Store Atmosphere, SERVQUAL and Consumer Loyalty

Case Study of Excelso Coffee Shop

https://doi.org/10.33215/sjom.v3i4.385

Authors

  • Purwadi Purwadi Department of Management, Faculty of Economics and Business, Mulawarman University, Samarinda, 75117, Indonesia
  • Bella Devitasari Department of Management, Faculty of Economics and Business, Mulawarman University, Samarinda, 75117, Indonesia
  • Dio Caisar Darma Sekolah Tinggi Ilmu Ekonomi Samarinda https://orcid.org/0000-0002-3287-7670

Keywords:

Store amosphere, service quality, loyalty, customer loyalty

Abstract

Purpose- With competitors, making business people must continue to evaluate the marketing strategy carried out and understand consumer behavior, especially from the coffee shop. The study aims to present the relationship between Store Atmosphere, SERVQUAL, and Consumer Loyalty in Excelso (Big Mall, Samarinda City).

Design/Methodology- We conduct online surveys (instrumental social networking sites). The sample of this study was based on purposive sampling. There were total 98 participants. The study hypotheses were assessed with the OLS model.

Findings- We find that there is a significant positive effect of the Store Atmosphere variable on SERVQUAL and SERVQUAL on Consumer Loyalty. Meanwhile, the relationship between Store Atmosphere and SERVQUAL variables is positive-insignificant.

Practical Implications- With this study, it can create a sense of curiosity to conduct further research, namely by holding interviews or distributing a broader questionnaire to obtain maximum results.

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Author Biography

Dio Caisar Darma, Sekolah Tinggi Ilmu Ekonomi Samarinda

Department of Management

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Published

2020-07-09

How to Cite

Purwadi, P., Devitasari , B., & Caisar Darma, D. (2020). Store Atmosphere, SERVQUAL and Consumer Loyalty: Case Study of Excelso Coffee Shop. SEISENSE Journal of Management, 3(4), 21-30. https://doi.org/10.33215/sjom.v3i4.385