The influence of customer experience on customer loyalty with customer satisfaction as an intervening variable in Xing Fu Tang Indonesia
List of Authors
  • Sherlica Safracia

Keyword
  • Customer Experience, Customer Loyalty, Customer Satisfaction, Xing Fu Tang Indonesia

Abstract
  • Many individuals, particularly millennials in Indonesia, have been more interested in boba tea beverages in recent years. Xing Fu Tang is one of the boba tea companies that has lately gained popularity in Indonesia. This is due to the fact that Xing Fu Tang has a great balance of boba sweetness and milk freshness. Furthermore, Xing Fu Tang provides a unique and original approach for its consumers to enjoy boba by giving a fresh experience. However, many customers continue to express dissatisfaction with the speed with which beverages are served, which may suggest that customers are dissatisfied and may lead to a decline in customer loyalty. The second point to examine is the discovery that customer satisfaction may function as a bridge between consumer experience and loyalty. As a result, the purpose of this study is to investigate the impact of customer experience on customer loyalty in Xing Fu Tang Indonesia, using customer happiness as an intervening variable. This study was carried out using a quantitative approach with 233 customers were approached via an online survey. Path Analysis is an analytical approach used by academics. Customer experience has a large impact on customer satisfaction, customer satisfaction has a big impact on customer loyalty, and customer satisfaction has a significant impact on customer loyalty, according to the findings of this study. Through customer satisfaction in Xing Fu Tang Indonesia, the researcher also examined customer satisfaction as an intervening variable, but was unable to demonstrate that customer experience had a substantial impact on customer loyalty. These insights should aid Xing Fu Tang Indonesia in better understanding the impact of customer experience on customer satisfaction and loyalty.

Reference
  • 1. Afuah, A. (2004). Business Model: A Strategic Management Approach. New York: McGraw Hill, 52-70.

    2. Ardial. (2014). Paradigma dan Model Peneltian Komunikasi. Jakarta Bumi Aksara.

    3. Azhari, M. I., Fanani, D., & Mawardi, M. K. (2015). The Influence of Customer Experience on Customer Satisfaction and Customer Loyalty. Jurnal Administrasi Bisnis. Vol. 3.

    4. Azis, A. (2016). Pengaruh Kualitas Pelayanan terhadap Kepercayaan dan loyalitas Konsumen:Studi Kasus pada Pengguna Jasa Pengiriman Paket PT. Pos Indonesia (Persero). Yogyakarta: Fakultas Ekonomi.

    5. Bhatti, H. S. (2019). The influence of customer experience on customer loyalty for the mobile telecommunication services. International Conference on Information Resources Management.

    6. BPS. (2020). Food and Beverage Service Activities Statistics. BPS-Statistics Indonesia.

    7. Cheng, T. (2008). The Driving Forces of Customer Loyalty: A Study of Internet Service Providers in Hong Kong. International Journal of Business Research, Vol. 4, No. 4, pp. 26-42.

    8. Cintya. (2019, October 21). Xing Fu Tang, Sukses Karena Beruntung atau Karena Strategi Bisnisnya? Retrieved from Kumparan: https://kumparan.com/karjaid/xing-fu-tang-sukses-karena-beruntung-atau-karena-strategi-bisnisnya-1s6DnUSjE9q

    9. Ghozali, I. (2016). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 23 (Edisi 8). Cetakan ke VIII.

    10. Griffin, J. (2005). Customer loyalty: Menumbuhkan & mempertahankan kesetiaan pelanggan. Jakarta : Erlangga.

    11. Kim, H., Choi, B. (2013). The Influence of Customer Experience Quality on Customers Behavioral Intentions. Services Marketing. Vol.34: 322-338.

    12. Kotler, P. and Amstrong, G. (2010). Prinsip-prinsip Manajemen Pemasaran. Edisi 14. Upper Saddle, NJ; Pearson Education, Inc.

    13. Logiawan, Y., & Subagio, H. (2014). Analisa Customer Value Terhadap Customer Loyalty Dengan Customer Satisfaction Sebagai Variabel Intervening Pada Restoran Bandar Djakarta Surabaya. Manajemen Pemasaran, 2(1), 1–11.

    14. Long, T. B., Looijen, A. and Blok, V. (2018). Critical success factors for the transition to business models for sustainability in the food and beverage industry in the Netherlands. Journal of Cleaner Production, 175, 82–95.

    15. Lovelock, C. H., Wright, L. K. (2007). Manajemen Pemasaran Jasa, Indeks, Jakarta.

    16. McColl-Kennedy, J. R., Gustafsson, A., Jaakkola, E., Klaus, P., Radnor, Z. J., Perks, H., & Friman, M. (2015). Fresh perspectives on customer experience. Journal of Services Marketing.

    17. Minh, N. V. and Huu, N. H. (2016). The Relationship between Service Quality, Customer Satisfaction and Customer Loyalty: An Investigation in Vietnamese Retail Banking Sector. Journal of Competitiveness, 8(2), 103–116.

    18. Mustinda, L. (2019, June 19). Antre 2 Jam Untuk Cicipi Brown Sugar Boba Milk. Retrieved from detikFood: https://food.detik.com/resto-dan-kafe/d-4592367/xing-fu-tang-antre-2-jam-untuk-cicipi-brown-sugar-boba-milk

    19. Olson, J. C and Peter, J. P. (2014). Perilaku konsumen dan strategi pemasaran. Edisi Sembilan. Buku 2. Penerbit Salemba Empat Jakarta.

    20. Pateli, I. O., Giannakos, M. N., Hrissikopoulos, V. (2014). Moderating Effects Of Online Shopping Experience on Customer Satisfaction and Repurchase Intentions. International Journal Of Retail & Distribution Management. 42(3): 187-204.

    21. Prastyaningsih, A. (2014). PENGARUH CUSTOMER EXPERIENCE TERHADAP REPURCHASE INTENTION (NIAT MEMBELI ULANG) (Survei pada Konsumen KFC Di Lingkungan Warga RW 3 Desa Kandangrejo, Kedungpring, Lamongan). Jurnal Administrasi Bisnis S1 Universitas Brawijaya.

    22. Schmitt, Be. H. (1999). “Experiential marketing”. Retrieved from: htpp://pioneer.netserv.chula.th/~ckieatvi/Fathom_Exp_Marketing.html

    23. Sekaran, U. (2003). Research Methods for Business: A Skill Building Approach. New York: Wiley.

    24. Sekaran, U. & Bougie, R. (2016). Research Method for Business Textbook: A Skill Building Approach. 7th Edition. New Jersey: Wiley.

    25. Suandana, N., Rahyuda, K., & Yasa, N. (2016). PENGARUH PENGALAMAN MEMBELI PRODUK FASHION TERHADAP NIAT MEMBELI KEMBALI MELALUI KEPUASAN DAN KEPERCAYAAN PELANGGAN. Matrik:Jurnal Manajemen, Strategi Bisnis Dan Kewirausahaan.

    26. Suchánek, P., Richter, J., & Králová, M. (2014). Customer satisfaction, product quality and performance of companies. Review of Economic Perspectives.

    27. Umar, H. (2018). The Influence of Satisfaction and Brand Image on Consumer Loyalty: Study on Cinema Industry in Jakarta Province, Indonesia. International Journal of Advanced Scientific Research & Development, 5(1), 01.