The effect of customer perceived value and customer satisfaction towards customer retention and the moderating role of member's Rank : a case study from 4Life Indonesia

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Lukas, Mahonri (2021) The effect of customer perceived value and customer satisfaction towards customer retention and the moderating role of member's Rank : a case study from 4Life Indonesia. Undergraduate thesis, IPMI Business School.

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Abstract

During the first and second quarters of 2020, 4Life Indonesia member enrollment received a big boost due to the demand of food supplements from the public and the numbers show us a significant jump from 2019. However, the increase of the enrollment of members was not followed by the increase of purchase retention. While numerous research have been done on how perceived value and customer satisfaction affects the retention of customers as well as how perceived value influences the satisfaction of consumers little has been done when factored in on how member ranking within the MLM business. Hence, the present research aims to focus on these aspects. Using questionnaires sent to 4Life members in the Jakarta, Surabaya, and Pekanbaru area, the study aims to understand their relationships and especially see if the member ranking has a moderating affect on the retention and satisfaction of members in the multilevel marketing industry. Four hypotheses were presented and a sample data set of 165 was used. The sample data set was studied with descriptive analysis using SPSS and PLS SEM. The result of the research found that there was positive influence between perceived value and customer retention, between perceived value and customer satisfaction, and that member ranking has a moderating affect on the relationship between customer satisfaction dan retention.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Master of Business Administration
Depositing User: Dede Faujiah
Date Deposited: 23 Jun 2022 07:35
Last Modified: 23 Jun 2022 07:35
URI: http://repository.ipmi.ac.id/id/eprint/1473

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