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The Strategic Experiential Models and Providers in Improving Customer Satisfaction and Loyalty (Study Beverage Bottle Ready to Serve Tea Sosro)

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  • Chamdan Purnama

Abstract

This study aims to identify and analyze how much influence the Strategic Experiential Models and Providers in improving customer satisfaction and loyalty instant tea beverage bottles sosro. The research was conducted on a sample of 171 customers sosro bottled tea drinks taken by purposive sampling technique. Through the analysis of Structural Equation Modeling (SEM) found that: First, an Experiential provider (which includes communications, visual identity, product presence, co-branding, web sites and people) positive effect on customer satisfaction and customer loyalty. Second, Experiential models (which include relate, sense, act and think) positive effect on customer satisfaction and customer. Third, customer satisfaction (include preferences, actual behavior, referencing and intentions) positive effect on customer loyalty (includes recommending and repeat purchases). Fourth providers Experiential, Experiential models and customer satisfaction simultaneously positive effect on customer loyalty.

Suggested Citation

  • Chamdan Purnama, 2015. "The Strategic Experiential Models and Providers in Improving Customer Satisfaction and Loyalty (Study Beverage Bottle Ready to Serve Tea Sosro)," International Journal of Management Sciences, Research Academy of Social Sciences, vol. 5(1), pages 54-67.
    • Handle: RePEc:rss:jnljms:v5i1p2
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    References listed on IDEAS

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    1. Oliver, Richard L, 1993. "Cognitive, Affective, and Attribute BAses of the Satisfaction Response," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(3), pages 418-430, December.
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