Dimensions and Outcome of Experience Quality in Outdoor Dining Casual : The Case of Outdoor Cafe in Indonesia
Keywords:experience quality, customer satisfaction, customer loyalty, outdoor cafe
AbstractThis study to determineÂ the effect of experienceÂ quality on customerÂ satisfactionÂ and customerÂ loyalty.Â the relationship betweenÂ experienceÂ qualityÂ and customerÂ loyaltyÂ indirectlyÂ throughÂ customerÂ satisfactionÂ is explainedÂ in this study.Â A total of 168 questionnaires were distributedÂ to respondents who alreadyÂ had experienceÂ visitingÂ and enjoyingÂ food in natural outdoorÂ cafes in Malang,Â Indonesia.Â Data was collectedÂ by direct survey to respondents and analyzedÂ using the StructuralÂ Â EquationÂ Â ModelingÂ Â (SEM)Â Â equationÂ Â andÂ thenÂ analyzedÂ Â withÂ threeÂ Â stagesÂ Â ofÂ inferentialÂ Â statistics.Â Â The demographicsÂ ofÂ theÂ respondentsÂ wereÂ alsoÂ describedÂ Â inÂ thisÂ study.Â TheÂ findingsÂ Â ofÂ thisÂ studyÂ indicateÂ Â that Â the emergence of millennialÂ generations has made changesÂ in lifestyleÂ today. The results of hypothesisÂ testing of this study proveÂ thatÂ experienceÂ qualityÂ has a positiveÂ and significantÂ influenceÂ on customerÂ satisfactionÂ and customerÂ loyalty. CustomerÂ satisfactionÂ plays a partial mediatingÂ role between experienceÂ quality variables and customerÂ loyalty.
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