Improving the Loyalty of Customer through the Effectiveness of Customer Satisfaction, Service Quality, and Food Quality
DOI:
https://doi.org/10.38035/dijefa.v4i3.1886Keywords:
Service quality, food quality, customer satisfaction, customer loyaltyAbstract
The food industry is one of the business sectors that is future-oriented, as evidenced by food being one of the basic needs of the community. Therefore, it is necessary to examine customer loyalty in the food industry through the role of customer satisfaction, service quality and food quality, as in this study. In developing this research, quantitative descriptive methods were used by involving a sample of 100 respondents to obtain analysis data, which was then processed and analyzed using SEM-PLS. The research reveals that there is a significant positive correlation occurred of service quality along to food quality which affecting customer satisfaction. And this customer satisfaction also affects in increasing customer loyalty to Subway Indonesia. These results indicates that Subway Indonesia needs to maintain their improvement on service quality and food quality which served based on consumers expectations, so as to increase customer satisfaction and loyalty.
References
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Amani, N. K. (2021, October 15). Viral Gerai Subway Baru Buka di Citos Bikin Kerumunan, Netizen Berkomentar . Liputan 6. https://www.liputan6.com/bisnis/read/4685404/viral-gerai-subway-baru-buka-di-citos-bikin-kerumunan-netizen-berkomentar
Anabila, P., Ameyibor, L. E. K., Allan, M. M., & Alomenu, C. (2022). Service Quality and Customer Loyalty in Ghana’s Hotel Industry: The Mediation Effects of Satisfaction and Delight. Journal of Quality Assurance in Hospitality and Tourism, 23(3), 748–770. https://doi.org/10.1080/1528008X.2021.1913691
Barari, M., Ross, M., & Surachartkumtonkun, J. (2020). Negative and positive customer shopping experience in an online context. Journal of Retailing and Consumer Services, 53(June 2019), 101985. https://doi.org/10.1016/j.jretconser.2019.101985
Chang, H. H., & Chen, S. W. (2009). Consumer perception of interface quality, security, and loyalty in electronic commerce. Information and Management, 46(7), 411–417. https://doi.org/10.1016/j.im.2009.08.002
Chiu, W., & Cho, H. (2019). E-commerce brand: The effect of perceived brand leadership on consumers’ satisfaction and repurchase intention on e-commerce websites. Asia Pacific Journal of Marketing and Logistics, 33(6), 1339–1362. https://doi.org/10.1108/APJML-10-2018-0403
Donio’, J., Massari, P., & Passiante, G. (2006). Customer satisfaction and loyalty in a digital environment: An empirical test. Journal of Consumer Marketing, 23(7), 445–457. https://doi.org/10.1108/07363760610712993
Faraoni, M., Rialti, R., Zollo, L., & Pellicelli, A. C. (2019). Exploring e-Loyalty Antecedents in B2C e-Commerce: Empirical results from Italian grocery retailers. British Food Journal, 121(2), 574–589. https://doi.org/10.1108/BFJ-04-2018-0216
Ferdinand, A. (2014). Metode Penelitian Manajemen. Universitas Diponegoro.
Fida, B. A., Ahmed, U., Al-Balushi, Y., & Singh, D. (2020). Impact of Service Quality on Customer Loyalty and Customer Satisfaction in Islamic Banks in the Sultanate of Oman. SAGE Open, 10(2), 1–10. https://doi.org/10.1177/2158244020919517
Fornell, C., & Larcker, D. F. (2014). SEM with Unobservable Variables and Measurement Error. In Algebra and Statistics (Vol. 47, Issue 3, pp. 138-145.).
Fornell, Claes. (1992). A National Customer Satisfaction Barometer?: The Swedish Experience. Journal of Marketing, 56(1), 6–21.
George, A., & Kumar, G. S. G. (2014). Impact of service quality dimensions in internet banking on customer satisfaction. Decision, 41(1), 73–85. https://doi.org/10.1007/s40622-014-0028-2
Ghozali, I. (2014). Structural Equation Modeling, Alternative Method with Partial Least Square (PLS). Badan Penerbit Universitas Diponegoro.
