International Journal of Economics, Business and Accounting Research (IJEBAR) Page 152
customer voice, therefore it is necessary to measure the level of satisfaction to determine
whether the customer is satisfied or not to the service has been obtained, if the customer is
dissatisfied, it must immediately know the causes and make corrections or improvements to
eliminate the dissatisfaction. If the customer is satisfied it is necessary to maintain that the
customer remains a customer at PT Samator Gas Industri Samarinda Seberang and does not
switch to other companies (customer retention), in addition to measuring the level of
customer satisfaction a strategy is also made to create customer loyalty at PT Samator Gas
Industri Samarinda Seberang.
2. Foundation of Theory and Development of Hypotheses
The relationship between customer value and satisfaction
Value can be felt by customers if they have used the product purchased because value is an
experience that is felt by the customer. The emotional impression that is felt by the
customer is an obligation for the producer to create a positive psychological impression,
especially for users who intensively use the example of motorcycle taxi drivers who use
motorcycles to support their work. Hurriyarti (2008: 111) business carried out by
companies is to deliver customer value and the basic mission of a business company is no
longer in the form of profit, but rather the creation and addition of value for customers
while profit is a consequence of giving customer value.
The purpose of value creation is to create customer satisfaction. Kotler & Keller
(2009: 138) Customer Satisfaction is a feeling of pleasure or disappointment someone who
arises because of comparing the perceived real performance of the product, compared to
customer expectations before the use of the product. The main key in creating satisfaction
cannot be separated from the name of customer expectations and impressions felt by
customers, so that producers who understand customer satisfaction will try to create offers
that are able to provide expectations and positive impressions of a product, by integrating
Customer value as the main factor in the offer. The higher the Customer value, the
satisfaction felt by the customer will also be higher. Mardikawati (2013) that there is a
positive influence between Customer value on Customer Satisfaction.
The relationship between customer value and loyalty
Customer value has a very close relationship with customer loyalty. The application of high
customer value will create superior customer value. Furthermore, superior customer value
will increase the satisfaction of the target market which will ultimately give a positive
response in the form of more and more customers using and loyal to the product, due to the
higher perceived value of the customer than the value offered by its competitors
Relationship between customer value and customer loyalty Robinette (2001: 9),
namely: success ang growth are shown to be dependent on the link among values, profits,
and customer loyalty. Customer success and growth will depend on creating value, profit
and loyalty from customers. The creation of high customer value will foster emotional
bonds and positive responses between customers and companies in building relationships.
Relationships that are established without emotion become a mechanical activity and make
customers have no real reason to stay. To increase loyalty the company must increase the
satisfaction of each customer and maintain that level of satisfaction in the long run.
Griffin (2003: 133) that to get loyal customers the company must provide customer
value continuously, improve, improve, or even change products or services to increase
profits for customers. Therefore to increase satisfaction, companies must add value that can
get them what they paid for or more than they expected so that they can survive and lead to
repeat purchases, recommendations and an increasing proportion of spending.