Seybold Report ISSN: 1533-9211
Rina Ayu Vildayanti, Noermijati, Siti Aisjah, Ananda Sabil Husein
Vol 17, No 12 ( 2022 ) | Licensing: CC 4.0 | Pg no: 3124-3136 | Published on: 10-12-2022
Abstract
This study aims to develop a new model that in order to increase customer loyalty, it is not enough to be determined by service experience and customer intimacy but also from customer perceived enjoyment and strengthened technology adoption. The novelty of this study is to put the customer perceived enjoyment variable as a mediating variable of the effect of service experience and customer intimacy on customer loyalty. Tests and proofs are carried out empirically: ((1). Do service experience and customer intimacy directly or indirectly affect customer loyalty through customer perceived enjoyment as a mediating variable and technology adoption as a moderating variable? (2). Do service experience and customer intimacy directly affect customer perceived enjoyment? (3). Does customer perceived enjoyment directly affect customer loyalty? The research results are expected to contribute to the service experience, customer intimacy, customer perceived enjoyment and customer loyalty, so that it is helpful for academics and business people in the coffee shop industry or the like. This research is quantitative with an explanatory research approach and a positivist paradigm where the research population is the customers of 5 (five) modern local coffee shops in Jakarta. Sampling used a questionnaire as a research instrument, a non-probability sampling method and a purposive sampling technique. The number of respondents was 240, 202 valid questionnaires using data analysis methods in structural equation modeling with WarpPLS software. The study's results prove: (1) Service experience directly affects customer loyalty and indirectly through customer perceived enjoyment as a mediating variable, but is not strengthened by technology adoption as a moderating variable. (2). Customer intimacy has no effect on customer loyalty, but has an indirect effect through customer perceived enjoyment as a mediating variable, but is not strengthened by technology adoption as a moderating variable. (3). Service experience and customer intimacy directly affect customer perceived enjoyment. (4). Customer perceived enjoyment has a direct effect on customer loyalty.
Keywords:
Service Experience, Customer Intimacy, Customer Perceived Enjoyment, Customer Loyalty, Technology Adoption.