The Impact of consumer-based brand equity on customer loyalty: a case study of 'Kila Kila by Akasya'

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The Impact of consumer-based brand equity on customer loyalty: a case study of 'Kila Kila by Akasya'

Sari, Nida Thahirah - Personal Name; Garibaldi, Gemala - Personal Name;

Restaurant industry is considered as a promising sector in Jakarta, especially Indonesian cuisine. Hence, it creates a highly competitive environment in the market. To survive, restaurant industry need to use strategies one way to do it by create a loyalty of the customer using a brand equity. This study aim to identify whether or not CBBE and its each dimensions have an impact on customer loyalty. Questionnaire was completed by 100 customers who have been visited Kila Kila by Akasya at least once. Multiple regressions were used to test the impact of CBBE on customer loyalty in Kila Kila by Akasya. The findings shows that brand identification of CBBE is the strongest dimension that affects the customer loyalty of Kila Kila by Akasya, followed by lifestyle-congruence, physical attribute and staff behavior of CBBE. Meanwhile, the ideal-self congruence does not affect the customer loyalty of Kila Kila by Akasya.rnThis study also provides the management with the several suggestions in implementing CBBE to achieve customer loyalty in Kila Kila by Akasya.

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B03062 (Rack Thesis) Available

Detail Information

Series Title: -
Call Number: 3062
Publisher: : Swiss German University., 2019
Collation: -
Language: English
ISBN/ISSN: -
Classification: NONE
Content Type: -
Media Type: -
Carrier Type: -
Edition: -
Subject(s): HTM
Customer loyalty
Restaurant industry
Consumer-Based Brand Equity
Specific Detail Info: -
Statement of Responsibility: -

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