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Analysis of brand, customer perception, customer expectation, and marketing mix factors towards customer loyalty and customer satisfaction in Quick Service Restaurant (QSR) - case study at PT. XYZ

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The purpose of this research is to study and analyze determinants factors towards customer satisfaction and loyalty towards quick service restaurant in jakarta with pt. Xyz as case study. Quick service restaurant is restaurant that offers quick service to customers with affordable prices. As more and more quick service restaurants appeared in food industry, there is tense to cope up with fierce competition. It is then linked with the philosophy that the main focus lay on customers and how to satisfy them and make them come back for more. Therefore researcher would like to determine the factors and analyze each determinant correlation and contribution. The primary data is obtained by questionnaire to 386 consumers of pt. Xyz. The data gathered, then, is analyzed using the spss and amos. The result showed that expectation, perception, and marketing mix has strong correlation with customer satisfaction and satisfaction can lead to loyalty which in end of day, result in repeat purchase and recommendation. However, researcher also put additional variable that will impact decision to purchase which is brand. Conclusion and recommendation are given in last part of research according to findings from data gathered.

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Availability

M00271

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Available

Detail Information

Series Title

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Call Number

271

Publisher

: Swiss German University., 2013

Collation

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Language

English

ISBN/ISSN

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Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

MBA

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