Pengaruh Servicescape Terhadap Customer Loyalty Restoran Limited Service di McDonald's Surabaya
DOI:
https://doi.org/10.35590/jeb.v6i2.1233Keywords:
Servicescape, McDonald, Loyalitas Konsumen, WOM, Restoran, Kepuasan Konsumen, EWOM, SWB, Emosi Pelanggan, Restoran Layanan TerbatasAbstract
Tujuan dari makalah ini adalah untuk menganalisis pengaruh servicescape baik dalam hal pementasan substansial dan pementasan komunikatif pada emosi konsumen restoran limited-service (McDonald's) di Surabaya yang menghasilkan kepuasan pelanggan dan ditampilkan dalam perilaku loyalitas, yaitu niat kembali (return intention), WOM intention, dan EWOM intention. Metodologi yang digunakan dalam makalah ini adalah Survei dengan SEM analisis. Hasil penelitian menunjukkan bahwa: 1.Ada pengaruh positif dan signifikan antara Substatntive Staging of Servicescape (SSoS) pada emosi pelanggan; 2. Ada pengaruh positif dan signifikan dari Communicative Staging of servicescape (CSoS) pada emosi pelanggan; 3.Ada pengaruh positif dan signifikan emosi pelanggan terhadap kepuasan; 4.Ada pengaruh positif dan signifikan dari kepuasan terhadap Subyektif - Kesejahteraan (SWB); 5.Ada pengaruh positif tetapi tidak signifikan kepuasan pada Keseluruhan Kualitas Hidup (QoL); 6.Ada pengaruh positif dan signifikan dari Subjektif-Kesejahteraan (SWB) pada Kualitas Hidup secara keseluruhan; 7.Ada pengaruh positif dan signifikan kepuasan terhadap loyalitas pelanggan; 8. Ada pengaruh positif dan signifikan dari loyalitas pelanggan pada niat pengembalian; 9. Ada pengaruh positif dan signifikan dari loyalitas pelanggan pada niat WOM; 10.Ada pengaruh positif dan signifikan dari loyalitas pelanggan pada niat EWOM.References
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