CONSUMER
SATISFACTION AND BRAND LOYALTY
Abstract
This
research
is intended to measure the effect of consumer satisfaction on brand
loyalty.
Research instrument is a questionnaire. Consumer satisfaction is
measured using
product attributes, service-related attributes, and attributes
associated with
the purchase. Brand loyalty is measured through behavioral habits,
switching
cost, satisfaction, liking to the brand and commitment. The analysis was
done
using the concept of correlation and regression. The results revealed
that
consumer satisfaction significantly affect brand loyalty.
Key Words: satisfaction,
brand
loyalty, consumer behavior
INTRODUCTION
Modern
society is characterized by
high working activity
and the
opportunity to be able
to work for anyone who
has the competence without discrimination. These
activities
have an impact on the ba-nyaknya career
working women or spend
time outdoors, so that
difficulties in performing
activities as a housewife
including the supply of
food for the family.
Family group with enough
economy tend to choose foods
outside the restaurant,
besides taste delicious
too much once
offered a large menu and a nice atmosphere.
In line with the increase in
customers, the restaurateur
also have risen sharply.
Even a common phenomenon
since the crisis hit
Indonesia is mushrooming
restaurants,
either permanent or
in a tent. Increased
consumer may not even
comparable to the increase in
the number
and types of restaurants.
These conditions require the
restaurateur to think about
strategies to get and retain customers (Dekimpe et al, 1997; Chan et al,
2001).
Keep customers in touch with customer satisfaction. Kotler (2000)
mentions
satisfaction is feeling happy or disappointed someone who comes from the
comparison between the impression of the performance (results) of a
product
with expectations. The dissatisfaction is a kind of step comparison
between the
results of the evaluation experience, can produce something that is
comfortable
spiritually, not just convenient because imagined or are supposed to.
Satisfied
or dissatisfied rupakan not his emotions but rather something the
evaluation of
emotions.
Research on consumers' satisfaction become a central topic in the world
of
market research and developing rapidly. The concept of thinking that
will lead
to greater customer satisfaction profit is that satisfied customers
would be
willing to pay more for the "product" is received and will be more
tolerant of price increases. This course will improve its margins and
customer
loyalty to the company. Satisfied consumers will buy the "product"
being sold by another company, as well as a "marketer" Effective Word
of mouth through the air-a positive tone (Ganesh et al, 2000).
This can help increase your sales and credibility of the company, but
keep in
mind that in fact increase market share is not for her as evidenced by
increased customer satisfaction, and even in many cases or cases that is
precisely kebali it, the greater the market share a corporation instead
consumers satisfaction decreases. Increased market share, at least to a
certain
extent, it can achieve economies of scale (usually companies achieve the
most
optimal titk). As a result, the company can provide "relatively
cheap" on consumers who became one of the factors of satisfaction: but
on
the other hand, the increased number of consumers or the expansion
segments can
lead to tu-runnya justified, service quality rikan. This concept is
crucial for
companies engaged in the services sector.
Customer satisfaction can also generate customer loyalty. Loya-litas
consumers
can generally be defined as loyalty to a person on a product, either
goods or
services. Consumer loyalty is a manifestation and continuation of
customer
satisfaction in using the facilities and services provided by the
company, as
well as to remain a customer of the company too call. Loyalty is
evidence that
consumers always be consumers, who have the power and the company's
positive
attitude.
Consumer loyalty to a particular brand of product or service depends on
several
factors, namely the size of the desire to move to a brand of goods or
services
of another, to the same time the quality, or the quality of service of
this
type of substitute goods or services, the risk of changes in costs due
to
substitute goods or services, and air change that level of satisfaction
derived
from the brand new compared to the previous experience of the brand ever
used.
Consumers in meeting the needs and desires, will buy the product with
the
brand. If the selected brand that consumers can satisfy their needs and
desires, then the consumer will have a memory that in the brand. In
these
circumstances the consumer loyalty will begin to emerge and flourish.
And
in a subsequent purchase,
consumers will choose the product with the brand
that has given him satisfaction,
resulting in a repetitive purchase
of the brand.
METHODS
Type of research is
descriptive and conclusive
research, which aims to describe the attributes of customer satisfaction and
loyalty to the brand,
then
dica-ri causal relationship
between consumer
satisfaction with loyalty to the brand.
Variables Research and Development
The research variables are customer satisfaction and brand loyalty. The
attributes of customer satisfaction universally by Dutka (1994) is the
product
attributes, attributes that are associated with the service, and the
attributes
associated with the purchase. Product attributes include price-value
relationships, product quality, product benefits, product
characteristics,
product design, consistency and reliability, and a long-kauan products /
services.
The price-value relationship is a central factor in determining consumer
decision-asan. If the value gleaned beyond what consumers paid on-yar,
it is an
important basis for decision-asan consumers have been created. Product
quality
is the rating of the quality of a product. The benefits of a product
that can
benefit the consumer in using a product produced by a company and then
can be
used as the basis of positioning that differentiates the company from
other
companies.
