The Strategic Experiential Models and Providers in Improving Customer Satisfaction and Loyalty (Study Beverage Bottle Ready to Serve Tea Sosro)
Journal Title: International Journal of Management Sciences - Year 2015, Vol 5, Issue 1
Abstract
This study aims to identify and analyze how much influence the Strategic Experiential Models and Providers in improving customer satisfaction and loyalty instant tea beverage bottles sosro. The research was conducted on a sample of 171 customers sosro bottled tea drinks taken by purposive sampling technique. Through the analysis of Structural Equation Modeling (SEM) found that: First, an Experiential provider (which includes communications, visual identity, product presence, co-branding, web sites and people) positive effect on customer satisfaction and customer loyalty. Second, Experiential models (which include relate, sense, act and think) positive effect on customer satisfaction and customer. Third, customer satisfaction (include preferences, actual behavior, referencing and intentions) positive effect on customer loyalty (includes recommending and repeat purchases). Fourth providers Experiential, Experiential models and customer satisfaction simultaneously positive effect on customer loyalty.
Authors and Affiliations
Chamdan Purnama
Keywords
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- EP ID EP26967
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