ANALYZING THE EFFECT OF CUSTOMER EXPERIENCE AND BRAND IMAGE ON CUSTOMER SATISACTION OF KFC MANADO TOWN SQUARE
Abstract: Customer
satisfaction is the feeling of pleasure or disappointment incurred for
comparing the performance of the products with the desire to be expected. If
the performance of the product is lower as expected, then the customer will
feel disappointed. It is important for a company to meet customer satisfaction.
The aims of this study are to analyze the effects of customer experience and
brand image on customer satisfaction withdrawing taking fast food restaurant
KFC Manado Town Square as its case study. This research is causal type of
research which uses primary data obtained through questionnaires and uses
Multiple Regression Analysis. The population observed is people in Manado who
have experienced bought the product and
experience the facilities at the KFC Manado Town Square with 100 respondents as
the sample size. The result of this study shows that customer experience and
brand image have significant effects on customer satisfaction. It is important
to provide good experience to customer in order to meet customer expectation.
Consistent food quality, service quality and atmospheric quality increase
customer satisfaction. KFC also has to keep building and maintaining the value
of reputation of brand name.
Keywords: fast food, customer
experience, brand image, customer satisfaction
Penulis: Vinny Vennesya Tenda,
David P.E Saerang, Maria V.J Tielung
Kode Jurnal: jpmanajemendd170694
