Analysis of Resource Based Approach on The Customer Value and Customer Satisfaction and Its Implications on Customer Loyalty of Organic Products Industry

摘要

Strategic management researches in the perspective of resource based on the organic product industry is still limited in number although this industry has contribution to economic level of these countries. This research used descriptive and explanatory methods. The type of this research is causality research with cross sectional. The sampling technique is cluster area sampling. This paper discusses about resource-based approach and implementation in manufacturers of organic products in Indonesia. The unit analyses arc managers of organic products industry, companies located in Indonesia. The result of this research reveals that there is a significant influence of the resource based approach towards the customer value variables respectively, there is a significant influence of the resource based approach towards the customer satisfaction variables and, there are significant influences of the customer satisfaction and the customer value towards the customer loyalty of organic product industry.