The Experiential Marketing in Increasing Customer Loyalty Through Customer Satisfaction at Seafood Restaurants

Benazir Alamudi

Abstract


The development of the culinary industry, especially in the city of Tarakan, North Kalimantan Province, shows significant growth. With the increasing number of culinary places, competition is getting tighter, encouraging business people to look for uniqueness, distinctiveness, and effective marketing strategies to maintain their business. One of the key factors in the success of a culinary business is customer loyalty, which is influenced by consumer experience, service quality, and customer satisfaction. This study aims to investigate the effect of experiential marketing and service quality on customer satisfaction, and its impact on customer loyalty at seafood restaurants in the city of Tarakan, North Kalimantan. The research method used is a descriptive conclusive design using quantitative data obtained through a survey with a questionnaire. The research sample was consumers of seafood restaurants in the city of Tarakan with a total of 100-200 respondents. The results of data analysis using Partial Least Square Structural Equation Modeling (PLS-SEM) showed that experiential marketing and service quality have a significant positive effect on customer satisfaction. In addition, service quality also has a significant positive effect on customer loyalty, as well as experiential marketing. Customer satisfaction is also proven to have a significant positive effect on customer loyalty. In conclusion, good management of experiential marketing, service quality, and customer satisfaction can be key factors in building and maintaining customer loyalty in seafood restaurants. The theoretical and practical implications of this study highlight the importance of considering these aspects in marketing strategies and customer management in the food and beverage industry. In addition, policy recommendations are also proposed to support the development of the food and beverage industry with a focus on improving service quality and consumer protection.

Keywords: Customer; Restaurant; Satisfaction.


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References


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