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The Effect of Experiential Marketing, Brand Image on Customer Satisfaction and Customer Loyalty: Coffee-Shop Context

In: Proceedings of the Brawijaya International Conference on Business Administration, Taxation, and Tourism (BICBATT 2022)

Author

Listed:
  • Burhani Maulana Suprayogi

    (Brawijaya University, Faculty of Administrative Sciences)

  • Andriani Kusumawati

    (Brawijaya University, Faculty of Administrative Sciences)

  • Mukhammad Kholid Mawardi

    (Brawijaya University, Faculty of Administrative Sciences)

Abstract

The purpose of this literature research was to establish what kinds of antecedent circumstances produced consumer loyalty in the context of coffee shops. Our research also sought to determine the type of experience that customer had while dining or drinking in a coffee shop. This research drew on a variety of books as well as a number of reputable indexed publications. According to the findings of this literature analysis, three aspects shape customers’ involvement in coffee-shops: experiential marketing, brand image, and customer happiness. This literature analysis founds some implications for coffee-shop providers to apply the notion of experiential marketing in the instance of how to create distinct dining and atmospheric experiences that can bring added value to both parties.

Suggested Citation

  • Burhani Maulana Suprayogi & Andriani Kusumawati & Mukhammad Kholid Mawardi, 2024. "The Effect of Experiential Marketing, Brand Image on Customer Satisfaction and Customer Loyalty: Coffee-Shop Context," Advances in Economics, Business and Management Research, in: Inggang Perwangsa Nuralam & Ari Darmawan & Agung Nugroho Luthfi Imam Fahrudi & Anni Rahimah (ed.), Proceedings of the Brawijaya International Conference on Business Administration, Taxation, and Tourism (BICBATT 2022), pages 28-40, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-240-8_5
    DOI: 10.2991/978-94-6463-240-8_5
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