Proceedings of the 20th International Symposium on Management (INSYMA 2023)

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The Determinants of Customer Satisfaction and the Mediating Role of Brand Image in the Indonesian Fast-Food Industry in Surabaya

Authors
Jeffry Pangestu1, Christina Rahardja1, *, Dudi Anandya1
1University of Surabaya, Surabaya, Indonesia
*Corresponding author. Email: christina_r@staff.ubaya.ac.id
Corresponding Author
Christina Rahardja
Available Online 30 September 2023.
DOI
10.2991/978-94-6463-244-6_44How to use a DOI?
Keywords
Customer Satisfaction; Customer Loyalty; Brand Image
Abstract

This study aims to shed light on the effects of determinants of customer satisfaction on customer loyalty with a particular focus on the mediating role of brand image in the context of the Indonesian fast-food industry. Based on the literature review of prior studies, the determinants of customer satisfaction in this study are service quality, food quality, physical environment, location, and perceived price. The data of this study were collected through an online questionnaire completed by 200 participants in Surabaya. Data analysis was performed using Partial Least Squares Structural Equation Model (PLS-SEM) through SPSS version 26 and SmartPLS 3. The results show that service quality, food quality, location, and perceived price significantly influence customer satisfaction, improving customer loyalty. On the contrary, the physical environment does not have a significant impact on customer satisfaction. Furthermore, the results also show that brand image functions as a mediator between customer satisfaction and loyalty. The findings from this study can provide implications for strategic planners in the fast-food industry to formulate and develop effective strategies to gain a competitive edge over their competitors by emphasizing these critical determinants of customer satisfaction that can influence customer loyalty most significantly. Thus, fast-food restaurants can make efficient changes to compete and add value to their offerings.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 20th International Symposium on Management (INSYMA 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
30 September 2023
ISBN
10.2991/978-94-6463-244-6_44
ISSN
2352-5428
DOI
10.2991/978-94-6463-244-6_44How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Jeffry Pangestu
AU  - Christina Rahardja
AU  - Dudi Anandya
PY  - 2023
DA  - 2023/09/30
TI  - The Determinants of Customer Satisfaction and the Mediating Role of Brand Image in the Indonesian Fast-Food Industry in Surabaya
BT  - Proceedings of the 20th International Symposium on Management (INSYMA 2023)
PB  - Atlantis Press
SP  - 285
EP  - 293
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-244-6_44
DO  - 10.2991/978-94-6463-244-6_44
ID  - Pangestu2023
ER  -