Grönroos, C. (1984). A Service Quality Model and its Marketing Implications. European Journal of Marketing, 18(4), 36–44.
Gunawan, H., & Prasetyo, J. H. (2020). The Influence of Service Quality towards the Customer Satisfaction of XYZ Bank at Gajah Mada Branch Office in West Jakarta. International Journal of Innovative Science and Research Technology, 5(3), 160–164. https://ijisrt.com/assets/upload/files/IJISRT20MAR004.pdf
Ha, J., & Jang, S. S. (2010). International Journal of Hospitality Management Perceived values , satisfaction , and behavioral intentions?: The role of familiarity in Korean restaurants. International Journal of Hospitality Management, 29, 2–13. https://doi.org/10.1016/j.ijhm.2009.03.009
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2018). Multivariate data analysis (8th ed.). Cengage Learning.
Intania, A. N. (2022). Lokasi Restoran Subway, Sudah Ada 11 Cabang Tersebar di Jakarta dan Tangerang. Kumparan. https://kumparan.com/kumparanfood/lokasi-restoran-subway-sudah-ada-11-cabang-tersebar-di-jakarta-dan-tangerang-1xLqYtmpwzZ/full
Jacoby, J. (2002). Stimulus-organism-response reconsidered: An evolutionary step in modeling (consumer) behavior. Journal of Consumer Psychology, 12(1), 51–57. https://doi.org/10.1207/153276602753338081
Kant, R., & Jaiswal, D. (2017). The impact of perceived service quality dimensions on customer satisfaction: An empirical study on public sector banks in India. International Journal of Bank Marketing, 35(3), 411–430. https://doi.org/10.1108/IJBM-04-2016-0051
Kassim, N. M., & Abdullah, N. A. (2008). Customer loyalty in e?commerce settings: an empirical study customer loyalty in e-... Electronic Markets, 18(3), 275–290. https://www.tandfonline.com/doi/abs/10.1080/10196780802265843
Kim, J., & Lennon, S. J. (2013). Effects of reputation and website quality on online consumers’ emotion, perceived risk and purchase intention: Based on the stimulus-organism-response model. Journal of Research in Interactive Marketing, 7(1), 33–56. https://doi.org/10.1108/17505931311316734
Konuk, F. A. (2019). The influence of perceived food quality, price fairness, perceived value and satisfaction on customers’ revisit and word-of-mouth intentions towards organic food restaurants. Journal of Retailing and Consumer Services, 50, 103–110. https://doi.org/10.1016/j.jretconser.2019.05.005
Kotler, P., & Armstrong, G. (2021). Principles of Marketing (18th ed.). Pearson Education, Inc.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Person Education, Inc.
Kozup, J. C., Creyer, E. H., & Burton, S. (2003). Making healthful food choices: The influence of health claims and nutrition information on consumers’ evaluations of packaged food products and restaurant menu items. Journal of Marketing, 67(2), 19–34. https://doi.org/10.1509/jmkg.67.2.19.18608
Kurniawan, M. R., Utami, H. R., & Prasetyo, J. H. (2020). The ireaction towards Customer Satisfaction through the Service Quality Variablei at Foreign Private Banks in Jakarta Headquarter. International Journal of Innovative Science and Research Technology, 5(3), 983–987.
Ladhari, R. (2008). Alternative measures of service quality: A review. Managing Service Quality, 18(1), 65–86. https://doi.org/10.1108/09604520810842849
Malhotra, N. K. (2010). Riset Pemasaran (Marketing Research) (4th ed.). Indeks.
