Title: THE EFFECT OF REWARD ATTRACTIVENESS, KNOWLEDGE BENEFIT, REQUIRED EFFORT, GROUP BELONGINGNESS AND DISCLOUSURE COMFORT ON EXPERIENTIAL BENEFIT, CUSTOMER SATISFACTION AND CUSTOMER LOYALTY

Authors: Wenti Krisnawati

Item Type: Thesis (Thesis)

Affiliations: Master of Management Science Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia

Publisher: Universitas Airlangga

Abstract

The purpose of this study is to determine the effect of reward attractiveness on experiential benefit, knowledge benefit on experiential benefit, required effort on experiential benefit, group belongingness on customer satisfaction, disclosure closure on customer satisfaction, group belongingness on customer loyalty, disclosure comfort on customer loyalty, experiential benefit on customer satisfaction and customer satisfaction on customer loyalty. This study was also conducted because more and more coffee shops are emerging in the competition of the food and beverage industry, according to existing data (Marketing Magazine 2016), Excelso coffee shop is ranked third amidst local and international coffee shop competition, so it is interesting to study how Excelso coffee shop maintains customer loyalty until now. The population used in this study is all Excelso consumers who have an Excelso coffee shop membership card. The number of samples in this study was 178 respondents. The analysis technique used is Structural Equation Modeling (SEM) using the AMOS 16.0 program. The results of the study showed a significant influence between the reward attractiveness variable on experiential benefit, knowledge benefit on experiential benefit, required effort on experiential benefit, group belongingness on customer satisfaction, disclosure closure on customer satisfaction, experiential benefit on customer satisfaction, and customer satisfaction on customer loyalty. While the variables that did not affect were group belongingness on customer loyalty and disclosure comfort on customer loyalty, which was caused by loyalty being influenced by satisfaction, and even though customers had a strong bond with the company, it still could not influence customer loyalty due to the different characteristics of each consumer. Customers will be loyal when they are satisfied with the products or services offered by the company.

Keywords: reward attractiveness, knowledge benefit, required effort, group belongingness, experiential benefit, customer satisfaction, customer satisfaction, customer loyalty, Coffee shop Excelso

Sources: http://repository.unair.ac.id/64904/