PERAN EMOSI PELANGGAN SEBAGAI PENENTU LOYALITAS PELANGGAN RESTORAN
Abstract
This study aims to analyze the effect of food quality, service quality, atmosphere, other customers, and positive and negative emotions on customer loyalty. The research method uses measurement and structural model analysis. The sample used is the Domicile Kitchen & Lounge Surabaya restaurant consumers. This study found that positive and negative customer emotions determine customer loyalty. Positive and negative emotions in this study were influenced by the quality of food and service as well as other customers, while the atmosphere had no influence on positive and negative emotions. The research implication is for restaurant owners to maintain the quality of service and food by providing feedback and conducting evaluations.
Abstrak
Penelitian ini bertujuan menganalisis pengaruh kualitas makanan, kualitas layanan, suasana, pelanggan lain, dan emosi positif serta negatif terhadap loyalitas pelanggan. Metode penelitian menggunakan analisis model pengukuran dan sruktural. Adapun sampel yang digunakan adalah konsumen restoran Domicile Kitchen & Lounge Surabaya. Penelitian ini menemukan emosi pelanggan yang sifatnya postif dan negatif menjadi penentu loyalitas pelanggan. Emosi positif dan negatif dalam penelitian ini dipengaruhi faktor kualitas makanan dan pelayanan serta pelanggan lain, sedangkan suasana tidak memiliki pengaruh terhadap emosi positif dan negatif. Implikasi penelitian bagi pemilik restauran agar tetap menjaga kualitas layanan dan makanan dengan memberikan feedback dan melakukan evaluasi.
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