McNeil, P., & Young, C. A. (2019). Customer satisfaction in gourmet food trucks: Exploring attributes and their relationship with customer satisfaction. Journal of Foodservice Business Research, 22(4), 326–350. https://doi.org/10.1080/15378020.2019.1614400
Mofokeng, T. E. (2021). The impact of online shopping attributes on customer satisfaction and loyalty: Moderating effects of e-commerce experience. Cogent Business and Management, 8, 1968206. https://doi.org/10.1080/23311975.2021.1968206
Mohd Suki, N. (2016). Green products usage: structural relationships on customer satisfaction and loyalty. International Journal of Sustainable Development and World Ecology, 24(1), 88–95. https://doi.org/10.1080/13504509.2016.1169563
Mordor Intelligence. (2023). Indonesia Foodservice Market - Growth, Trends, and Forecasts (2023-2028). Mordor Intelligence. https://www.mordorintelligence.com/industry-reports/indonesia-foodservice-market
Namkung, Y., & Jang, S. C. (2007). Does Food Quality Really Matter in Restaurants? Its Impact On Customer Satisfaction and Behavioral Intentions. Journal of Hospitality and Tourism Research, 31(3), 387–409. https://doi.org/10.1177/1096348007299924
Naspetti, S., & Zanoli, R. (2014). Organic Consumption as a Change of Mind? Exploring Consumer Narratives Using a Structural Cognitive Approach. Journal of International Food and Agribusiness Marketing, 26(4), 258–285. https://doi.org/10.1080/08974438.2013.833566
Oude Ophuis, P. A. M., & Van Trijp, H. C. M. (1995). Perceived quality: A market driven and consumer oriented approach. Food Quality and Preference, 6(3), 177–183. https://doi.org/10.1016/0950-3293(94)00028-T
Parasuraman, A., Zeithaml, V., & Berry, L. L. (1988). SERVQUAL: A multiple- Item Scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12.
Prasetyo, J. H., & Ariawan, J. (2021). Exact Strategies to Increase Indonesian’s Millenial Customer Loyalty towards Digital Banking Product. Enrichment: Journal of Management, 12(2), 1558–1565. https://enrichment.iocspublisher.org/index.php/enrichment/article/view/428/322
Priansa, D. J. (2017). Komunikasi Pemasaran Terpadu. Pusaka Setia.
Situmorang, B., Triyadi, T., & Prasetyo, J. H. (2020). The Reaction over Customer Satisfaction through Service Quality Variable at Tennis School in Cilandak Town Square. International Journal of Innovative Science and Research Technology, 5(3), 1312–1216. https://ijisrt.com/assets/upload/files/IJISRT20MAR701.pdf
Suhartanto, D., Helmi Ali, M., Tan, K. H., Sjahroeddin, F., & Kusdibyo, L. (2019). Loyalty toward online food delivery service: the role of e-service quality and food quality. Journal of Foodservice Business Research, 22(1), 81–97. https://doi.org/10.1080/15378020.2018.1546076
Tjiptono, F., & Chandra, G. (2017). Pemasaran Strategik (3rd ed.). Andi.
Tsiotsou, R. (2006). The role of perceived product quality and overall satisfaction on purchase intentions. International Journal of Consumer Studies, 30(2), 207–217. https://doi.org/10.1111/j.1470-6431.2005.00477.x
Uzir, M. U. H., Al Halbusi, H., Thurasamy, R., Thiam Hock, R. L., Aljaberi, M. A., Hasan, N., & Hamid, M. (2021). The effects of service quality, perceived value and trust in home delivery service personnel on customer satisfaction: Evidence from a developing country. Journal of Retailing and Consumer Services, 63, 102721. https://doi.org/10.1016/j.jretconser.2021.102721
Wantara, P., & Tambrin, M. (2019). The Effect of Price and Product Quality Towards Customer Satisfaction and Customer Loyalty on Madura Batik. International Tourism and Hospitality Journal, 2(1), 1–9. https://rpajournals.com/ithj:https://rpajournals.com/ithj
Wiharso, G., Prasetyo, J. H., Prakoso, B. S., & Fabrianto, L. (2022). The Effect Of Mobile Banking Product Quality On Customer Satisfaction Of Indonesian Sharia Bank Jakarta Wolter Monginsidi Branch. Matriks: Jurnal Sosial Dan Sains, 3(2), 80–88. https://matriks.greenvest.co.id/index.php/jmt/article/view/90/134
Zeithaml, V. A., Bitner, M. J., & Gremler, D. (2017). Services Marketing: Integrating Customer Focus Across the Firm (7 (ed.)). McGraw-Hill Education.
