Proceedings of the 17 th International Symposium on Management (INSYMA 2020)

The Effect of Consumer-Based Brand Equity on Customer Satisfaction and Brand Loyalty in the Coffee Bean & Tea Leaf or Maxx Coffee

Authors
D. Saputra, Indarini, S. Margaretha
Corresponding Author
S. Margaretha
Available Online 31 January 2020.
DOI
https://doi.org/10.2991/aebmr.k.200127.060How to use a DOI?
Keywords
consumer based brand equity, customer satisfaction, brand loyalty
Abstract
The purpose of this study is to examine whether consumer-based brand equity (physical quality, staff behavior, self-compatibility, brand identification, and lifestyle congruence) of Coffee Bean & Tea Leaf Surabaya or Maxx Coffee Surabaya have a positive impact on customer satisfaction. This study examined 150 Coffee Bean & Tea Leaf customers and 150 Maxx Coffee customers in Surabaya who had bought the coffee. Structural equation modeling was used to analyze the constructs and overall model. The results of this study found that staff behavior, ideal self-congruence, and lifestyle-congruence have a significant effect on customer satisfaction. Physical quality and brand identification are factors that have no significant effect on customer satisfaction. Meanwhile physical quality and staff behavior have a significant effect on customer satisfaction. Ideal self-congruence, brand identification, and lifestyle-congruence have no significant effect on customer satisfaction. However customer satisfaction has a significant effect on brand loyalty.
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This is an open access article distributed under the CC BY-NC license.

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Volume Title
Proceedings of the 17 th International Symposium on Management (INSYMA 2020)
Series
Advances in Economics, Business and Management Research
Publication Date
31 January 2020
ISBN
978-94-6252-892-5
ISSN
2352-5428
DOI
https://doi.org/10.2991/aebmr.k.200127.060How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - D. Saputra
AU  - Indarini
AU  - S. Margaretha
PY  - 2020
DA  - 2020/01/31
TI  - The Effect of Consumer-Based Brand Equity on Customer Satisfaction and Brand Loyalty in the Coffee Bean & Tea Leaf or Maxx Coffee
BT  - Proceedings of the 17 th International Symposium on Management (INSYMA 2020)
PB  - Atlantis Press
SP  - 293
EP  - 298
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200127.060
DO  - https://doi.org/10.2991/aebmr.k.200127.060
ID  - Saputra2020
ER  -