Sahata Lumban Tobing, Margono Setiawan, D. Djumahir, Dodi W. Irawan
This paper aim was to examine theoretically the factors affecting customer perceived value. Customer perceived value was important for company in order to increase profits and maintain sustainability. The process to create customer perceived value was affected by many factors. Therefore, this study will examine the antecedents of customer perceived value as service innovation capability, transformational leadership, and service marketing capability, either directly or indirectly through intervening of service marketing capability variables. This research was a theoretical study to build a new model of factors affecting the customer perceived value, either directly or indirectly. Based on the nature which was a theoretical study, the future research was needed to prove the relationship empirically. © 2017 Serials Publications Pvt. Ltd.
Economic and Business Faculty, Brawijaya University, Indonesia
