The Effect of Product Diversification, Taste, and Service Quality on Customer Satisfaction

A Case Study on Membara Resto Coffee and Grill Bogor City Branch

DOI

10.2991/978-94-6463-008-4_136How to use a DOI?

Keywords

Product diversification; taste; service; multiple regression; customer satisfaction

Abstract

Customer satisfaction is a form of outcome of an effort to survive and develop. Membara Resto is a business engaged in the culinary field by serving Korean-style BBQ grill products, various types of coffee, and menus. This study aims to examine the effect of product diversification, taste, and service quality on customer satisfaction. The research approach was carried out quantitatively with multiple regression analysis tools from data processing both from managers and customers. The study’s results reveal that product diversification, taste fulfillment, and service quality improvement have a positive and significant impact on customer satisfaction.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits 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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TY  - CONF
AU  - Agus Yulianto
AU  - Sugeng Santoso
AU  - Drajat Jatnika
PY  - 2022
DA  - 2022/12/05
TI  - The Effect of Product Diversification, Taste, and Service Quality on Customer Satisfaction
BT  - Proceedings of the 19th International Symposium on Management (INSYMA 2022)
PB  - Atlantis Press
SP  - 1103
EP  - 1111
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-008-4_136
DO  - 10.2991/978-94-6463-008-4_136
ID  - Yulianto2022
ER  -