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

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.