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• W795718141 abstract "ABSTRACTThis study aims to examine and analyze the influence of Utilitarian Value, Hedonic Value on Customer Satisfaction and Loyalty with Demanding Customers Moderation among customers of Modern Cafe in Surabaya. This study was conducted at the modern coffee bar (coffee shop) customers in Surabaya. In accordance with the data obtained from the Department of Tourism Surabaya, there are 14 modern coffee shop with 41 stands scattered in Surabaya. Sample used in this study is modern coffee bar customers (coffee shop) in Surabaya that is 600 persons, sampling techniques is using non -probability sampling, that is with accidental sampling that encountered by the researcher while visiting modern coffee shop and the determination of respondents numbers in each shop coffee is determined by using percentage based on the number of coffee shops in Surabaya. Techniques of analysis in this study is using Structural Equation Modeling (SEM) with AMOS 19 program.The conclusion of this study result are : t utilitarian value does not have significant influence on customer satisfaction at the modern coffee shop. Hedonic value has significant influence on customer satisfaction in a modern coffee shop. Demanding customer does not moderate the influence of utilitarian value on customer's satisfaction at the modern coffee shop. Demanding customers moderates the influence of hedonic value on customer satisfaction in a modern coffee shop. Satisfaction significantly influence customer loyalty of modern coffee shop. Utilitarian value has no significant influence on customer loyalty in modern coffee shop. Hedonic value has significant influence on customer loyalty in modern coffee shop.Keywords: Utilitarian Value, Hedonic Value, Customer Satisfaction, Loyalty, and Demanding Customer.INTRODUCTION:Customer loyalty is the ultimate goal of marketing relationship activities (Zeithaml and Bitner, 2003 and Levitt, 1987). Loyalty that being expected is loyalty that not only in speech but also that leads to behavior loyalty, which is manifested in the form of willingness to inform and recommend to others and re-purchase intentions (Dick and Basu, 1994, Stathakopoulos 2004, Heitman et al., 2007). Customer loyalty is influenced by several factors, such as trust, satisfaction and perceived value of the use of products or services (Fang, 2011, Molinari, 2008).Satisfaction is matching between expectations and reality that perceived by the customer (Oliver 1980). Problem that often encountered when customer processing confirmed expectations with received reality is services standard expected as assessment guide (Petty et al. 1983). When customers do not have enough information about this assessment guidance, it can be classified as latent customers who own satisfaction (see Bloemer and Poiesz, 1989). Such customers have tendency to show excessive demands, because they feel unsatisfied and will keep on demanding, and this is referred to as a demanding customer (Ogle et al., 2004 and Sit et al. 2003). Demanding customers is crucial to determine the level of influence of the value of the acquisition on customer satisfaction (Kim and Fiore, 2007).Value is an important element in managing long-term relationships with customers (Pride and Ferrell, 2003). Because the definition of value varies according to the context (Babin et al., 1994; Dodds et al., 1991; Holbrook, 2005; Holbrook and Cotfinan, 1995). we conceptualize value as the outcome (result) of the consumption experience. Study of Babin et al. (1994). value is defined as a relativistic preference of a subject after interacting with objects or events. In developing marketing activities, companies must recognize that customers in order to be able to get benefit from the experience and that the marketing mix is properly designed so that, to increase the perception of value (Pride and Ferrell, 2003). Thus, the customer experience with value can affect customer satisfaction. …" @default.
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• W795718141 date "2015-01-01" @default.
• W795718141 modified "2023-09-28" @default.
• W795718141 title "Role of Demanding Customer: The Influence of Utilitarian and Hedonic Values on Loyalty Customer" @default.
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