The Influence of Experiential Marketing, Service Quality on Customer Loyalty and Satisfaction at the Pizza Hut Restaurant in the Tunjungan Plaza Surabaya

DOI

10.2991/miceb-17.2018.12How to use a DOI?

Keywords

experiential marketing, service quality, customer loyalty, satisfaction

Abstract

This research aims is to understand and to analyze how experiential marketing, service quality influence to customers loyalty satisfaction at the The Pizza Hut Restaurant in the The Tunjungan Plaza Surabaya. Previous studies show there is a positive influence between the experiential marketing to service and customer satisfaction. As experiencing from evident that customers constantly come to the The Pizza Hut Restaurant every day, especially on the day of the weekend. Other factors may be affecting to customers who enjoy the service in this restaurant, such as restaurant environment, facilities, and life style. However, it does not clear how frequency will show the level of customer satisfaction. This research uses quantitative approach and uses a questionnaire to collect data. There are 150 questionnaires returned, the results obtained by researchers in obtaining the most is a civil servant class of income above 3 million-5 million and staying in Surabaya and aged 17-25 years followed by male gender. Results show that the quality of the Pizza Hut service is good enough and marketing has effect to customers. As a result, customers come to the restaurant frequently. It can be seen that there is a positive effect between experiencing of service and loyalty customer.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Ronald Setiobowo
PY  - 2017/10
DA  - 2017/10
TI  - The Influence of Experiential Marketing, Service Quality on Customer Loyalty and Satisfaction at the Pizza Hut Restaurant in the Tunjungan Plaza Surabaya
BT  - Proceedings of the Mulawarman International Conference on Economics and Business (MICEB 2017)
PB  - Atlantis Press
SP  - 77
EP  - 80
SN  - 2352-5428
UR  - https://doi.org/10.2991/miceb-17.2018.12
DO  - 10.2991/miceb-17.2018.12
ID  - Setiobowo2017/10
ER  -