THE ANTECEDENTS OF CUSTOMER SATISFACTION AND ITS IMPACT ON CUSTOMER LOYALTY
(The study of Merry’s Cake Lampung)
Keywords:
Customer Preferences, Product Quality, Service Quality, Product Image, Customer Satisfaction, Customer LoyaltyAbstract
This study aims to determine the effect of customer preferences on product quality, service quality, product image on customer satisfaction and customer loyalty in the Merry's Lampung pastry business. The research method used in this research is a purposive random sampling method with 200 customers as respondents and uses the SEM (Structural Equation Modeling) analysis method. the results of this study note that product quality has a positive and significant influence on customer satisfaction and on customer loyalty, service quality has a positive and significant influence on customer satisfaction and on customer loyalty, product image has a positive and significant influence on customer satisfaction and loyalty and then customer satisfaction as an intervening variable has a positive and significant influence on customer loyalty. The recommendation obtained in this study are Merry's Lampung pastry business managers need to innovate such as making more attractive cake shapes, more unique packaging, ease of payment, adding premium products and improving facilities to increase customer satisfaction and customer loyalty.
References
Ali, Muhammad and Raza, Syed Ali. (2017). “Service Quality Perception and Customer Satisfaction in Islamic Banks of Pakistan: The Modified SERVQUAL Model.” Total Quality Management & Business Excellence 28(5–6):559–77. doi: 10.1080/14783363.2015.1100517.
Barusman, Andala Rama Putra. (2019). “The Effect of Security, Service Quality, Operations and Information Management, Reliability &trustworthiness on e-Loyalty Moderated by Customer Satisfaction on the Online Shopping Website.” International Journal of Supply Chain Management 8(6):586–94.
Barusman, Andala Rama Putra and Rulian, Evelin Putri. (2020). “Customer Satisfaction and Retention and Its Impact on Turism in Hotel Industry.” Utopia y Praxis Latinoamericana 25(Extra1):117–26. doi: 10.5281/zenodo.3774581.
Barusman, Andala Rama Putra and Suwandi, Felicia. (2020). “The Impact of Lifestyle, Social Media Marketing, and Influencer Marketing on Purchase Decision for Ayam Geprek Culinary Business.” International Journal of Psychosocial Rehabilitation 24(9):2854–60.
Budianto, Apri. (2019). “The Graduate Program of Universitas Galuh Master of Management Studies Program Customer Loyalty : Quality of Service.” 3(1).
Dennisa, Eugenia Andrea and santoso, Suryono Budi. (2016). “Analisis Pengaruh Kualitas Produk , Kualitas Layanan , Dan Citra Merek Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Variabel Intervening ( Studi Pada Klinik Kecantikan Cosmedic Semarang ).” 5:1–13.
Gugler., Klaus, Michael Weichselbaumer, and Zulehner, Christine. (2015). “Competition in the Economic Crisis : Analysis of Procurement Auctions.” European Economic Review 73(March 2008):35–57. doi: 10.1016/j.euroecorev.2014.10.007.
Izogo, Ernest Emekaand and Ogba, Ike Elechi. (2015). “Service Quality, Customer Satisfaction and Loyalty in Automobile Repair Services Sector.” International Journal of Quality and Reliability Management 32(3):250–69. doi: 10.1108/IJQRM-05-2013-0075.
Azizan, Nurul Sakinah and Yusr, Maha Mohammed. (2019). “The Influence Of Customer Satisfaction , Brand Trust And Brand Image Towards Customer.” 93–108. doi: 10.35631/ijemp.270010.
Kotler. (2015). Marketing an Introducing Pretiece Hall Twelfth Edition”,. England :
Lahap, Johanudin., Ramli, Nur Safiah., Said, Noraslinda Moh., Radzi, Salleh Moh and Zain, Razlan Adli. (2016). “A Study of Brand Image towards Customer’s Satisfaction in the Malaysian Hotel Industry.” Procedia - Social and Behavioral Sciences 224(August 2015):149–57. doi: 10.1016/j.sbspro.2016.05.430.
Lecturer, Former. (2014). “Achieving Service Quality Through Its Valuable Dimensions Tangibility : An Empirical Study Of The Indian Airlines.” 2(2):45–52.
Linder, Marcus., Sarasini, Steven and Loon, Patricia Van. (2017). “Methods,Tools, And Soft Wa R E A Metric for Quantifying Product-Level.” 21(3):545–58. doi: 10.1111/jiec.12552.
Minar, Demsi. (2017). “Brand Image and Product Quality on Customer Loyalty ( Survey in Cekeran Midun ).” 16(1):43–50.
Minciullo, A., Tartaglini, D., Colombo, B., Filomeno and Muzio, M, D. (2022). “Assessing Validity and Reliability of a New Tool : The ECSQ (Endoscopy Customer Satisfaction Question- Naire) in Italian for Customer Satisfaction in Digestive Endoscopy.” 34(2):166–76. doi: 10.7416/ai.2022.2476.
Mullatahiri, Vjosa, and Fatos Ukaj. (2019). “The Effects of E-Marketing Communications on Brand Loyalty : The Case of Mobile Telephone Operators in Kosovo.” 6:15–23.
Pakurár, Miklós., Hossam Haddad., János Nagy., József Popp., and Judit Oláh. (2019). “The Service Quality Dimensions That Affect Customer Satisfaction in the Jordanian Banking Sector.” Sustainability (Switzerland) 11(4):1–24. doi: 10.3390/su11041113.
Rita, Paulo., Tiago Oliveira, and Almira Farisa. (2019). “The Impact of E-Service Quality and Customer Satisfaction on Customer Behavior in Online Shopping.” Heliyon 5(10):e02690. doi: 10.1016/j.heliyon.2019.e02690.
Rosadi, Barkah., Yusuf, Muhammad and Aep Saepu. (2022). “The Effect of Company Reputation and Customer Experience on Customer Loyal Behavior Citylink Indonesia.” 5(2):417–21.
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, Dan R&D. Bandung: Alfabeta, CV.
Tjiptono, Fandy and Gregorius Chandra. (2011). Serivce Quality and Satisfiation. 3th ed. Jakarta: Andi Offse.
Yamoah, Emmanuel Eratus. (2013). “Relationship between Compensation and Employee Productivity.” Singaporean Journal of Business Economics and Management Studies 2(1).
Yooyen, A., M. Songkroh, and C. Chuchuen. (2019). “4P’s Marketing Mix Perception of Orchid Buyers in the Northern Part of Thailand.” International Conference on … 368–75.
Zaid, Sudirman, and Patwayati Patwayati. (2021). “Impact of Customer Experience and Customer Engagement on Satisfaction and Loyalty : A Case Study in Indonesia.” 8(4):983–92. doi: 10.13106/jafeb.2021.vol8.no4.0983.
Zygiaris, Sotirios., Zahid, Hameed., Mubarak, Ayidh, Alsubaie and Shafiq, Ur, Rehman. (2022). “Service Quality and Customer Satisfaction in the Post Pandemic World : A Study of Saudi Auto Care Industry.” 13(March):1–9. doi: 10.3389/fpsyg.2022.842141.
