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2006, as well as research from Nguyen and LeBlanc 2005, on the service industry in South Korea. Even the research of Nguyen and
LeBLanc has also been linked with the companys image among customer loyalty, customer loyalty was created from a good corporate image.
The latest research from Kassim and Souiden 2010 indicates that a good image of the company will develop and maintain good
relationships with customers, can even increase market share and sales. Not only the companys image but in Tsung-Chi 2007: 135 it is said that
reputation also has connections in maintaining customer relationships with the service provider.
5. Definition of Consumer Perceive Value
According to Kotler 2012, the value of the thought of the customer Customer Perceived Value is the difference between the
evaluation of the prospects for all benefits and all the costs that are on offer and other alternatives considered. The evaluation process involves
the exchange of what is acceptable to consumers customer total value, service value, image value and what was sacrificed customer total cost,
the monetary cost and non-monetary cost includes the cost of time, energy and mental. Seen from the side of the consumer, have a high value is a
major factor in the transaction of buying and selling Hollbrook: 1994. Kottler 2010. in Suliyanto 2010: 2 adds that the Customer
Perceived Value can also be expectations from consumers of the products
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or services that are expected to satisfy them. Added by the Ziethmal 1988 in Li 2010: 23 expressed approval that the Customer Perceived
Value is the overall assessment of the value to products based on the perception that he received or upon what has been accepted by the
consumer. A little different from what is presented by Kottler, Ducoffe 1996
in Dahlen, et. Al. 2009: 156, said that the Perceived value of Customer as the value of the products or services received based on consumer
advertising of such products or services. In the end, as a result of research Li 2010: 20 which is in line
with the theory of Lemon, et. Al. 2001, that the Customer Perceived Value holds the key role in the relationship between the purchaser and the
company, which was created from a number of factors, namely quality, price and convenience .Cronin 2000 associate the Customer Perceived
Value on on line shopping system as whole consumer assessment of the quality and the sacrifice incurred in shopping; customers overall
judgment of quality and sacrifice to shop . Mac Dougal and Levesque 2000 in Suliyanto 2009; 2, said that
the Perceived Customer Value will give a long-term benefit . Because customer perceived value increase consumer confidence on a particular
product, so it will encourage consumers to do the repetitive consumption on these products, or enhancing a sense of attachment to a product or
brand that has perceived value is positive.
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Various definitions of Customer Perceived Value cited by Li 2010; 30-33 from different sources, Anderson 1993 says that CPV is
related to the monetary units that are associated with that product. Whereas Burtz and Goodstein 1996 says that CPV more leads to
emotional shape that is formed between customers with a certain brand, because it considers the value of having a brand is more than other
brands in the similar products. While Moliner 2007 says that the Perceived Value to the Customer more experience after consuming, where
subjective judgment and therein including emotional reactions after consuming a product or service. Monroe 1990 says that the Customer
Perceived Value is a tradeoff from quality or benefit which is received from a consumer product compared to the sacrifice of the issued price. The
theory of Customer Perceived Value is most often used in the study are those of the Woodruff who says that Customer Perceived Value is the
overall evaluation of product attributes, attributes and performance consequences received by the consumer after consuming the products and
benefit that gets compared to other products. Mohammed 2012; 116 in his research related to brand loyalty,
many take the Customer Perceived Value of theory Anderson and Srinivasan 2003, said that if the perceived value is decreased, then the
consumer will tend to not committed against the product, brand or company. Other researchers, Chiou 2003 says that Perceived Value is a
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factor shaping the overall satisfaction is new on is finally will increase loyalty and commitment from the customer.
Lack of Perceive Value, which is quoted from research by Peterson 2004, Holbrook 1994, Petrick and Backman 2004 is in market
research, measuring the Perceived Value is not an easy thing, where the theory of perceived value measurement itself is very less. Measurement of
perceived value, into a debate about the perceived dimensions of value still takes place today, and requires more than just a marketing tool and
statistics but there are psychometric science in it so it was revealed from the article and Jayanti Ghosh 1996.
It is also delivered by Dahlen 2009: 156 that raised customer perceived value in his research, where it is perceived that express their
customer measurement value can be viewed from any side or from one side only, for example, perceived value received from the advertising of a
product, can even be restricted from one media advertisements only. Because of the perception of the consumer receives an advertisement, may
cause an emotional attitude of consumers to the product being advertised. However, there has been a lot of studies that are related to
Customer Perceived Value, such as the study of the Dagger, et al 2007 in the healthcare industry in Australia using the dimensions of service
quality, interpersonal hers added quality, technical quality, environment quality and administrative quality. The results of the study showed a link
between the level of consumer satisfaction with perceived value. Other
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studies have been conducted by the Moliner 2007 on the tourism industry in Spain, where the dimensions of customer perceived value used
is the functional value of service quality, price and professionalism then the dimensions of emotional value and social value dimension. Kim
2008 the adopting model research of Oliver 2007 conducted a study on e-commerce perceived value, dimensions used are perceived service
quality, product quality and perceived perceived price fairness.
6. Definition of Consumer Trust
