Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)

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Impact of Brand Image and Relationship Marketing on Customer Loyalty Through Customer Satisfaction

(Case Study at Coffee Shop “Heavy.Dosed” Medan)

Authors
Haikal P. Rizal1, *, Syafrizal Helmi Situmorang1, Amrin Fauzi1
1University of North Sumatera, Medan, Indonesia
*Corresponding author. Email: haikalputrarizal@gmail.com
Corresponding Author
Haikal P. Rizal
Available Online 29 September 2023.
DOI
10.2991/978-94-6463-234-7_69How to use a DOI?
Keywords
Brand Image; Customer; Loyalty; Satisfaction; Relationship marketing; Coffee Shop
Abstract

Loyalty and satisfaction are determining factors for a form of business to last long or not. The company will not last long if the owner ignores the loyalty and satisfaction of customers who have used the services and products of the business. Several things that can increase or decrease customer loyalty and satisfaction are brand image and relationship marketing implemented by business owners. This study’s objectives are to determine and analyze whether brand image and relationship marketing influence customer loyalty and satisfaction at a Heavy.Dosed coffee shop in the city of Medan. This study uses a quantitative approach. The total sample taken was 140 customers in the Heavy. They have dosed coffee shop. According to the study’s findings, the relationship between marketing and brand image directly or indirectly affects customer loyalty and satisfaction. They have dosed coffee shops.

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 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
29 September 2023
ISBN
978-94-6463-234-7
ISSN
2352-5428
DOI
10.2991/978-94-6463-234-7_69How 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  - Haikal P. Rizal
AU  - Syafrizal Helmi Situmorang
AU  - Amrin Fauzi
PY  - 2023
DA  - 2023/09/29
TI  - Impact of Brand Image and Relationship Marketing on Customer Loyalty Through Customer Satisfaction
BT  - Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)
PB  - Atlantis Press
SP  - 662
EP  - 673
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-234-7_69
DO  - 10.2991/978-94-6463-234-7_69
ID  - Rizal2023
ER  -