The Influence of Intangible Benefit towards Market Share of Manufacturing Company

Alfarisi, Salman and Azwirman, Azwirman and Edy Sabli, Tengku (2017) The Influence of Intangible Benefit towards Market Share of Manufacturing Company. ASP, y.

Text 2. The Influence of Intangible Benefit towards Market Share of Manufacturing Company.pdf - Published Version Download (703kB)

Abstract

Customer satisfaction has an important impact on customer loyalty. Intangible benefit was one of variable that influence customer satisfaction. Satisfied intangible benefit, influenced the customer loyalty, firm’s profitability, and enhance market share. This paper presented how intangible benefit influence the market share probability. The case study of this research are mobile phone manufacturers brand A, B, and C. On this research, there are several factors of intangible benefit affecting the customer satisfaction. The weighting process was conducted to rank the most affected factor to the market share. By using simple additive weighting, the most affecting factors is perceived value. Perceived value means the difference between the benefits received and the cost paid for receiving the service or product. Based on the data collected, perceived value affect about 34% of customer switch to other manufacturers. The market share probability was conducted to find the correlation between intangible benefit with market share probability. The method that used is markov chain and chapman-kolmogorov. The result of this study showed that in the first period, the customers of brand A are 41%, but in the tenth period 7.15% of brand A customers switch to other manufacturers. This paper has shown that intangible benefit is very important not only for service company, but also for manufacturing company.

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