Analisa Pengaruh Customer Experience Terhadap Customer Loyalty Dimoderasi Oleh Media Social Pada De Mandailing Cafe Surabaya

Yeremia Widya

Abstract


Abstrak - Di jaman yang serba cepat saat ini tidak dapat kita pungkiri komunikasi media sosial begitu cepat dan efektif. Karena kemudahan dalam aktivitas sosial mereka dan promosi, banyak kawula-kawula muda ingin mencari tempat yang pas untuk nongkrong dan mencari tempat yang nyaman. Cafe merupakan jawaban mereka untuk saat ini. Banyak dari mereka melakukan aktivitas jam kosong dan nongkrong di cafe. Salah satu cafe yang sudah terkenal di Surabaya adalah De Mandailing Cafe yang berdiri pertama kali di Surabaya Barat.    Penelitian ini bertujuan untuk mengukur Customer Experience yang dirasakan oleh customer De Mandailing sehingga mereka  akan kembali makan disana yang didukung dengan media social marketing yang dilakukan De Mandailing. Populasi dari penelitian ini adalah masyarakat Surabaya, sampel yang diambil adalah konsumen De Mandailing yang berjumlah 125 orang. Penelitian ini merupakan penelitian kuantitatif dengan metode pengambilan sampel purpose sampling. Teknik analisis yang digunakan adalah path analysis.


Keywords


Customer Experience, Media Social, Customer Loyalty

Full Text:

PDF

References


Arussy, L. (2002), “Customer experience management: the heartbeat of your business”, Call Center CRM Solutions, Norwalk.

Berry, L.L., Carbone, L.P. and Haeckel, S.H. (2002), “Managing the total customer experience”, Sloan Management Review, Vol. 43 No. 3, pp. 85-90.

Calhoun, J. (2001), “Driving loyalty: by managing the total customer experience”, Ivey Business Journal, Vol. 65 No. 6, pp. 69-79.

Carbone, L.P. (1998), “Total customer experience drives value”, Management Review, Vol. 87 No. 7, p. 62.

Chung, S. (2015), “Solving strategy for unintended criticism in online space”, Internet Research, Vol. 25 No. 1, pp. 52-66.

Dan Zarella. 2010. The Social Media Marketing Book. Oreilly Media. USA.

David Clutterbuck, Walter Goldsmith, (1998) "Customer care versus customer count", Managing Service Quality: An International Journal, Vol. 8 Issue: 5, pp.327-338.

De Vries, L., Gensler, S. and Leeflang, P.S. (2012), “Popularity of brand posts on brand fan pages: an investigation of the effects of social media marketing”, Journal of Interactive Marketing, Vol. 26 No. 2, pp. 83-91.

Drew Fudenberg and Jean Tirole, "The Rand Journal of Economics", Vol. 31, No. 4 (Winter, 2000), pp. 634-657.

Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience: An overview of experience components that co-create value with the customer. European Management Journal, 25, 395-410.

Gilmore, J.H. and Pine, J.B. II (2002), “Customer experience places: the new offering frontier”, Strategy and Leadership, Vol. 30 No. 4, pp. 4-11.

Griffin, Jill. 2007. Customer Loyalty. Edisi Revisi dan Terbaru. Erlangga, Jakarta.

Hoffman, D.L. and Fodor, M. (2010), “Can you measure the ROI of your social media marketing”, MIT Sloan Management Review, Vol. 52 No. 1, pp. 41-49.

Hubber, F., Herrmann, A. and Morgan, R.E. (2001), “Gaining competitive advantage through customer value oriented management”, Journal of Consumer Marketing, Vol. 18 No. 1, pp. 41-53.

James H. McAlexander, John W. Schouten, Harold F. Koenig (2002) Building Brand Community. Journal of Marketing: January 2002, Vol. 66, No. 1, pp. 38-54.

Kartajaya, Hermawan. 2006. Hermawan Kartajaya on Marketing. Jakarta: Gramedia.

Lamperes, B. (2002), “The entertainment factor”, Business Week, 25 March.

Lemke, F., Clark, M., &Wilson, H. (2006). What Makes a Great Customer Experience. Cranfield Customer Management Forum.

Lemke, F., Clark, M., &Wilson, H. (2010). Customer Experience Quality: An Exploration in Business and Consumer Contexts Using Repertory Grid Technique. Journal of the Academy of Marketing Science.

Macmillan, I.C. and McGrath, R.G. (1997), “Discovering new points of differentiation”, Harvard Business Review, Vol. 75 No. 4, pp. 133-42.

Olson, Peter, 1993, Consumer Behavior and Marketing Strategy, Richard D. Irwan Inc, Boston, Third Edition.

O’Reilly, T. (2005). What Is Web 2.0 Design Patterns and Business Models for the Next Generation of Software.

Pine, J.B. II and Gilmore, J.H. (1998), “Welcome to the experience economy”, Harvard Business Review, Vol. 76 No. 4, pp. 97-106.

Rowley, J. (1999), “Measuring total customer experience in museums”, International Journal of Contemporary Hospitality Management, Vol. 11 No. 6, pp. 303-10.

Shaw, C. and Ivens, J. (2002), “Building Great Customer Experience”, Palgrave Macmillan, New York, NY.

Terblanche, N. S. (2009). Customer Experiences, Interactions, Relationships and Corporate Reputation. Journal of General Management, 35(1).

Verhoef, P., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer experience creation: Determinants, dynamics and management strategies. Journal of Retailing, 85, 31-41.

Watkins, H. (2007). How to Drive Loyalty Through Fantastic Customer Experiences. Kae: Marketing Intelligence.

Weber, L. (2009) Marketing to the Social Web. John Wiley & Sons , Inc., Hoboken, New Jersey.

Wyner, G. (2000), “The customer’s burden”, Marketing Management, Vol. 9 No. 1, pp. 6-7.

Yadav, M.S., De Valck, K., Hennig-Thurau, T., Hoffman, D.L. and Spann, M. (2013), “Social commerce: a contingency framework for assessing marketing potential”, Journal of Interactive Marketing, Vol. 27 No. 4, pp. 311-323.

Yang, C.C., Tang, X., Dai, Q., Yang, H. and Jiang, L. (2013/2014), “Identifying implicit and explicit relationships through user activities in social media”, International Journal of Electronic Commerce, Vol. 18 No. 2, pp. 73-96.

Yang, Z. and Peterson, R.T. (2004), “Customer perceived value, satisfaction, and loyalty: the role of switching costs”, Psychology and Marketing, Vol. 21 No. 10, pp. 799-822.


Refbacks

  • There are currently no refbacks.