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Bridging Perspectives Of Customer Value Proposition And Customer Perceived Value Of Intercity Non-Bus Transportation Service In Indonesia, Ihsan Hadiansah, Rendika Nugraha, Adhi Setyo Santoso, Mustika Sufiati Purwanegara

The South East Asian Journal of Management

Research Aims - The study aim is to explore value proposition creation from the perspectives of non-bus transportation services and to investigate the factors in customer perceived value, especially functional value (operations, facilities, professionalism, and price), that influence purchase intention from customers’ perspectives. Design/methodology/approach - This mixed methods study used personal interviews, participant observation, and a survey to collect the data. Then, we conducted exploratory case study by using organisational level logic model as a qualitative analysis technique. Finally, we used regression for hypothesis testing of the quantitative section. Research Findings - The results indicated that non-bus transportation services should …