Impact of customer satisfaction on Shushi-Tei brand loyalty
A brand is an important subject as the image or idea in eyes of a customer to make it different from the competitors, it can be specific products or servicesCITATION Ame l 1033 (American Marketing Association, n.d.). in this globalization era, the significant changes that really grow fast are in the food processing or services that make main impact on people’s lifestyle for instance most people right now like things quickly and practically due to their busy activities such as eating food outdoors. This impact makes the compete with the competitor is more severe to survive. A company needs to understand and develop the feeling of their customer to their brand, not only just improve or create good physical features to attract them. people need to make a unique brand in the eyes of the customers because the product could be easily copied by the competitors.
According to data from the Tourism and Culture Office of DKI Jakarta ProvinceCITATION Dep16
l 1033 (2016), the growth of tourism industry in DKI Jakarta in 2016 shows that the food and beverage industry or culinary industry grows most in Jakarta. Therefore, a lot of producers are encouraged to open a business in the field of food industry either a restaurant or small shop, although the competition in this industry has a lot in Jakarta. therefore, the company must make their brand or sales to be superior and competitive in competing in this industry where they have to attract consumers to increase their brand knowledge and keep their old customers to stay loyal to their brand.
Source: Department of Tourism and Culture of DKI Jakarta
Therefore, entrepreneurs must know and understand what consumers need and want by providing good quality products and best service quality. Consumers are key, so entrepreneurs can survive in the business world. With these two things, the company will get customer satisfaction that makes them have more value which will form a good image of the brand. Customer satisfaction is very important for the company because it can shape their perception of the brand image that they choose. By providing different value to the customer will build a strong image of the brand and become a top of mind for the customer so that it can be trusted and known by the public that can provide a plus for the company itself.
Due to the growing business growth every year this makes entrepreneurs like food entrepreneurs, they strive to continue to meet the increasingly diverse consumer satisfaction by providing excellent products with the best service quality. One of the companies that run the food business in the restaurant is Sushi Tei. Sushi Tei is a brand origin from Singapore which is engaged in food and beverages typical of japan. Japanese food is now very loved by the community because it is believed to be healthy for health. Lots of people who come to Sushi Tei due to the brand image of sushi Tei that serves a typical Japanese meal that fits with the Indonesian.
Restaurant Sushi Tei is arguably very advanced and successful in the Indonesian food industry. Seen from the many branches owned by Sushi Tei throughout Indonesia. Sushi Tei already has approximately 37 branches in major cities of Indonesia such as Jakarta, Bandung, Surabaya, Medan, Bali, Yogyakarta, Makassar, Palembang, Pekanbaru, and Batam. Most branches of Sushi Tei located in Jakarta, can be seen that their branch is 20. From the many branches can be seen that this brand is very famous in the eyes of the community.
According to the last research run by RahmasariCITATION RAH17
l 1033 (2017), that customer satisfaction of Sushi Tei brand is very influential to brand loyalty. Because the research is only done in one branch of Sushi Tei in Jakarta which is at the mall Kota Kasablanka and based on the research that it is true that customer satisfaction is very influential. From these results, this research is conducted to prove that true Sushi Tei brand is very influential for Indonesian people, including in Jakarta that customer satisfaction is a very important role in brand loyalty in Sushi Tei restaurant. Therefore, further research will be undertaken to examine further about the effect of consumer satisfaction on the Sushi Tei brand.
In serving the product or food, it should be in good condition and good quality, that’s why the company must pay attention to the quality of the product. Product quality is the ability to satisfy the needs desired by the buyer of a product as a whole. CITATION Phi10 l 1033 (Kotler & Keller, 2010 ). In addition, according to LupiyoadiCITATION Ram13
l 1033 (2013) stated that “If the products are in good quality when they use it, then consumers will feel satisfied”.
In the restaurant business or food business should pay attention to the quality of food that restaurant served because nowadays consumers are very concerned about the food they will buy. According to Margaretha and EdwinCITATION Mar12
l 1033 (2012) “In deciding the purchase of food by consumers the quality of a food is an important role to be noticed, then the purchase decision will increase or better if the quality of food is also increased”. In defining the quality of a food is not as easy as other products because the quality of a food cannot be measured mechanically, but to be able to know the quality of a food can be seen from the appearance, nutritional content, freshness, variation of food, and the last is the aroma of the food CITATION Ahm15 l 1033 (Al-Tit, 2015).
In this globalization era, competition in the restaurant business world is increasing and competitive. To be the best, the company or restaurant should be very concerned about the quality of their restaurant services such as one of them is to present or create different products in the market. According to Kotler and Keller CITATION Phi10 l 1033 (Kotler & Keller, 2010 ) presents a good service when dealing with consumers is a core activity that restaurant must be paid attention.
