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

In: Proceedings of the 19th International Symposium on Management (INSYMA 2022)

Author

Listed:
  • Agus Yulianto

    (Mercu Buana University)

  • Sugeng Santoso

    (Mercu Buana University)

  • Drajat Jatnika

    (Mercu Buana University)

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.

Suggested Citation

  • Agus Yulianto & Sugeng Santoso & Drajat Jatnika, 2023. "The Effect of Product Diversification, Taste, and Service Quality on Customer Satisfaction," Advances in Economics, Business and Management Research, in: Werner Ria Murhadi & Dudi Anandya & Noviaty Kresna Darmasetiawan & Juliani Dyah Trisnawati & Putu An (ed.), Proceedings of the 19th International Symposium on Management (INSYMA 2022), pages 1103-1111, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-008-4_136
    DOI: 10.2991/978-94-6463-008-4_136
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