Title: THE EFFECT OF REWARD ATTRACTIVENESS, KNOWLEDGE BENEFIT, REQUIRED EFFORT, GROUP BELONGINGNESS AND DISCLOUSURE COMFORT ON EXPERIENTIAL BENEFIT, CUSTOMER SATISFACTION AND CUSTOMER LOYALTY
Author: 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 research is to determine the effect of reward attractiveness on experiential benefits, knowledge benefit on experiential benefits, required effort on experiential benefits, group belongingness on customer satisfaction, closure closure on customer satisfaction, group belongingness on customer loyalty, disclosure comfort on customer loyalty, experiential benefits on customer satisfaction and customer satisfaction on customer loyalty. This research was also carried out because more and more coffee shops are emerging in the competitive food and beverage industry. According to existing data (Marketing Magazine 2016), the Excelso coffee shop is ranked third amidst local and international coffee shop competition, so it is interesting to research how the Excelso coffee shop works. maintain customer loyalty to date. The population used in this research 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 research results show that there is a significant influence between the variable reward attractiveness on experiential benefits, knowledge benefit on experiential benefits, required effort on experiential benefits, group belongingness on customer satisfaction, closure closure on customer satisfaction, experiential benefit on customer satisfaction, and customer satisfaction on customers. loyalty. Meanwhile, the variables that have no effect are the group belongingness variable on customer loyalty and disclosure comfort on customer loyalty because loyalty is influenced by satisfaction, and even though customers have a strong bond with the company, it still cannot have an influence on customer loyalty because the characteristics of each consumer are different. different. 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/
