The Determinants of Customer Satisfaction and the Mediating Role of Brand Image in the Indonesian Fast-Food Industry in Surabaya

Pangestu, Jeffry and Rahardja, Christina and Anandya, Dudi (2023) The Determinants of Customer Satisfaction and the Mediating Role of Brand Image in the Indonesian Fast-Food Industry in Surabaya. In: Proceedings of the 20th International Symposium on Management (INSYMA 2023), 15-19 March 2023, Bangkok, Thailand.

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This study aims to shed light on the effects of determinants of cus- tomer satisfaction on customer loyalty with a particular focus on the mediating role of brand image in the context of the Indonesian fast-food industry. Based on the literature review of prior studies, the determinants of customer satisfaction in this study are service quality, food quality, physical environment, location, and perceived price. The data of this study were collected through an online question- naire completed by 200 participants in Surabaya. Data analysis was performed using Partial Least Squares Structural Equation Model (PLS-SEM) through SPSS version 26 and SmartPLS 3. The results show that service quality, food quality, location, and perceived price significantly influence customer satisfaction, improv- ing customer loyalty. On the contrary, the physical environment does not have a significant impact on customer satisfaction. Furthermore, the results also show that brand image functions as a mediator between customer satisfaction and loy- alty. The findings from this study can provide implications for strategic planners in the fast-food industry to formulate and develop effective strategies to gain a com- petitive edge over their competitors by emphasizing these critical determinants of customer satisfaction that can influence customer loyalty most significantly. Thus, fast-food restaurants can make efficient changes to compete and add value to their offerings.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: Customer Satisfaction; Customer Loyalty; Brand Image
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HN Social history and conditions. Social problems. Social reform
Depositing User: DUDI ANANDYA
Date Deposited: 13 Oct 2023 02:20
Last Modified: 13 Oct 2023 02:20

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