SELF-IMAGE AND PRODUCT PERSONALIZATION: IMPACT ON CONSUMER RELATIONSHIP QUALITY AT ABABIL BILLBOARD PRINTING IN BENGKULU CITY
Abstract
This study aims to analyze the influence of self-image and product personalization on consumer relationship quality at Ababil Reklame Printing in Bengkulu City. The rapid growth of the printing industry has created a competitive landscape where businesses must go beyond standard products to build strong consumer relationships. Previous studies have primarily focused on the impact of these variables on customer satisfaction and loyalty in the fashion and technology sectors, leaving a research gap in the printing and advertising services industry. This study addresses this gap by investigating how consumers' perceptions of self-image congruence and personalized products affect their long-term relationships with service providers. Employing a quantitative approach, this research uses a survey method with a sample of Ababil Reklame customers. The collected data are analyzed using multiple regression to test the hypotheses. The findings are expected to demonstrate that both self-image and product personalization have a significant positive impact on relationship quality, highlighting their importance as strategic tools for fostering trust and commitment in the service industry.
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