Zhong, Y., & Moon, H. C. (2020). What drives customer satisfaction, loyalty, and happiness in fast-food restaurants in china? Perceived price, service quality, food quality, physical environment quality, and the moderating role of gender. Foods, 9(4), 460. https://doi.org/10.3390/foods9040460
Amani, N. K. (2021, October 15). Viral Gerai Subway Baru Buka di Citos Bikin Kerumunan, Netizen Berkomentar . Liputan 6. https://www.liputan6.com/bisnis/read/4685404/viral-gerai-subway-baru-buka-di-citos-bikin-kerumunan-netizen-berkomentar
Anabila, P., Ameyibor, L. E. K., Allan, M. M., & Alomenu, C. (2022). Service Quality and Customer Loyalty in Ghana’s Hotel Industry: The Mediation Effects of Satisfaction and Delight. Journal of Quality Assurance in Hospitality and Tourism, 23(3), 748–770. https://doi.org/10.1080/1528008X.2021.1913691
Barari, M., Ross, M., & Surachartkumtonkun, J. (2020). Negative and positive customer shopping experience in an online context. Journal of Retailing and Consumer Services, 53(June 2019), 101985. https://doi.org/10.1016/j.jretconser.2019.101985
Chang, H. H., & Chen, S. W. (2009). Consumer perception of interface quality, security, and loyalty in electronic commerce. Information and Management, 46(7), 411–417. https://doi.org/10.1016/j.im.2009.08.002
Chiu, W., & Cho, H. (2019). E-commerce brand: The effect of perceived brand leadership on consumers’ satisfaction and repurchase intention on e-commerce websites. Asia Pacific Journal of Marketing and Logistics, 33(6), 1339–1362. https://doi.org/10.1108/APJML-10-2018-0403
Donio’, J., Massari, P., & Passiante, G. (2006). Customer satisfaction and loyalty in a digital environment: An empirical test. Journal of Consumer Marketing, 23(7), 445–457. https://doi.org/10.1108/07363760610712993
Faraoni, M., Rialti, R., Zollo, L., & Pellicelli, A. C. (2019). Exploring e-Loyalty Antecedents in B2C e-Commerce: Empirical results from Italian grocery retailers. British Food Journal, 121(2), 574–589. https://doi.org/10.1108/BFJ-04-2018-0216
Ferdinand, A. (2014). Metode Penelitian Manajemen. Universitas Diponegoro.
Fida, B. A., Ahmed, U., Al-Balushi, Y., & Singh, D. (2020). Impact of Service Quality on Customer Loyalty and Customer Satisfaction in Islamic Banks in the Sultanate of Oman. SAGE Open, 10(2), 1–10. https://doi.org/10.1177/2158244020919517
Fornell, C., & Larcker, D. F. (2014). SEM with Unobservable Variables and Measurement Error. In Algebra and Statistics (Vol. 47, Issue 3, pp. 138-145.).
Fornell, Claes. (1992). A National Customer Satisfaction Barometer?: The Swedish Experience. Journal of Marketing, 56(1), 6–21.
George, A., & Kumar, G. S. G. (2014). Impact of service quality dimensions in internet banking on customer satisfaction. Decision, 41(1), 73–85. https://doi.org/10.1007/s40622-014-0028-2
Ghozali, I. (2014). Structural Equation Modeling, Alternative Method with Partial Least Square (PLS). Badan Penerbit Universitas Diponegoro.
Grönroos, C. (1984). A Service Quality Model and its Marketing Implications. European Journal of Marketing, 18(4), 36–44.
