The Effect Of Customer Value On Customer Retention At Merdeka Toyota Dealers
Sumardi,Ratih Hurriyati, Heny Hendrayati

Universitas Pendidikan Indonesia
Universitas Pendidikan Indonesia
Universitas Pendidikan Indonesia

Abstract

ABSTRACT
This study aims to analyze the effect of customer value on customer retention. This study uses an explanatory research type with 43 respondents from vehicle maintenance customers at Merdeka Toyota dealers as the population. The data were analyzed using spss 25 regression. The results showed that customer value had a positive and significant effect on customer retention. Customer value must always be improved, developed, and created new values according to customer needs and expectations for the development and growth of the company in the future.

Keywords: Customer Value, Customer Retention,Toyota Car Care Customers

Topic: Marketing Management