According to Zeithaml & Berry CITATION val09
l 1033 (2009) in service quality there are several dimensions that need to be considered are:
1. Tangible is the service that is given to the consumer must be proven real or visible
2. Reliability is to present or implement the services to customers as promised
3. Responsiveness is the ability of employees to provide services quickly and responsive to consumers.
4. Assurance is the way companies build trust and confidence of consumers in handling or serving consumers such as politeness, and knowledge of products they sell
5. Empathy is to give a lot of attention to the consumer when dealing to serve consumers.
Customer satisfaction is the level of consumer feeling after comparing a product either goods or services that match their expectations. And also, the feeling of a person either happy or sad after using the goods or services of a product. CITATION Phi101 l 1033 (Kotler & Armstrong, Principles of Marketing, 2010). In the other hand, definition of customer satisfaction in business according to lovelock and WirtzCITATION Joc16
l 1033 (2016)is the consumer’s judgment to the product after using. Usually the assessment of the product depends on the comparison of expectations that the customer wants with what the customer gets when using. The conclusion is, customer satisfaction is the difference between customer expectations of a product with the performance gained when using the product.
In addition, to measure customer satisfaction entrepreneurs should be able to distinguish between customer satisfaction of goods and services. For the product of goods can usually be measured based on the quality of the goods, while for services can be measured based on the quality of business services to consumers directly. According to Santoso CITATION San16
l 1033 (2016), from his research said that customer satisfaction to the restaurant can be measured by several factors that is satisfactory experience, fulfillment of consumer expectation to service and product, and intention to recommend restaurant to people closest.
Brand loyalty is an assessment or measure of buyer to the product or brand market. From that size, the buyer can assess the brand and give an idea whether the buyer will remain loyal to the brand or will switch to another brand resulting from a change in the brand that is not appropriate buyer expectations. CITATION Dur01 l 1033 (Durianto, 2001) Meanwhile, according to Mowen and MinorCITATION Joh02
l 1033 (2002) Brand loyalty is where the customer has looked positive to a certain brand and committed to continue to buy products from the brand in the future. From these explanations can be concluded that brand loyalty can be influenced by customer satisfaction with the brand.
According to AakerCITATION Dav09
l 1033 (2009) there are several levels of loyalty for brand loyalty. Each level shows assets that can be used and also the higher levels indicate the different challenges that are encountered for the brand in the market, the levels are as follows:
At this level is the most basic level because buyers still often move from one brand to another indicating that they still have a small interest in a particular brand. At this level, buyers have a very small role in the market or purchasing decisions.
In this level, buyers are already at a satisfactory level of certain brands due to their habits so far. At this level there is no strong reason for them to choose this brand, or if they move to another brand will cost a lot in business and cost that makes them undo to move the brand.
Buyers who are satisfied with the cost of switching (Satisfied buyer)
buyers fall into the category of satisfaction when they consume the brand, however they may move their purchases to other brands with bear the switching costs associated with time, money or performance risks inherent in their actions to switch brands.
Likes the Brand
Buyers at this level usually they already really like the brand. Usually buyers have liked the brand emotionally and is based on symbol-related associations. Although this love is very influential on the brand but it’s also very difficult to be identified and studied carefully to be categorized.
In this last stage, buyers usually have become fixed customers of certain bands. They are very loyal and proud when owning or using the brand that usually can describe who they really are. At this level usually, customers not only use but also will recommend the brand to their closest people or others.
In this research, several literature reviews of some previous studies have similarities or relevance to this research. Several previous studies relevant to this study are summarized in table.
Author & year
Results / Conclusion
Impact of Customer Satisfaction and brand image on brand loyalty
The study is going to analyze the impact of customer satisfaction and brand image on loyalty.
Questionnaire survey were used. From 200 surveys,181 was the relatable and able to used
The results have shown that the customer industrialists and other consumers by using convenience sampling. The impact of customer satisfaction was greater as it comes from better quality and providing superior values. Moreover customer satisfaction also was greater as it comes from better quality and providing superior values
CITATION ISK17 l 1033 (ISKANDAR, 2017)Influence Quality of food, quality of service, and price to customer satisfaction and its impact on consumer buying interest in sushi-tei restaurant in Jakarta quality of food, quality of service, and price at Sushi Tei in Jakarta as well as to analyze customer satisfaction and consumer buying interest that has been visited in Sushi Tei Jakarta area. the spread of the questionnaire is either given directly to consumers who are visiting or online through the dissemination of google docs form Quality of food, quality of service shows the highest result that influence customer satisfaction and its impact on consumer buying interest, and in the lowest result is sushi price that can affect customer satisfaction and its impact on consumer buying interest
CITATION ANI17 l 1033 (RAHMASARI, 2017)the influence of customer satisfaction on brand loyalty sushi restaurant tei mall kasablanka city in jakarta1. Identify the consumer characteristics of Sushi Tei Restaurant.
2. Analyzing the level of customer satisfaction with the brand Sushi Tei Restaurant.
3. Analyzing the influence of consumer satisfaction on brand loyalty Sushi Tei Restaurant. The techniques used are interviews with the management and distribution of questionnaires to consumers. Attributes of customer satisfaction that have a positive and significant impact on customer satisfaction and brand loyalty Sushi Restaurant Tei Kota Kasablanka is the product attributes and attributes associated with the purchase. While service-related attributes have a positive but not significant influence on consumer satisfaction and brand loyalty Sushi Tei Restaurant.
