A QUALITATIVE STUDY OF CUSTOMER RETENTION AT SOLARIA RESTAURANT IN MANADO

Abstract

Abstract: Every customer have their own types of selecting and choosing products. In order to fulfill their needs and wants, they consider with several things when deciding what product to buy. When customer found the product that can satisfied their needs and wants, then they will repurchase same product continuously. The retention of customer is one of the important things in order to reduce the number of defection and to keeping the current customer that already exist. This research aims to analyze what are the factors that stimulate customers become retain to buying the product of Solaria Manado. To achieve this objective, the researcher took the information from 10 informants using qualitative study which is in-depth interview. The result of the research shows that internal and external factors such as location, food quality, service quality, and price fairness have significant influence that stimulated customer to become retain when buying the food and beverage of Solaria continuously. This study can be used as a reference for the development and deepening of knowledge about customer retention.

Keywords: customer retention, solaria