The Relationship between Brand Equity, Customer Satisfaction, and Brand Loyalty on Coffee Shop: Study of Excelso and Starbucks
Aries Susanty : Eirene Kenny (Management Research Center (MRC) Department of Management, Faculty of Economics, University of Indonesia and Philip Kotler Center, 2015)
|
| This study investigates the effect of the Brand Equity on the Customer Satisfaction and the Brand Loyalty of Starbucks and Excelso coffee shops' customers. Starbucks is the strongest competitor of Excelso. Data used in this study was primary data which were collected through closed questionnaires with 1-5 Likert scale. A sample of this study was 270 respondents; 135 respondents for each brand. The study used Structural Equation Modelling (SEM) operated by LISREL program to analyze the hypothesis. The results of this study showed that The Physical Quality, the Ideal Self-Congruence, and the Lifestyle Congruence have a positive and significant impact on the Customer Satisfaction on Excelso and Starbucks. Staff behaviour only have a positive and significant impact on the Customer Satisfaction in the Excelso; whereas, brand identification only have a positive and significant impact on the Customer Satisfaction in the Starbucks. However, in both of coffee shop brand, the Consumer Satisfaction have a positive and significant impact on the Brand Loyalty. |
| No. Panggil : | AJ-Pdf |
| Entri utama-Nama orang : | |
| Entri tambahan-Nama orang : | |
| Penerbitan : | [Place of publication not identified]: Management Research Center (MRC) Department of Management, Faculty of Economics, University of Indonesia and Philip Kotler Center, 2015 |
| Sumber Pengatalogan : | |
| ISSN : | 23562242 |
| Majalah/Jurnal : | |
| Volume : | Vol.7, No. 1, Juni 2015: 14-27 |
| Tipe Konten : | |
| Tipe Media : | |
| Tipe Carrier : | |
| Akses Elektronik : | http://journal.ui.ac.id/index.php/amj/article/view/4481 |
| Institusi Pemilik : | Universitas Indonesia |
| Lokasi : |
| No. Panggil | No. Barkod | Ketersediaan |
|---|---|---|
| AJ-Pdf | 08-21-67694352 | TERSEDIA |
| Ulasan: |
| Tidak ada ulasan pada koleksi ini: 20443439 |
