Proceedings of the Brawijaya International Conference on Business, Administration, Taxation, and Tourism (BICBATT 2022)

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The Effect of Experiential Marketing, Brand Image on Customer Satisfaction and Customer Loyalty: Coffee-Shop Context

Authors
Burhani Maulana Suprayogi1, *, Andriani Kusumawati1, Mukhammad Kholid Mawardi1
1Faculty of Administrative Sciences, Brawijaya University, Malang, Indonesia
*Corresponding author. Email: greatyogi01@gmail.com
Corresponding Author
Burhani Maulana Suprayogi
Available Online 22 September 2023.
DOI
10.2991/978-94-6463-240-8_5How to use a DOI?
Keywords
Experiential Marketing; Brand Image; Customer Satisfaction; Customer Loyalty
Abstract

The purpose of this literature research was to establish what kinds of antecedent circumstances produced consumer loyalty in the context of coffee shops. Our research also sought to determine the type of experience that customer had while dining or drinking in a coffee shop. This research drew on a variety of books as well as a number of reputable indexed publications. According to the findings of this literature analysis, three aspects shape customers’ involvement in coffee-shops: experiential marketing, brand image, and customer happiness. This literature analysis founds some implications for coffee-shop providers to apply the notion of experiential marketing in the instance of how to create distinct dining and atmospheric experiences that can bring added value to both parties.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the Brawijaya International Conference on Business, Administration, Taxation, and Tourism (BICBATT 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
22 September 2023
ISBN
978-94-6463-240-8
ISSN
2352-5428
DOI
10.2991/978-94-6463-240-8_5How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Burhani Maulana Suprayogi
AU  - Andriani Kusumawati
AU  - Mukhammad Kholid Mawardi
PY  - 2023
DA  - 2023/09/22
TI  - The Effect of Experiential Marketing, Brand Image on Customer Satisfaction and Customer Loyalty: Coffee-Shop Context
BT  - Proceedings of the Brawijaya International Conference on Business, Administration, Taxation, and Tourism (BICBATT 2022)
PB  - Atlantis Press
SP  - 28
EP  - 40
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-240-8_5
DO  - 10.2991/978-94-6463-240-8_5
ID  - Suprayogi2023
ER  -