Product characteristics are certain traits possessed by a product that
is
different from the products offered by competitors. Product design is a
process
to design the style and function of exciting and worthwhile. Reliability
and
consistency of the product is the accuracy and reliability of the
products
produced by the peru-sahaan a period of time and demonstrate delivery of
the
product at a particular performance level. The range of products /
services is
a kind of product / service la-ministry offered by the company.
Attributes related services include assurance or warranty, delivery,
handling
complaints, and problem resolution. Guarantees given by the company for
the
product can be returned if the performance of the product is
unsatisfactory.
Penghan the plains is the speed and accuracy of the process of
delivering
products and services that the company provides to the con-sumennya.
Consumers
of complaint handling should be done with the response by the management
company. Completion trouble is serious and the company's ability to
solve the
problems faced by consumers.
Attributes associated with the purchase include courtesy, concern,
consideration, friendliness of the employee in serving customers;
communication, which is the process of pe-nyampaian information by
employees of
the company to its customers; easy to obtain knowledge about the product
of
peru- sahaan; reputation of the company to influence the views of the
consumers
of the company that will reduce uncertainty and risk in purchasing
decisions,
and the ability of a company to realize a request made by the consumer
in
providing services.
According Tjiptono (1997), a technique for the measurement of customer
satisfaction measurement can be used directly with a question or a
statement
about how much expecting certain attributes of how much perceived.
Respondents assess the correspondence
between what
yangdiharapkan and what is obtained from the service of the company.
Loyalty is
measured against his brand through the wisdom of behavioral despair,
switching
costs, satisfaction, and commitment.
Population, Sample and Questionnaire Development
This study population is the whole restaurant consumers who live in
Depok.
Questionnaires distributed to visitors of one fast food restaurant
located at
Jalan Margonda Kingdom Depok. Random selection of respondents and the
amount is
determined based on the concept of moderation. Questionnaires were
developed
based on the attributes of decision-asan consumer and customer loyalty
in the
form of closed questions. Scale is a measurement performed Likert scale
(measured
in a 5 point scale from 1 = strongly disagree, 2 = disagree, 3 =
neutral, 4 =
agree, 5 = strongly agree.
RESULTS
AND DISCUSSION
Description Customer Satisfaction
The questionnaire distributed to 100
respondents succeeded
in one of the restaurants. Indicators of consumer satisfaction consists
of
price, quality, reliability, security, the speed, willingness, ability,
keso-storage services, delivery, ease, reputa-si, and demand. Brand
loyalty was
measured using behavioral attributes of regular switching cost, likes me
rek,
and commitment. Test models of the effect of customer satisfaction on
brand
loyalty can be seen in Table 1. Significant test of 0000. Significance
value is
much smaller in comparison real level test (α) 0.05 and even 0.01. These
results indicate that the model influence customer satisfaction with
loyalty to
them is acceptable.
The coefficient of determination (R2) a large 52.03%, which means the
ability
of the consumer decision-asan in explaining ape-Gaman of brand loyalty
in the
model by 52.03%. This contribution is quite large. Other factors, in
addition
to customer satisfaction can influence brand loyalty by 47.97%.
Output of multiple regression analysis in order to see the effect of
customer
satisfaction on brand loyalty can be seen in Table 2. Va-independent
riabel are
consumers of satisfaction, which consists of product attributes (X1),
the
attributes associated with the service of (X2), and the attributes
associated
with the purchase (X3). The dependent variable is the loyalty to the
brand (Y).
Tabel 1. Analisis Ragam Sumber
|
Jumlah kuadrat
|
db
|
Kuadrat tengah
|
F
|
Sig.
|
Regression
|
15.824
|
3
|
5.275
|
34.704
|
.000
|
Residual
|
14.588
|
96
|
0.152
|
Total
|
30.411
|
99
|
|
|
|
|
|
|
|
|
Tabel 2. Data Model Regresi
dan Uji
Koefisien Regresi Model
Y
|
Koefisien tdk standar B
|
Std.error
|
Koefisien standar Beta
|
t
|
Sig.
|
(Constant)
|
.733
|
.129
|
5.690
|
.000
|
X1
|
.207
|
.053
|
.302
|
3.902
|
.000
|
X2
|
.263
|
.056
|
.370
|
4.664
|
.000
|
X3
|
.265
|
.048
|
.375
|
5.473
|
.000
|
|
|
|
|
|
|
|
|
|
|
The
coefficient for 0207 product attributes, the attributes associated with
the
service of 0263, and the attributes associated with the purchase of
0265.
Regression model the effect of customer satisfaction on brand loyalty
shown
Equation (1).
Attributes associated with the service affects brand loyalty is
significantly
and positively. Each of the Rev a 1 unit attributes are associated with
the
service, can increase brand loyalty for 0263. Management thus per-lu
watch
service reliability, ja-dominant service delivery, speed of service,
willingness to answer questions and complaints, the ability to serve
well,
courtesy of employees, and the pe-nyampaian infromasi order,
convenience, and
reputation.
