UBAYAUBAYA

Journal of Entrepreneurship & BusinessJournal of Entrepreneurship & Business

The purpose of this study is to examine the impact of loyalty programs and product quality on customer satisfaction and loyalty in small and medium-sized enterprises (SMEs). This study investigates the effect of loyalty program and product quality on customer satisfaction and loyalty in small and medium-sized enterprises. This research aims to contribute to small and medium-sized businesses by offering loyalty programs tailored to their business capabilities, thereby increasing customer satisfaction and loyalty.

This study demonstrates that loyalty programs can enhance customer satisfaction, while product quality directly influences customer loyalty.However, customer satisfaction does not mediate the relationship between loyalty programs and customer loyalty, or between product quality and customer loyalty.Therefore, businesses should prioritize high product quality to foster lasting customer loyalty.

Penelitian lebih lanjut perlu dilakukan untuk mengeksplorasi faktor-faktor lain yang dapat memediasi hubungan antara program loyalitas, kualitas produk, kepuasan pelanggan, dan loyalitas pelanggan, seperti kepercayaan merek atau pengalaman pelanggan secara keseluruhan. Selain itu, studi komparatif dapat dilakukan untuk membandingkan efektivitas program loyalitas yang berbeda dalam berbagai industri atau konteks budaya, guna mengidentifikasi praktik terbaik yang dapat diadaptasi oleh UKM. Terakhir, penelitian kualitatif dapat digunakan untuk menggali lebih dalam persepsi dan motivasi pelanggan dalam berpartisipasi dalam program loyalitas, serta dampaknya terhadap perilaku pembelian dan advokasi merek, sehingga memberikan wawasan yang lebih komprehensif bagi pengembang strategi loyalitas.

  1. Customer Satisfaction: Service Quality or Product Quality (Case Study at Fast Food Restaurant in Jabodetabek)... doi.org/10.21512/bbr.v12i2.6672Customer Satisfaction Service Quality or Product Quality Case Study at Fast Food Restaurant in Jabodetabek doi 10 21512 bbr v12i2 6672
  2. Analysis of Effects of Product Quality, Promotion and Received Value Towards Customer Loyalty through... al-kindipublisher.com/index.php/jbms/article/view/1847Analysis of Effects of Product Quality Promotion and Received Value Towards Customer Loyalty through al kindipublisher index php jbms article view 1847
  3. IS THE LOYALTY PROGRAM EFFECTIVE IN CREATING LOYALTY PROGRAM SATISFACTION AND STORE LOYALTY? AN EVIDENCE... jurnaljam.ub.ac.id/index.php/jam/article/view/2006IS THE LOYALTY PROGRAM EFFECTIVE IN CREATING LOYALTY PROGRAM SATISFACTION AND STORE LOYALTY AN EVIDENCE jurnaljam ub ac index php jam article view 2006
  4. Ihtifaz: Journal of Islamic Economics, Finance, and Banking. pengaruh program loyalitas kesetiaan konsumen... journal2.uad.ac.id/index.php/ijiefb/article/view/287Ihtifaz Journal of Islamic Economics Finance and Banking pengaruh program loyalitas kesetiaan konsumen journal2 uad ac index php ijiefb article view 287
  5. Structural Analysis of the Equation Model on Store Atmosphere towards Hedonic Value and Consumer Impulsive... doi.org/10.30812/varian.v4i1.851Structural Analysis of the Equation Model on Store Atmosphere towards Hedonic Value and Consumer Impulsive doi 10 30812 varian v4i1 851
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