THE INFLUENCE OF CUSTOMER EXPERIENCE ON CUSTOMER LOYALTY WITH CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE IN XING FU TANG INDONESIA

• Main Author: Safracia, Sherlica
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57204
• Institution: Institut Teknologi Bandung

In recent years, boba or bubble tea drinks are increasingly in demand for many people, especially millennials in Indonesia. One of the boba tea businesses that have recently become quite popular in Indonesia is Xing Fu Tang. Xing Fu Tang is a beverage industry in the form of boba milk tea originating from Taiwan. This happens because Xing Fu Tang has a perfect taste of the sweetness of the boba and the freshness of the milk. Moreover, Xing Fu Tang also offers a creative and innovative way to its customers by providing a new experience in enjoying boba. However, there are still many consumer complaints regarding the speed of serving drinks, which can indicate that customers are not satisfied and have the potential to decrease customer loyalty. Then, the second consideration is the finding which shows that customer satisfaction can be used as an intermediary among customer experience and loyalty. According to the previous studies, the research result shows that customer experience has a considerable impact on customer satisfaction and loyalty and customer satisfaction can be used as an intermediary in the effect of customer experience on customer loyalty. However, whether the customer experience Xing Fu Tang has built already matches with the expectation and motivates customers to make repeat purchases is still controversial. Therefore, the researcher wants to look at the relationship between customer experience, customer loyalty, and customer satisfaction in Xing Fu Tang Indonesia. This research used a quantitative method. Thus for the data collection, the researcher distributed the questionnaire to 233 respondents. The analysis method uses Path Analysis and the results prove customer experience has an influence on customer satisfaction, customer satisfaction has an influence on customer loyalty, and customer satisfaction has an influence on customer loyalty. However, in this study, the researcher failed to prove that customer experience had a significant effect on customer loyalty with the intermediary of customer satisfaction.