Open AccessPENGARUH CUSTOMER DELIGHT TERHADAP CUSTOMER LOYALTY DENGANSERVICE QUALITY SEBAGAI VARIABEL MODERASI
Author(s) -
A. A. Ayu Mutiara Sari,
Tjokorda Gede Raka Sukawati
Publication year - 2020
Publication title -
e-jurnal manajemen
Language(s) - English
Resource type - Journals
ISSN - 2302-8912
DOI - 10.24843/ejmunud.2020.v09.i01.p15
Subject(s) - loyalty business model , nonprobability sampling , business , moderation , service quality , business administration , advertising , marketing , service (business) , mathematics , statistics , sociology , population , demography
The purpose of this study was to analyze the effect of customer delight on customer loyalty with service quality as a moderating variable (Study at Livingstone Café & Bakery Seminyak Bali). This research was conducted at Livingstone Café & Bakery Seminyak Bali with data analysis techniques Moderation Regression Analysis (MRA). The sample size obtained by using purposive sampling method as many as 120 respondents. Based on the results of the analysis it can be stated that customer delight has a positive and significant effect on consumer customer loyalty at Livingstone Café & Bakery Seminyak Bali. Service quality moderated the influence of customer delight on consumer customer loyalty at Livingstone Café & Bakery Seminyak Bali. Suggestions that can be recommended for Livingstone Café & Bakery Seminyak should pay more attention to fair service regarding products, prices and services from staff of Livingstone Café & Bakery Seminyak Bali.
Keyword : customer delight, service quality, customer loyalty