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The Consumption Value and Value Congruity: A Conceptual Development of Hasanah Value Congruity

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Complex, Intelligent and Software Intensive Systems (CISIS 2022)

Part of the book series: Lecture Notes in Networks and Systems ((LNNS,volume 497))

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Abstract

This paper tries to propose a new concept that combines value congruity and religiosity called Hasanah Value Congruity (HVC). The concept describes as a unique capability of frontliner together as a marketing team, create a culture which congruence with the customer consumption value as a strategic asset, as customers prefer to use products and services that in line with their personal values. The values adhered in HVC is Islamic Values as the frontliner and the team’s culture capable to increase the level of one’s iman (ziadatul iman capability) and knowledge (the love of knowledge capability). HVC lies within the scope of internal marketing as enabling promises activity expected to increase marketing performance. Testing the validity of each dimension is needed, which can then be empirically tested with addition of service quality, internal communication and interpersonal relationship as variables.

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Author information

Authors and Affiliations

  1. Faculty of Economics, Universitas Islam Sultan Agung (UNISSULA), Semarang, Indonesia

    Ari Pranaditya

  2. Lecturer of Management, Faculty of Economics, Universitas Islam Sultan Agung (UNISSULA), Semarang, Indonesia

    Ken Sudarti &  Hendar

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  1. Ari Pranaditya
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  2. Ken Sudarti
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  3. Hendar
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Correspondence to Ari Pranaditya .

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Editors and Affiliations

  1. Department of Information and Communication Engineering, Fukuoka Institute of Technology, Fukuoka, Japan

    Leonard Barolli

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Pranaditya, A., Sudarti, K., Hendar (2022). The Consumption Value and Value Congruity: A Conceptual Development of Hasanah Value Congruity. In: Barolli, L. (eds) Complex, Intelligent and Software Intensive Systems. CISIS 2022. Lecture Notes in Networks and Systems, vol 497. Springer, Cham. https://doi.org/10.1007/978-3-031-08812-4_36

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