Research Paper
Year: 2019 | Month: January | Volume: 6 | Issue: 1 | Pages: 34-46
The Influence of Innovation, Cost Leadership Strategy and Customer Orientation on Competitive Advantage and Its Impact on Customer Satisfaction at Container Depot of Pt Masaji Tatanan Container Branch of Belawan
Crimson H Sitanggang1, Yeni Absah2
1Postgraduate Students Department of Management, Faculty of Economics and Business at University of North Sumatera, Indonesia
2Postgraduate Lecturer Department of Management, Faculty of Economics and Business at University of North Sumatera, Indonesia
Corresponding Author: Crimson H Sitanggang
ABSTRACT
The growth of foreign trade through sea transportation mode by using containers encourages the competition in container depot industry. MTCon as one of the container depot company who has been running business for more than 20 years is required to be able to improve the profitability of the company through customer satisfaction. To win the competition in the industry MTCon must increase its superiority in creating better economic value from its competitors. This research analysed how the influence of innovation, cost leadership strategy and customer orientation to competitive advantage, then how its impact on customer satisfaction. The data was collected by using questionnaires instrument by taking 48 companies of MTCon’s customer which transacted at least 5 times in 2016. Inferential statistical analysis of this research used path analysis to know the significance of the mediation impact. The results showed that innovation, cost leadership strategy and customer orientation have positive and significant impact on competitive advantage. Similarly, competitive advantage, innovation and cost leadership strategy have positive and significant impact on customer satisfaction. But customer orientation has no significant effect on customer satisfaction. Furthermore, innovation and cost leadership strategy have positive and significant impact on customer satisfaction through competitive advantage as intervening variable, while customer orientation has no significant effect to customer satisfaction through competitive advantage as intervening variable.
Key words: customer satisfaction, competitive advantage, innovation, cost leadership strategy, and customer orientation
[PDF Full Text]