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

DOI

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.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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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  - 10.2991/aebmr.k.200127.060
ID  - Saputra2020
ER  -