Y = .733 + .207 X1 + .263 X2 + .265 X3 (1)
Attributes associated with purchasing influence brand loyalty is also
positive
and significant. Any increase atriut associated with the purchase of the
91
units, will increase brand loyalty for 0265. These results are
consistent with
previous theory (Reichheld and Sasser, 1990; Reichheld, 1993; Sheth and
Parvatiyar, 1995; Bearden and Teel, 1983; LaBarbera and Mazursky, 1983;
Kasper,
1988; Bloemer and Lemmink, 1992, Cronin and Taylor, 1992 ; Fornell,
1992;
Oliva, et al, 1992; Anderson and Sullivan, 1993; Bloemer and Kasper,
1993,
1995; Boulding, et al, 1993; Oliver, 1999).
Constant values for 0733, meaning that
every unit
increase in other factors (other than customer satisfaction) will
increase
their loyalty towards for 0733. The increase in other factors, such as
business
performance (Reichheld and Sasser, 1990; Reichheld, 1993; Sheth and
Parvatiyar,
1995), switching costs (Bearden and Teel, 1983; LaBarbera and Mazursky,
1983;
Kasper, 1988; Bloemer and Lemmink, 1992; Cronin and Taylor, 1992;
Fornell,
1992; Oliva, Oliver, MacMillan, 1992, Anderson and Sullivan, 1993;
Bloemer and
Kasper, 1993, 1995; Boulding, Kalra, Staelin, Zeithaml, 1993; Oliver,
1999).
Regression coefficient for 0207 product attributes, meaning loyal unit
increase
in use within the management bias do on these attributes, brand loyalty
will
increase by 0207. These results are consistent with previous studies
showing
the effect of quality on brand loyalty (Reichheld and Sasser, 1990;
Reichheld,
1993; Sheth and Parvatiyar, 1995; Bearden and Teel, 1983; LaBarbera and
Mazursky, 1983; Kasper, 1988; Bloemer and Lemmink , 1992; Cronin and
Taylor,
1992; Fornell, 1992; Oliva, et al., 1992, Anderson and Sullivan, 1993;
Bloemer
and Kasper, 1993, 1995; Boulding, et al, 1993; Oliver, 1999).
Brand loyalty is formed through a process of learning, which is a
process by
which consumers through his experiences trying to find the most
appropriate
brand for him, in the sense of the product of the brand can give
satisfaction
to the expectations and needs. Consumers are continuously trying
different
brands before finding a brand that really fits. Customer satisfaction
will
remain a very important part in brand loyalty. Brand loyalty is usually
me
ngakibatkan repeat purchases and purchase recommendation. If consumers
are
satisfied with the performance of a brand that will continue to buy the
brand,
using it even tells the other people of the advantages these brand
consumers of
experience in using the brand.
If
consumers are
satisfied with a certain
brand and often buy
the product, it can be said
the level of brand loyalty
is high, otherwise if
consumers
are not too satisfied with a
particular brand and tend
to buy branded products with varying the
level of brand loyalty
against lower. Satisfaction
of consumers needs to
be
maintained and improved in order
to create and maintain brand loyalty. When consumers get satisfaction
from the buyer for
a product then it will create
a
positive attitude toward the
brand so that consumers
will make a purchase.
Loyalty can be achieved
in two stages, the
company must have the ability
to
give satisfaction to the customers
so that customers have
a positive experience,
then re-prioritized the
purchase prior sale. Second,
peru-sahaan must have a way
to maintain relationships
with customers further
by doing a forced
loyalty strategies for customers to make purchases
again (Kotler 2001).
CONCLUSION
The results of this study conclude that:
(1) satisfaction of
consumers of the product described by attributes, the attributes of the
service, and with the purchase attributes berhubugnan to affect brand
loyalty
is strong, (2) customer satisfaction for some attributes still have
variations
high grading, and (3) there is the influence of the significant positive
association
between customer satisfaction with loyalty to the brand.
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-->
Review
Modern
society is characterized by
high working activity
and the
opportunity to be able
to work for anyone who
has the competence without discrimination. These
activities
have an impact on the ba-nyaknya career
working women or spend
time outdoors, so that
difficulties in performing
activities as a housewife
including the supply of
food for the family.
Family group with enough
economy tend to choose foods
outside the restaurant,
besides taste delicious
too much once
offered a large menu and a nice atmosphere.
In line with the increase in
customers, the restaurateur
also have risen sharply.
Even a common phenomenon
since the crisis hit
Indonesia is mushrooming
restaurants,
either permanent or
in a tent. Increased
consumer may not even
comparable to the increase in
the number
and types of restaurants.
Sumber :
http://saptaaliem.blogspot.com/2013/02/jurnal-perilaku-konsumen-internasiol.html
