Research Paper
Year: 2020 | Month: October | Volume: 7 | Issue: 10 | Pages: 282-289
The Effect of Servicescape on Customer Loyalty with Customer Satisfaction as an Intervening Variable at Killiney Coffee Shop Medan
Ryalsyah Putra1, Amrin Fauzi2, Arlina Nurbaity Lubis2
1Postgraduate Students, Department of Management, Faculty of Economics and Business at Universitas Sumatera Utara, Indonesia.
2Postgraduate Lecturer, Department of Management, Faculty of Economics and Business at Universitas Sumatera Utara, Indonesia.
Corresponding Author: Ryalsyah Putra
ABSTRACT
The era of free trade has spurred every entrepreneur in the world to compete in advancing the business they run. The same thing was done by Indonesian entrepreneurs. Every company, whether engaged in goods or services, has a goal to live and develop. As it is known that the purpose of a business is to make customers feel satisfied. The creation of satisfaction can provide several benefits, including the relationship between the company and its customers being harmonious so as to provide a good basis for repurchasing and creating brand loyalty and making a recommendation from word of mouth that is beneficial for the company. Several factors such as servicescape and customer satisfaction can affect customer loyalty. This study aims to determine and analyze the effect of servicescape on customer loyalty with customer satisfaction as an intervening variable. The population in this study were all consumers of the Medan Killiney Coffee Shop who had visited at least 1 time in determining the sample of this study using the Wibisono theory because the population was unknown and the sample size was 96.04 and rounded to 97. The results showed that servicescape had a positive and significant effect on consumer loyalty. Servicescape had a positive and significant effect on customer satisfaction. Consumer satisfaction had a positive and significant effect on consumer loyalty. Servicescape had a positive and significant effect on consumer loyalty through customer satisfaction.
Keywords: Servicescape, Customer Satisfaction, Customer Loyalty
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