Pricilia, Monica and Abadi, Fiter and Pasasa, Linus (2015) Analyzing the Affect of Brand Image, Service Quality, and Customer Satisfaction Toward Customer Loyalty in a Premium Coffeehouse Retailer - Case of Starbucks Indonesia in Tangerang Area. Bachelor thesis, Swiss German University.

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Abstract

Customer is the key driving of the consistent market share. Once customers feel positive brand performance, it will be embedded in their mind. Customers might get positive experience when they are satisfied. By enhancing positive image and excellent service quality will lead customer to the satisfaction. The sense of satisfaction will influence customers to become loyal. This thesis identifies the affect of brand image, service quality, customer satisfaction toward customer loyalty of Starbucks Indonesia. It determines the strategy in order to maintain and continually increase their market in Indonesia as well as build a stronger relationship with their customers. This thesis using quantitative approach by distributed questionnaire to 100 respondents and the data was analyzed using SPSS software and AMOS. Overall, all dependent variables included shown significant affect toward customer satisfaction. However, there are not directly affect from brand image and service quality toward customer loyalty of Starbucks. Moreover, the result shown that college students in all inspected Starbucks location are shifting from the secondary market to primary market and they considering as a latent loyal customers.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Coffeehouse; Starbucks Indonesia; Brand Image; Service Quality; Customer Satisfaction; Customer Loyalty.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD9980 SERVQUAL (Service quality framework) H Social Sciences > HF Commerce > HF5001 Business H Social Sciences > HF Commerce > HF5415 Consumer Behavior H Social Sciences > HF Commerce > HF5415 Consumer Behavior > HF5415.335 Consumer satisfaction H Social Sciences > HF Commerce > HF5823 Branding (Marketing) T Technology > TX Home economics > TX946.5 Food service
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Atroridho Rizky
Date Deposited:	04 Dec 2020 15:06
Last Modified:	04 Dec 2020 15:06
URI:	http://repository.sgu.ac.id/id/eprint/1571

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