scholarly journals ANALISIS CUSTOMER ENGAGEMENT TERHADAP KAFE DI KOTA TEGAL

2021 ◽  
Vol 4 (1) ◽  
pp. 18-27
Author(s):  
Puput Dewi Anggraeni ◽  
Tantri Adithia Sabrina
Keyword(s):  
Customer Satisfaction ◽  
Brand Loyalty ◽  
Quantitative Research ◽  
Descriptive Analysis ◽  
Three Dimensions ◽  
Customer Engagement ◽  
Brand Trust ◽  
Tourist Attractions ◽  
Tourism Sector ◽  
Tourism And Hospitality

The development of the tourism sector in Indonesia is always accompanied by the development of the hotel industry, tourist attractions, restaurants and cafes, this is a complementary entity between tourist attractions, lodging places and places to eat. The rise of the cafe business in the city of Tegal has made many changes in various fields both social and economic, however it needs to be further investigated about customer engagement in various dimensions and indicators that greatly affect the sustainability and business development of a cafe from the perspective of tourism and hospitality. The purpose of this study was to determine the dimensions of customer engagement of cafes in Tegal City and measure the level of customer engagement based on the dimensions that have been formulated. This research is a quantitative research with descriptive analysis method. The population in this study is the cafe customers, amounting to 30 peoples. The instrument in this study used questionnaires. The results of this study indicate that customer engagement has three dimensions: customer satisfaction, brand trust and brand loyalty. The suggestions is to improve services, maintain product quality and good service. This step is expected to increase customer satisfaction so as to maintain brand trust and brand loyalty of the cafe itself in the future.

scholarly journals PENGARUH CUSTOMER ENGAGEMENT TERHADAP KEPUASAN PELANGGAN DAN KEPERCAYAAN MEREK SERTA DAMPAKNYA PADA LOYALITAS MEREK

2015 ◽  
Vol 15 (2) ◽  
pp. 246
Author(s):  
Evi Rahmawati ◽  
San Aji
Keyword(s):  
Customer Satisfaction ◽  
Customer Relationship Management ◽  
Brand Loyalty ◽  
Online Survey ◽  
Positive Influence ◽  
Customer Relationship ◽  
Customer Engagement ◽  
Brand Trust ◽  
Academic Literature ◽  
Survey Approach

ABSTRACT Customer engagement has recently emerged in both academic literature and practitioner discussions as a new prespective in customer relationship management that aims to build brand loyalty. It is encouraged the emergence of new interaction channels, namely social media and the growing popularity of the Internet, which allows the company to interact more intensively with its customers. However, empirical investigations about customer engagement is relatively limited. This study aims to examine the effect of customer engagement on brand loyalty that mediated by customer satisfaction and brand trust on the mobile phone operator services. Researchers used an online survey approach on a sample of 140 customers who become the followers of twitter companyaccount, namely @XL123 . Data were analyzed using path analysis. The results showed that customer engagement influence customer satisfaction and brand trustpositively, but has no effect on brand loyalty. Customer satisfaction has positive influence on brand trust, but has no effect on brand loyalty, and brand trust influence brand loyaltypositively. This study contributes to the literature on customer engagement in the context of mobile telecommunications, with empirical evidence significant influence of customer engagement to customer satisfaction.ABSTRAKSICustomer engagement baru-baru ini muncul dalam literatur akademis dan diskusi praktisi sebagai perspektif baru dalam penerapan customer relationship managementyang bertujuan membangun loyalitas merek. Hal ini didorong munculnya saluran interaksi baru, yaitu media sosial dan semakin populernya internet, yang memungkinkan perusahaan dapat berinteraksi lebih intensif dengan pelanggannya. Namun demikian, penyelidikan empiris tentang customer engagement masih relatif terbatas. Penelitian ini bertujuan menguji pengaruh customer engagement terhadap loyalitas merek yang dimediasi kepuasan pelanggan dan kepercayaan merek pada jasa operator telepon seluler. Peneliti menggunakan pendekatan survei online pada 140 sampel pelanggan yang menjadi followers akun twitter perusahaan, yaitu @XL123. Data dianalisis menggunakan analisis jalur. Hasil penelitian menunjukkan bahwa customer engagement berpengaruh positif terhadap kepuasan pelanggan dan kepercayaan merek, tetapi tidak berpengaruh terhadap loyalitas merek. Kepuasan pelanggan berpengaruh positif terhadap kepercayaan merek, tetapi tidak berpengaruh terhadap loyalitas merek. Kepercayaan merek berpengaruh positif terhadap loyalitas merek. Penelitian ini berkontribusi tentang literatur customer engagement dalam konteks telekomunikasi seluler, dengan pembuktian empiris pengaruh signifikan customer engagement terhadap kepuasan pelanggan.

