CUSTOMER EXPERIENCE AND CUSTOMER LOYALTY: A QUANTITATIVE ANALYSIS IN STARBUCKS MANADO

Abstract

Human needs always change over time, from goods based consumption changes to experiences based consumption. Seeing this movement, many entrepreneurs try to open businesses with the concept of leisure, which is a coffee shop. In Indonesia, the coffee shop continues to increase every year, which means competition is getting tougher. Therefore, the company must continue to develop and innovate to increase customer loyalty for the sustainability of the company. According to some studies, the better the customer experience perceived by the customer will increase customer loyalty. This study aims to examine whether 4 factors of customer experience which are Education, environment, esthetics, and escapism simultaneously and partially affect customer loyalty. The number of respondents is 100 millennials. Data analysis used Multiple Linear Regression by using SPSS software. The result shows that 4Es have a significant effect on Customer Loyalty. But entertainment experience and esthetics experience don't have a significant influence on customer loyalty and the rest have a significant influence. The researcher suggesting several recommendations that are holding a talk show about products or maybe in the context of a coffee shop by presenting a Starbucks Coffee Experience Bar, holding an event or exhibition, or occasionally performing live music.

Keywords: marketing, customer experience, customer loyalty, multiple linear regression, millennials, Starbucks