The Effect of Consumer-Based Brand Equity on Customer Satisfaction and Brand Loyalty in the Coffee Bean & Tea Leaf or Maxx Coffee
D. Saputra, Indarini, S. Margaretha
Available Online 31 January 2020.
- https://doi.org/10.2991/aebmr.k.200127.060How to use a DOI?
- consumer based brand equity, customer satisfaction, brand loyalty
- 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.
- 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 -