Gunawan, H., & Prasetyo, J. H. (2020). The Influence of Service Quality towards the Customer Satisfaction of XYZ Bank at Gajah Mada Branch Office in West Jakarta. International Journal of Innovative Science and Research Technology, 5(3), 160–164. https://ijisrt.com/assets/upload/files/IJISRT20MAR004.pdf
Ha, J., & Jang, S. S. (2010). International Journal of Hospitality Management Perceived values , satisfaction , and behavioral intentions?: The role of familiarity in Korean restaurants. International Journal of Hospitality Management, 29, 2–13. https://doi.org/10.1016/j.ijhm.2009.03.009
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2018). Multivariate data analysis (8th ed.). Cengage Learning.
Intania, A. N. (2022). Lokasi Restoran Subway, Sudah Ada 11 Cabang Tersebar di Jakarta dan Tangerang. Kumparan. https://kumparan.com/kumparanfood/lokasi-restoran-subway-sudah-ada-11-cabang-tersebar-di-jakarta-dan-tangerang-1xLqYtmpwzZ/full
Jacoby, J. (2002). Stimulus-organism-response reconsidered: An evolutionary step in modeling (consumer) behavior. Journal of Consumer Psychology, 12(1), 51–57. https://doi.org/10.1207/153276602753338081
Kant, R., & Jaiswal, D. (2017). The impact of perceived service quality dimensions on customer satisfaction: An empirical study on public sector banks in India. International Journal of Bank Marketing, 35(3), 411–430. https://doi.org/10.1108/IJBM-04-2016-0051
Kassim, N. M., & Abdullah, N. A. (2008). Customer loyalty in e?commerce settings: an empirical study customer loyalty in e-... Electronic Markets, 18(3), 275–290. https://www.tandfonline.com/doi/abs/10.1080/10196780802265843
Kim, J., & Lennon, S. J. (2013). Effects of reputation and website quality on online consumers’ emotion, perceived risk and purchase intention: Based on the stimulus-organism-response model. Journal of Research in Interactive Marketing, 7(1), 33–56. https://doi.org/10.1108/17505931311316734
Konuk, F. A. (2019). The influence of perceived food quality, price fairness, perceived value and satisfaction on customers’ revisit and word-of-mouth intentions towards organic food restaurants. Journal of Retailing and Consumer Services, 50, 103–110. https://doi.org/10.1016/j.jretconser.2019.05.005
Kotler, P., & Armstrong, G. (2021). Principles of Marketing (18th ed.). Pearson Education, Inc.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Person Education, Inc.
Kozup, J. C., Creyer, E. H., & Burton, S. (2003). Making healthful food choices: The influence of health claims and nutrition information on consumers’ evaluations of packaged food products and restaurant menu items. Journal of Marketing, 67(2), 19–34. https://doi.org/10.1509/jmkg.67.2.19.18608
Kurniawan, M. R., Utami, H. R., & Prasetyo, J. H. (2020). The ireaction towards Customer Satisfaction through the Service Quality Variablei at Foreign Private Banks in Jakarta Headquarter. International Journal of Innovative Science and Research Technology, 5(3), 983–987.
Ladhari, R. (2008). Alternative measures of service quality: A review. Managing Service Quality, 18(1), 65–86. https://doi.org/10.1108/09604520810842849
Malhotra, N. K. (2010). Riset Pemasaran (Marketing Research) (4th ed.). Indeks.
