Narendra, Dionisius Danubiyan
(2019)
The affect of experiential marketing, service quality, and customer satisfaction towards customer loyalty in Cofeedential to go!
Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Coffee shops have shown significant growth in Indonesia, Euromonitor research stated that there are more than reported that currently there are more than 1000 specialty coffee outlets and chain-store coffee shops in Indonesia. Because the products is undifferentiated, coffee shops shifted their focus to induce and maintain customer loyalty and satisfaction, by improving their service quality, and also tried to deliver their product and service differently using experiential marketing. Therefore, this study was conducted to find out the impact of experiential marketing and service quality towards customer satisfaction and loyalty. This research uses quantitative research method with descriptive research design. The research data was collected using primary data, namely questionnaire and secondary data from Internet, e-journal in website, and text books. Questionnaires distributed to respondents who visited one Coffeedential To Go! coffee shops, as many as 185 respondents. The results of this study prove that experiential marketing and service quality have significant and positive impact towards customer satisfaction. Experiential marketing, service quality, and customer satisfaction also have significant and positive impact towards customer loyalty
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