Brands Loyalty

2019 ◽  
pp. 1446-1465
Author(s):  
Maha Mourad ◽  
Karim Youssef
Keyword(s):  
Customer Satisfaction ◽  
Literature Review ◽  
Conceptual Framework ◽  
Mobile Communication ◽  
Brand Loyalty ◽  
Exploratory Study ◽  
Retail Market ◽  
Brand Trust ◽  
Quantitative Technique ◽  
Brand Affect

Over the last couple of decades, the mobile communication companies have been growing rapidly and it plays a major role in the emerging economies that can't be underestimated. This study was conducted to better understand the factors that lead to brand loyalty in the Egyptian mobile retail industry as an example of an emerging economy. Based on the literature review and an exploratory study a conceptual framework was proposed that was tested using a quantitative technique. It was launched with 245 responses to test the hypothesis using SPSS tool. The findings of the research showed that Brand Trust, Customer Satisfaction, Brand Affect, and Resale Value are determinants of Brand Loyalty. The outcomes of this study will help in better understanding the determinants of brand loyalty and can be used by marketers to know how to create loyalty of the Egyptian consumers to the multinational brands in the mobile retail market.

The mediating impact of customer satisfaction in relation of brand equity and brand loyalty

2019 ◽  
Vol 9 (1) ◽  
pp. 62-87 ◽  
Author(s):  
Sonia Kataria ◽  
Vinod Saini
Keyword(s):  
Customer Satisfaction ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Oral Care ◽  
Perceived Value ◽  
Perceived Quality ◽  
Brand Trust ◽  
Content Type ◽  
Relationship Of ◽  
The Relationship

Purpose The purpose of this paper is to explore the inter-relationship of dimensions for consumer-based brand equity and brand loyalty with customer satisfaction as a mediator for oral care segment with special reference to Delhi and connecting areas. Design/methodology/approach For achieving the objective of this study, the theoretical model was tested through structural equation modelling. Research scales from the literature were modified for suitability. Data were collected from 250 respondents. Findings The results indicate that for the oral care segment, customer satisfaction is significantly related to the perceived quality, brand trust, perceived value of cost and lifestyle congruence. Moreover, customer satisfaction partially mediates the relationship of perceived quality and perceived value of cost with brand loyalty, whereas it fully mediates the relationship of lifestyle congruence and brand trust with brand loyalty. Thus, even for low-involvement products, consumer purchases are based on the attributes of the brand rather than being merely habitual. Originality/value The literature supports the direct influence of brand equity on brand loyalty. However, no other study has investigated the mediating role of customer satisfaction on the relationship between brand equity and brand loyalty for low-involvement products.

scholarly journals The Relationship between Word-of-Mouth, Satisfaction, Trust and Loyalty in Herbal Medicine Industry

2021 ◽  
Author(s):  
Peter Kwasi Oppong ◽  
Adelaide Gyawu ◽  
Clementina Araba Yawson
Keyword(s):  
Herbal Medicine ◽  
Customer Satisfaction ◽  
Brand Loyalty ◽  
Word Of Mouth ◽  
Brand Management ◽  
Systematic Sampling ◽  
Brand Trust ◽  
The Impact ◽  
The Relationship

Favourable word-of-mouth, customer satisfaction and trust are essential elements for strengthening customer brand loyalty to gain a sustainable advantage in a competitive market. However, there is a relative scarcity of research on the impact of word-of-mouth and customer satisfaction on brand loyalty through the mediated role of brand trust in the herbal medicine market. Consequently, this research aimed to assess the impact of word-of-mouth and customer satisfaction on loyalty through the mediating role of trust in the herbal medicine market. A survey questionnaire was utilised to obtain empirical data from a sample of 265 customers through systematic sampling strategy. Covariance-based structural equation modelling was employed to examine the hypotheses formulated to achieve the aim of the study. The research established that positive word-of-mouth, satisfaction, and trust significantly impact loyalty in the herbal medicine market. More importantly, the research indicated that the customers` trust partially mediated the impact of word-of-mouth and customer satisfaction on loyalty in the herbal medicine market. Hence, this research contributes to advancing the extant brand management literature by establishing the intervening role of trust in the relationship between word-of-mouth, satisfaction and loyalty in the herbal medicine market. This research further provides a reference point to encourage the practitioners to develop and track the customers` word-of-mouth, satisfaction and brand trust to enhance loyalty in the industry.

scholarly journals Effect of brand trust and customer satisfaction on brand loyalty in Bahawalpur

2014 ◽  
Vol 5 (1) ◽  
Author(s):  
Zohaib Ahmed ◽  
Muhammad Rizwan ◽  
Mukhtar Ahmad ◽  
Misbahul Haq
Keyword(s):  
Customer Satisfaction ◽  
Brand Loyalty ◽  
Brand Trust

Brand Personality as a Predictor of Consumer Brand Relationship

2021 ◽  
Vol 25 (2) ◽  
pp. 206
Author(s):  
Verena Sandra Esmeralda, Keni Keni
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Online Survey ◽  
Soft Drink ◽  
Brand Personality ◽  
Partial Least Square ◽  
Least Square ◽  
Three Dimensions ◽  
Brand Trust ◽  
Brand Love

The main idea of this paper is to investigate three dimensions of brand personality, which are excitement, sincerity and ruggedness to predict CBR constructs which comprise of brand love, brand trust and brand loyalty. Convenience sampling method was utilized, in which the respondents are one of soft drink brand’s consumers based in Jakarta. All data were then gathered through an online survey. In total, 312 participants responded to the survey. Structural equation modelling (SEM), specifically partial least square (PLS) was employed to analyze the data. The results of the data analysis indicate that sincerity, excitement and ruggedness brand personality serve as the positive and significant predictors towards brand trust, brand love and brand loyalty. Both thetheoretical and practical contributions are discussed in this study.

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