Pengaruh Customer Experience Terhadap Kepuasan Pelanggan Dan Loyalitas Pelanggan (Survei Pada Pelanggan Kfc Kawi Malang)

Abstract

Customer Experience is one of the factor that effects customer satisfaction. Positive experience will be remembered by the customer and the customers will refer the others related the experience. This research aimed to explain the influence of Customer Experience toward customer satisfaction and customer loyalty. This research was an explanatory research along with the use of quantitative approach. Population of this research is all the customers who have visited and have made transactions at KFC Kawi Malang. Questionnaires were distributed to 100 respondents. Purposive sampling was used as sampling technique. In addition, path analysis was used as data analysis technique. The result within the use of path analysis showed that; Customer Experience has significant effect on customer satisfaction with path coefficient (β) was 0,674 and p-value with the number of 0,000 (˂0,05); Customer Experience has significant effect on cutomer loyalty with coefficient (β) was 0,288 and p-value with the number of 0,003 (˂0,05); Customer satisfaction has significant effect on customer loyalty with coefficient (β) was 0,493 and p-value with the number 0,000 (˂0,05). Therefore, KFC should maintain and improve service, product quality, and condition outlets. Thus, customer satisfaction and customer loyalty will be increased