Different dimensions of customer received different evaluation of customer in Appendix VII. All 23 items were well evaluated. The economic had the lowest
H5
Customer Loyalty H1
H2
H3
H4 Funct 1
Funct 2 Social EcoEmo
Moderator
- Owners and drivers
32
range of mean from 3,45 to 4,14 because of two item Eco 12 (mean = 3,4565) and Eco 09 (mean = 3,8043). While the others items of two factors, society and function group 1, had better evaluation in which the measurement scale item of society factor received the highest range of mean from 4,28 to 4,65 while the measurement scale items of function factor had the widest range of mean from 3,74 to 4,31.
Among the factors of values, the results showed that the social value was highly evaluated with the mean at 4,4493 and followed by the functional value factor with the mean at 4,0335, the next was emotional value factor with the mean at 4.0054. Three factors above were above the average while the rests, nearly reach the average with the mean at 3,8369 (economic value factor) and with the mean at 3,6703 (loyalty value factor).
With the highest mean among the factors of society value, the customer considered the performance of social value nearly reached the perfect value. The second and the fourth factors showed that these two factor which really effect customer care.
With the lowest mean among factors of loyalty value (3,67), we can see that, although customer satisfied with some other value, but it is not mean they will choose to buy insurance of this company again.
4.3.4 Testing the research model hypotheses
The table presented the coding of the factors before running the multiple linear regressions.
Table 4.4: Recode variable for the multiple linear regression
Recode variable Description
Loyal Customer Loyalty
Funct 1, Funct 2 Functional value
Ecoemo Economic value and Emotional value
Society Social value
33
The purpose of the multiple linear regressions was to find out if the model fit the data and proposed positive influence of customer functional value, economic value, emotional value and social value on customer loyalty. Furthermore, the analysis also aimed to find out the extent of the impacts. The analysis was set at the significant level 5%.
The multiple linear regressions were created to test with five independent variables (function, economic, emotion, social) and level of values and customer loyalty between owner and driver groups of compensation process and dependent variable (loyalty):
- The Functional value dimension of compensation process in customer loyalty
- The Economic value dimension of compensation process in customer loyalty
- The Emotional value dimension of compensation process in customer loyalty
- The Social value dimension of compensation process in customer loyalty - Level of values between owner and driver groups dimension
ofcompensation process in customer loyalty 4.3.5 Testing the research model
The results of multiple linear regression showed in the Appendix IV with the adjust R2 = 36,1% that indicated the model could explain 36,1% of the variability in the dependent variable by the four independent variable. The F-Value has sig.
=0.000 indicated the model fit to the data of research.
The results of multiple linear regressions showed in the Appendix V shows us the different influences between drivers and car owners. For the group driver, the two factors EcoEmo value and funct2 valuehad a very strong influence (Sig.
ECOEMO = .003 and Sig. FUNCT 2 = .000. And for car owners group primarily affected by the group of economic factors and value emotional value (Sig.
ECOEMO = .001)
34 4.3.6 Hypothesis testing
Table 4.5 Results of multiple linear regression analysis Coefficientsa
Model
Unstandardized Coefficients
Standard ized Coefficie
nts
t Sig.
Collinearity Statistics B
Std.
Error Beta Tolerance VIF
1 (Constant) -1.339E-16 .066 .000 1.000
FUNCT1 -.114 .094 -.113 -1.212 .227 .533 1.875
ECOEMO .417 .091 .397 4.573 .000 .619 1.615
SOCIAL .088 .086 .085 1.027 .306 .689 1.452
FUNCT2 .356 .098 .331 3.619 .000 .557 1.795
Dependent Variable: LOYAL
Table 4.6Level of values between owner and driver groups
Model Owner group (n = 72) Driver group (n = 66)
B Sig. B Sig.
(Constant) -.053 .564 .047 .633
FUNCT1 -.012 .928 -.270 .049
ECOEMO .396 .001 .439 .003
SOCIAL .190 .182 .039 .718
FUNCT2 .168 .176 .667 .000
a. Testing H1
The table 4.5 presented results of multiple linear regression of the model.
With the significant coefficient more than 5% the result indicated the independent variable (funct1 value) had the negative relationship with the dependent variable (Customer loyalty). Therefore, the hypotheses H1 werenot supported in this research.
b. Testing H2
The table 4.5 presented results of multiple linear regression of the model.
With the significant coefficient less than 5% the result indicated the independent variable (EcoEmo value) had the positive relationship with the
35
dependent variable (Customer loyalty). Therefore, the hypotheses H2 were absolutely supported in this research.
c. Testing H3
The table 4.5 presented results of multiple linear regression of the model.
With the significant coefficient more than 5% the result indicated the independent variable (Socialvalue) had the negative relationship with the dependent variable (Customer loyalty). Therefore, the hypotheses H3 were not supported in this research.
d. Testing H4
The result in the table 4.5 showed that the significant coefficient more than 5%, the result indicated that the independent variable (Funct2 value) had the positive relationship with the dependent variable (Customer loyalty).
Therefore, the hypotheses H4 wasabsolutely supported in this research e. Testing H5
The results in table 4.6 show that the significant coefficient less than 5%, the result indicated that the independent variable (EcoEmo value) had influence on the owner (Ecoemo Sig. .001), besides that driver is not only influenced by EcoEmo value but also funct2 value (Ecoemo Sig. .003;
Funct2 Sig. .000). Therefore, the hypotheses H5 was absolutely supported in this research
4.4 DISCUSSION
In the chapter II, theoretical model was developed base on literature review.
Through empirical test, findings have confirmed the relation Functional Value, Economic value, Emotional value and Social value to Customer Loyalty. It reinforces the theoretical background that was presented in previous sections. It is confirm that the initially hypothesized model is a satisfactory.
As results of SPSS analysis, we can see two factor Funct1 and Social value which have not effected to customer loyalty. This can be understand that, Funct1 value are elements of regulations, state rules, and be done in a uniform manner, Social value is factor which not directly affect to customer benefits.
36
In return, Function 2 value, EcoEmovalue are factors which effect directly to customer benefits. So these factors have very strong influence to customer loyalty.
4.5 SUMMARY
In chapter 4, the study presented the testing of reliability, validity of measurement scale. The analyses of data were also included in this chapter such as descriptive analysis, EFA, multiple linear regression and testing hypotheses.