Resource Based View: Strategies of the Manager of Green Food Product Industry in Indonesia

Green food product industry requires special handling with respect to its available resources. The purpose of this research was to determine the resource-based effect on the customer value and the customer satisfaction, and the influence of the customer value and the customer satisfaction to the customer loyalty in green food products industry. The research method that is used is descriptive and explanatory survey. The sources of data in this research were the managers of the green food products industry in Indonesia. The primary data were collected by using questionnaires and interviews to the managers. The secondary data were collected by searching the documents which are relevant to the issues under the study. The results showed that core resources and critical resources influence significantly customers value. Core resources and critical resources also influence customers satisfaction significantly. Customer value and customer satisfaction simultaneously influence significantly customer's loyalty in the green food products industry.