THE INFLUENCE OF SERVICE QUALITY TOWARDS CUSTOMER LOYALTY: A CASE STUDY IN COFFICE BANDUNG BY COFFINDO

• Main Author: Fadhil Hanrinugroho, Dhandy
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72322
• Institution: Institut Teknologi Bandung

Association of Indonesian Coffee Exporters and Producers (AEKI) stated that the consumption rate of Indonesian towards coffee is increasing significantly in 2010-2015 from 0.80 kg/capita/year to 1.09 kg/capita/year which leads to the growing of coffee shop in Indonesia, especially in Bandung. PT Coffindo as an integrated coffee company would like to reach their end user by opened its own coffee shop in Bandung in January 2015, named Coffice Bandung. To be able to survive the competition, Coffice Bandung needs to evaluate its service quality. The study of service loyalty has been conducted by some researchers which result in the relationship between service quality, customer satisfaction, and customer loyalty in various industry. Therefore, this research aims to examine and analyze the relationship among those three variables in coffee shop industry, which Coffice Bandung as the object. A quantitative approach is applied by conducting a survey to Coffice Bandung customers, collecting 385 responses. The data were analyzed using path analysis method using SPSS software then resulting the strong associations between service quality towards the customer loyalty, with customer satisfaction as the mediator. Improving the service quality is also given as the recommendation for Coffice Bandung that leads to the growth, sustainability and profitability of the business.