational learning matter in strategic business performance? The contingency role of guanxi networking,” Journal of Business Research, 68(6), 1216–1224. DOI:10.1016/J.JBUSRES.2014.11.016
Colm, Laura, Andrea Ordanini, & A. Parasuraman (2017), “When Service Customers Do Not Consume in Isolation,” Journal of Service Research, 20 (3), 223-239. DOI:10.1177/1094670517690025
Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). “Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments,” Journal of Retailing, 76(2), pp. 193-218. DOI:10.1016/S0022-4359(00)00028-2.
Fritz, K., Schoenmueller, V. & Bruhn, M. (2017), “Authenticity in branding – exploring antecedents and consequences of brand authenticity”, European Journal of Marketing, Vol. 51 No. 2, pp. 324-348. DOI:10.1108/EJM-10-2014-0633
Grönroos, C., & Voima, P. (2013). “Critical service logic: Making sense of value creation and cocreation,” Journal of the Academy of Marketing Science, 41 (2), pp. 133-150. DOI:10.1007/S11747-012-0308-3.
Guthrie, Michelle F. & Kim, Hye-Shin (2009). “The relationship between consumer involvement and brand perceptions of female cosmetic consumers”, Journal of Brand Management, Vol. 17, Issue 2, pp. 114-133. DOI:10.1057/BM.2008.28.
Holbrook, M. B. (1994). The Nature of Customer Value: An Axiology of Services in the Consumption Experience. Thousand Oaks, CA: Sage Publications. DOI:10.4135/9781452229102.N2.
Husted, K., & Michailova, S. (2002). “Diagnosing and fighting knowledge-sharing hostility,” Organizational Dynamics, 31(1), pp. 60-73. DOI:10.1108/13673271211262790.
Jung, Jin Ho, Jaewon Jay Yoo, & Todd J. Arnold (2017), “Service Climate as a Moderator of the Effects of Customer-to-customer Interactions on Customer Support and Service Quality,” Journal of Service Research,20 (4), 426-440. DOI:10.1177/1094670517714331
Keller, K.L., (2001). Building customer-based brand equity: a blueprint for creating strong brands. Marketing Science Institute, Working Paper (01-107). Corpus ID: 10882841.
Laurent, G. & Kapferer, J. (1986). "Consumer Involvement Profiles: A New Practical Approach to Consumer Involvement", Journal of Advertising Research, Vol.c 25, Iss. 6, pp. 48-56. Corpus ID: 151729945.
Lepak, D. P., Smith, K. G., & Taylor, M. S. (2007). “Value creation and value capture: A multilevel perspective,” Academy of Management Review, 32(1), pp. 180–194. DOI:10.1186/S41073-016-0012-9.
López-Cabarcos, M. Á., Srinivasan, S., Göttling-Oliveira-Monteiro, S., & Vázquez-Rodríguez, P. (2019). “Tacit knowledge and firm performance relationship. The role of product innovation and the firm level capabilities.” Journal of Business Economics and Management, 20(2), 330-350. DOI:10.3846/JBEM.2019.9590
Mathwick, C., Malhotra, N., & Rigdon, E. (2001). “Experiential value: Conceptualization, measurement and application in the catalog and Internet shopping environment,” Journal of Retailing, 77(1), 39-56. DOI:10.1016/S0022-4359(00)00045-2.
Maditinos, D., Chatzoudes, D., Tsairidis, C., & Georgios Theriou, G. (2011). The ımpact of ıntellectual capital on firms’ market value and financial performance. Journal of Intellectual Capital, 12 (1): 132-151. DOI:10.1108/14691931111097944
Makela, K., Kalla, H. K., & Piekkari, R. (2007). “Interpersonal similarity as a driver of knowledge sharing within multinational corporations,” International Business Review., 16(1), 1-22. DOI:10.1016/J.IBUSREV.2006.11.002.
Nonaka, I. (1994). A dynamic theory of organizational knowledge creation. Organ. Sci. 5(1) 14-37. DOI:10.1287/ORSC.5.1.14.
North, K., & Kumta, G. (2018). Knowledge management: Value creation through organizational learning. Gewerbestrasse: Springer. Corpus ID: 166309359
Obonyo, Moses. (2011). ”Experiential marketing, Experiential value, Purchase Behavior and customer loyalty in the telecom industry.” Master of science in marketing, 12 (2): 33-36. Corpus ID: 168077612.
Park, Whan C. & Young, Mark S. (1983). “Types and Levels of Involvement and Brand Attitude”, Advances in Consumer Research, Vol. 10, pp. 320-324. Corpus ID: 147708250.
Park, C. Whan, & Young, S. Mark (1986). “Consumer Response to Television Commercials: The Impact of Involvement and Background Music on Brand Attitude Formation,” Journal of Marketing Research, Vol. 23, Iss. 1, pp.11–24. DOI:10.1177/002224378602300102.
Siqueira, J. R.. N. Peña, Enrique ter Horst, Germán Molina. (2020) “A 2020 perspective on “Spreading the word: How customer experience in a traditional retail setting influences consumer traditional and electronic word-of-mouth intention,“ Electronic Commerce Research and Applications, Vol. 40, March–April 2020. DOI:10.1016/j.elerap.2020.100930
Srivastava, Mala. & Kamdar, Rutu Mody. (2009). “Brand Image Formation as a function of involvement and familiarity”, Journal of Indian Management & Strategy, Vol. 14, Iss. 4, pp. 84-91. DOI:10.1177/0971890720090111.
Tsoukas, H. (2005). Do we really understand tacit knowledge? In H. Tsoukas (Ed.), Complex knowledge: Studies in organizational epistemology. pp. 141-161. New York: Oxford, University Press. Corpus ID: 17090970.
Vargo, S.L. & Lusch, R.F. (2016), “Institutions and axioms: an extension and update of servicedominant logic”, Journal of the Academy of Marketing Science, Vol. 44 No. 1, pp. 5-23. DOI:10.1007/S11747-015-0456-3
Zaichkowsky, Judith L. & Sood, James H. (1989). ”A Global Look at Consumer Involvement and Use of Products”, International Marketing Review, Vol. 6, Iss. 1, pp. 20-34. DOI:10.1108/EUM0000000001500
Zeng, Lijuan., & Tang, X. (2014). “Analysis of tacit knowledge and its dominant path,” Canadian Social Science, 10(2), 50-55. DOI:10.3968/4408
Copyright (c) 2022 mia100 kristanti
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright on any article is retained by the author(s).
2. The author grants the journal, right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work’s authorship and initial publication in this journal.
3. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal’s published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
4. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
5. The article and any associated published material is distributed under the Creative Commons Attribution-ShareAlike 4.0 International License
