ROLE OF DEMANDING CUSTOMER: THE INFLUENCE OF UTILITARIAN AND HEDONIC VALUES ON LOYALTY CUSTOMER
Keywords:
Utilitarian Value, Hedonic Value, Customer Satisfaction, Loyalty, Demanding CustomerAbstract
This study aims to examine and analyze the influence of Utilitarian Value, Hedonic Value on Customer Satisfaction and Loyalty with Demanding Customers Moderation among customers of Modern Café in Surabaya. This study was conducted at the modern coffee bar (coffee shop) customers in Surabaya. In accordance with the data obtained from the Department of Tourism Surabaya, there are 14 modern coffee shop with 41 stands scattered in Surabaya. Sample used in this study is modern coffee bar customers (coffee shop) in Surabaya that is 600 persons, sampling techniques is using non -probability sampling, that is with accidental sampling that encountered by the researcher while visiting modern coffee shop and the determination of respondents numbers in each shop coffee is determined by using percentage based on the number of coffee shops in Surabaya. Techniques of analysis in this study is using Structural Equation Modeling (SEM) with AMOS 19 program.
The conclusion of this study result are : t utilitarian value does not have significant influence on customer satisfaction at the modern coffee shop. Hedonic value has significant influence on customer satisfaction in a modern coffee shop. Demanding customer does not moderate the influence of utilitarian value on customer's satisfaction at the modern coffee shop. Demanding customers moderates the influence of hedonic value on customer satisfaction in a modern coffee shop. Satisfaction significantly influence customer loyalty of modern coffee shop. Utilitarian value has no significant influence on customer loyalty in modern coffee shop. Hedonic value has significant influence on customer loyalty in modern coffee shop.
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