The Influence of Customer Experience on Customer Loyalty with Customer Satisfaction as an Intervening Variable in Xing Fu Tang Indonesia

  • Sherlica Safracia

Abstract

Many individuals, particularly millennials in Indonesia, have been more interested in boba tea beverages in recent years. Xing Fu Tang is one of the boba tea companies that has lately gained popularity in Indonesia. This is due to the fact that Xing Fu Tang has a great balance of boba sweetness and milk freshness. Furthermore, Xing Fu Tang provides a unique and original approach for its consumers to enjoy boba by giving a fresh experience. However, many customers continue to express dissatisfaction with the speed with which beverages are served, which may suggest that customers are dissatisfied and may lead to a decline in customer loyalty. The second point to examine is the discovery that customer satisfaction may function as a bridge between consumer experience and loyalty. As a result, the purpose of this study is to investigate the impact of customer experience on customer loyalty in Xing Fu Tang Indonesia, using customer happiness as an intervening variable. This study was carried out using a quantitative approach with 233 customers were approached via an online survey. Path Analysis is an analytical approach used by academics. Customer experience has a large impact on customer satisfaction, customer satisfaction has a big impact on customer loyalty, and customer satisfaction has a significant impact on customer loyalty, according to the findings of this study. Through customer satisfaction in Xing Fu Tang Indonesia, the researcher also examined customer satisfaction as an intervening variable, but was unable to demonstrate that customer experience had a substantial impact on customer loyalty. These insights should aid Xing Fu Tang Indonesia in better understanding the impact of customer experience on customer satisfaction and loyalty.

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Published
2021-10-01
How to Cite
SAFRACIA, Sherlica. The Influence of Customer Experience on Customer Loyalty with Customer Satisfaction as an Intervening Variable in Xing Fu Tang Indonesia. Asian Journal of Research in Business and Management, [S.l.], v. 3, n. 3, p. 186-198, oct. 2021. Available at: <https://myjms.mohe.gov.my/index.php/ajrbm/article/view/15683>. Date accessed: 25 jan. 2022.
Section
Articles