Research method is the way or stage to know the goal of research by using a systematic stage. Using a research method can help the researcher to obtain the information sought for a particular purpose. In this study, research method helps researchers to know the impact of customer satisfaction on Sushi Tei brand loyalty and can help to explain or help the company in improving their quality.
Physical quality has a positive influence on customer satisfaction toward brand loyalty
According to research conducted by Sulek and HensleyCITATION Joa04
l 1033 (2004) entitled The Relative Importance of Food, Atmosphere, and Fairness of Wait The Case of a Full-service Restaurant shows that in the restaurant business restaurant quality of food is the strongest and biggest factor that is very influential on customer satisfaction which can make customers want to come back to the restaurant. Another study conducted by Haghighi et al.CITATION Moh12
l 1033 (2012) which discusses the evaluation of factors affecting customer loyalty in the restaurant industry concludes that the quality of food is also the biggest factor that can affect customer satisfaction that can bring customer loyalty to the restaurant. Namkung and JangCITATION You07
l 1033 (2007) in his research entitled “Does Food Quality Really Matter in Restaurant? It’s Impact on Customer Satisfaction and Behavioral Intentions.” states that the quality of food is very influential on customer satisfaction and consumer behavior in some restaurants in United states.
From all these explanations, it is concluded that food quality is one of the strongest factors to customer satisfaction in restaurant business. Based on the above conclusions, then follows the first hypothesis:
H1: Physical quality (Food quality) has positive influence on customer satisfaction toward Sushi Tei brand loyalty
Customer Value Perception of the brand has a positive influence on customer satisfaction toward brand loyalty
According to Holbrook CITATION Bar01 l 1033 (Barnes, 2001) states that experience in interacting with some objects will lead to customer value that is usually relative (Personal and Comparative), but on the other hand customer value can also be seen when consumers consume or use products or services offered by certain brands. Research from the physiological and marketing journal entitled “Customer Perceived Value, Satisfaction, and Loyalty: The Role of Switching Costs” states that customer value is another factor that can lead to customer satisfaction. Customer value is a ratio derived from a customer’s struggle for a brand. When the value generated from the appropriate ratio or that exceeds consumer expectations, it will appear the attitude of satisfaction and loyalty to the brand. Conversely, if the product offered does not match the ratio that consumers expect, it will appear disgruntled. CITATION Zhi04 l 1033 (Yang & Peterson, 2004)
From all these research, it is concluded customer value is the factor that lead to customer satisfaction in restaurant business. Based on the above conclusions, then follows the second hypothesis:
H2: Customer Value Perception of the brand has a positive influence on customer satisfaction toward Sushi Tei brand loyalty
Service quality has positive influence on customer satisfaction toward brand loyalty
Cahyadi and SumarsonoCITATION Cah13
l 1033 (2013) examine the Influence of Products, Location and Service Against Customer Satisfaction And Customer Satisfaction Against Repurchase Purpose (Case Study in Yogya Chicken Branch of Sumamped, Purwokerto) indicate that service quality is strong and main factor which have positive effect to customer satisfaction. According to Faizag et al.CITATION Nad13
l 1033 (2013) stated that the service quality is also a very strong main factor of all factors that can affect customer satisfaction on his research on restaurant O-Mamamia Steak and Ice Cream Jati Semarang Branch.
Another factor that lead to customer satisfaction in restaurant business is service quality. Based on the above conclusions, then follows the third hypothesis:
H3: Staff behavior (Services) to the customer has a positive influence on customer satisfaction toward Sushi Tei brand loyalty
The environment of the restaurant influences on customer satisfaction toward brand loyalty
According to MarthaCITATION Eng15
l 1033 (2015) in his research entitled “The Influence of Price Perception, Service Quality, and Salon Atmosphere to Customer Loyalty in Flaurent Salon Yogyakarta “stated that the atmosphere of the store is a strong factor that can bring customer satisfaction. Store atmosphere is very influential on customer satisfaction in the opinion of PutriCITATION Lil14
l 1033 (2014) because to attract the attention of consumers who visit the store and linger in the store, making customers can decide to buy goods, to provide shopping satisfaction that can make brand loyalty increase to the brand.
The environment of the restaurant leads to customer satisfaction. Based on the above conclusions, then follows the fourth hypothesis:
H4: The environment of the restaurant has a positive influence on customer satisfaction toward Sushi Tei brand loyalty
Price Influence on Customer Satisfaction
The result of research conducted by SetiawanCITATION Set13
l 1033 (2013) on the analysis of “the influence of service quality, food quality and price to customer satisfaction Kedai Sabindo Gayungsari Surabaya” shows that the price is very dominant influence of customer satisfaction buy or visit Kedai Sabindo Gayungsari Surabaya. According Muhtarom and HasiholanCITATION Muh15
l 1033 (2015), Price is a very big influence on customer satisfaction in his research entitled “Analysis of Service Quality, Price, And Location Against Consumer Satisfaction at Restaurant Semarang”.
The last factors that lead to customer satisfaction in restaurant business is Price. Based on the above conclusions, then follows the fifth hypothesis:
H5: Price fairness and price image of the product/food has a positive influence on customer satisfaction toward Sushi Tei brand loyalty
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