Title: CUSTOMER VALUE AS A DETERMINING FACTOR FOR VISITOR LOYALTY AT JAKABARING SPORT CITY PALEMBANG
Authors:
Esxi Martia Gusma, Rahmat Ingkadijaya, Nurbaeti and Myrza Rahmanita
Abstract:
This study investigates the role of Customer Value in shaping visitor loyalty at Jakabaring Sport City (JSC) in Palembang. Utilizing a qualitative approach, the research involved in-depth interviews and focus group discussions with visitors, local stakeholders, and event organizers. The analysis reveals that Customer Value encompasses several dimensions: emotional, quality, price, and social. Emotional value, derived from significant events such as the Asian Games 2018, plays a crucial role in fostering visitor attachment and repeat visits. Quality value is highlighted through positive feedback on the state-of-the-art facilities, which significantly enhance the visitor experience. Price value, although secondary, is influenced by the perceived fairness and value-for-money of ticket pricing. Social value is evident in JSC’s role as a community hub, where visitors appreciate the opportunity to connect with others who share similar interests. The study underscores that a holistic understanding of these dimensions can enhance visitor loyalty, suggesting that JSC should continue to invest in emotional engagement, maintain high-quality facilities, ensure competitive pricing, and foster social interactions to sustain and grow its visitor base.
Keywords: Customer Value, Visitor Loyalty, Emotional Value, Quality Value, Price Value, Social Value, Sports Events, Visitor Experience.
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