Boosting customer trust: Pricing, experience and value in enchanting West Java tourism

Utarsih, Henny and Suryana, Yuyus and Sucherly, Sucherly and Sari, Diana and Riyanto, Agus (2023) Boosting customer trust: Pricing, experience and value in enchanting West Java tourism. Journal of Eastern European and Central Asian Research, 10 (6). ISSN 23288272, 23288280

Text 1. JEECAR - BOOSTING CUSTOMER TRUST - FULL.pdf Download (581kB)

Abstract

This study investigates the influence of experiential marketing and price on customer trust, with customer value as a moderating factor. Employing a sample of 200 respondents using proportionate stratified random sampling, data is collected through a survey with a structured questionnaire. Analysis via Structured Equation Modeling (SEM) using LISREL software highlights significant effects. Price exhibits a notable impact on customer trust, emphasizing its role in shaping perceptions. Furthermore, the joint influence of experiential marketing and price underscores a holistic approach. The study contributes to understanding the nuanced interplay among these variables, aiding businesses in refining trust-building strategies. By recognizing customer value's moderating role, this research provides valuable insights for effective customer relationship management.

Item Type:	Article
Subjects:	Jurnal Tercetak
Depositing User:	Yudha Taufik Nugraha
Date Deposited:	11 Dec 2023 07:27
Last Modified:	11 Dec 2023 07:27
URI:	http://repository.unikom.ac.id/id/eprint/70508

Actions (login required)

View Item