McNeil, P., & Young, C. A. (2019). Customer satisfaction in gourmet food trucks: Exploring attributes and their relationship with customer satisfaction. Journal of Foodservice Business Research, 22(4), 326–350. https://doi.org/10.1080/15378020.2019.1614400
Mofokeng, T. E. (2021). The impact of online shopping attributes on customer satisfaction and loyalty: Moderating effects of e-commerce experience. Cogent Business and Management, 8, 1968206. https://doi.org/10.1080/23311975.2021.1968206
Mohd Suki, N. (2016). Green products usage: structural relationships on customer satisfaction and loyalty. International Journal of Sustainable Development and World Ecology, 24(1), 88–95. https://doi.org/10.1080/13504509.2016.1169563
Mordor Intelligence. (2023). Indonesia Foodservice Market - Growth, Trends, and Forecasts (2023-2028). Mordor Intelligence. https://www.mordorintelligence.com/industry-reports/indonesia-foodservice-market
Namkung, Y., & Jang, S. C. (2007). Does Food Quality Really Matter in Restaurants? Its Impact On Customer Satisfaction and Behavioral Intentions. Journal of Hospitality and Tourism Research, 31(3), 387–409. https://doi.org/10.1177/1096348007299924
Naspetti, S., & Zanoli, R. (2014). Organic Consumption as a Change of Mind? Exploring Consumer Narratives Using a Structural Cognitive Approach. Journal of International Food and Agribusiness Marketing, 26(4), 258–285. https://doi.org/10.1080/08974438.2013.833566
Oude Ophuis, P. A. M., & Van Trijp, H. C. M. (1995). Perceived quality: A market driven and consumer oriented approach. Food Quality and Preference, 6(3), 177–183. https://doi.org/10.1016/0950-3293(94)00028-T
Parasuraman, A., Zeithaml, V., & Berry, L. L. (1988). SERVQUAL: A multiple- Item Scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12.
Prasetyo, J. H., & Ariawan, J. (2021). Exact Strategies to Increase Indonesian’s Millenial Customer Loyalty towards Digital Banking Product. Enrichment: Journal of Management, 12(2), 1558–1565. https://enrichment.iocspublisher.org/index.php/enrichment/article/view/428/322
Priansa, D. J. (2017). Komunikasi Pemasaran Terpadu. Pusaka Setia.
Situmorang, B., Triyadi, T., & Prasetyo, J. H. (2020). The Reaction over Customer Satisfaction through Service Quality Variable at Tennis School in Cilandak Town Square. International Journal of Innovative Science and Research Technology, 5(3), 1312–1216. https://ijisrt.com/assets/upload/files/IJISRT20MAR701.pdf
Suhartanto, D., Helmi Ali, M., Tan, K. H., Sjahroeddin, F., & Kusdibyo, L. (2019). Loyalty toward online food delivery service: the role of e-service quality and food quality. Journal of Foodservice Business Research, 22(1), 81–97. https://doi.org/10.1080/15378020.2018.1546076
Tjiptono, F., & Chandra, G. (2017). Pemasaran Strategik (3rd ed.). Andi.
Tsiotsou, R. (2006). The role of perceived product quality and overall satisfaction on purchase intentions. International Journal of Consumer Studies, 30(2), 207–217. https://doi.org/10.1111/j.1470-6431.2005.00477.x
Uzir, M. U. H., Al Halbusi, H., Thurasamy, R., Thiam Hock, R. L., Aljaberi, M. A., Hasan, N., & Hamid, M. (2021). The effects of service quality, perceived value and trust in home delivery service personnel on customer satisfaction: Evidence from a developing country. Journal of Retailing and Consumer Services, 63, 102721. https://doi.org/10.1016/j.jretconser.2021.102721
Wantara, P., & Tambrin, M. (2019). The Effect of Price and Product Quality Towards Customer Satisfaction and Customer Loyalty on Madura Batik. International Tourism and Hospitality Journal, 2(1), 1–9. https://rpajournals.com/ithj:https://rpajournals.com/ithj
Wiharso, G., Prasetyo, J. H., Prakoso, B. S., & Fabrianto, L. (2022). The Effect Of Mobile Banking Product Quality On Customer Satisfaction Of Indonesian Sharia Bank Jakarta Wolter Monginsidi Branch. Matriks: Jurnal Sosial Dan Sains, 3(2), 80–88. https://matriks.greenvest.co.id/index.php/jmt/article/view/90/134
Zeithaml, V. A., Bitner, M. J., & Gremler, D. (2017). Services Marketing: Integrating Customer Focus Across the Firm (7 (ed.)). McGraw-Hill Education.
Zhong, Y., & Moon, H. C. (2020). What drives customer satisfaction, loyalty, and happiness in fast-food restaurants in china? Perceived price, service quality, food quality, physical environment quality, and the moderating role of gender. Foods, 9(4), 460. https://doi.org/10.3390/foods9040460
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