Analisa Pengaruh Customer Experience Terhadap Customer Loyalty Dengan Customer Engagement Dan Customer Trust Sebagai Variabel Intervening Di The Body Shop

Christina Irene Felita

Abstract


Perkembangan bisnis ritel saat ini berkembang sangat pesat. Sebagai perusahaan ritel yang bergerak di bidang beauty & personal care,  The Body Shop harus memiliki keunggulan bersaing agar dapat menang dalam persaingan yang ketat. Salah satu strategi untuk menciptakan keunggulan bersaing adalah dengan memberikan customer experience yang tepat dan memuaskan sehingga dapat memanjakan mereka sebagai customer dan membuat mereka menjadi customer yang loyal. Penelitian ini dilakukan untuk menganalisa pengaruh dari customer experience terhadap customer loyalty di The Body Shop dengan mempertimbangkan customer engagement dan customer trust sebagai variabel intervening. Penelitian ini akan dilaksanakan dengan menyebarkan kuesioner kepada 100 responden customer The Body Shop. Hasil dari penelitian ini menunjukkan bahwa customer experience memiliki pengaruh terhadap customer loyalty dengan customer engagement dan customer trust sebagai variabel intervening.


Keywords


Customer Experience, Customer Loyalty, Customer Engagement, Customer Trust.

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