Menguji Kepuasan Pelanggan Restoran Fast Food Lokal: Peran Service Quality, dan Positive E-Wom dengan Moderasi Relational Benefits pada Richeese Factory di Sidoarjo
DOI:
https://doi.org/10.58192/wawasan.v4i2.4182Keywords:
Customers, Positive e-WOM, Relational Benefits, SEM-PLS, Service QualityAbstract
This study aims to examine the influence of restaurant service quality and positive electronic word of mouth on customer satisfaction, and to analyze the role of relational benefits as a moderating variable at the local fast food restaurant Richeese Factory in Sidoarjo. The background of this study is based on the continued discovery of various consumer complaints regarding service quality, late service, and inconsistent customer experiences, which impact the level of customer satisfaction that is not optimal. This study uses a quantitative approach with a data collection method through distributing questionnaires to Richeese Factory consumers in Sidoarjo. The sampling technique used is purposive sampling, with the criteria of respondents who have made more than two purchases. Data analysis was conducted using the SEM-PLS method to test the relationship between variables in the research model. The results of this study indicate that restaurant service quality and positive electronic word of mouth have a positive and significant influence on customer satisfaction. In addition, relational benefits are also proven to influence customer satisfaction and act as a moderating variable in the relationship between service quality and customer satisfaction. These findings indicate that improving service quality, positive customer experiences, and strengthening relational relationships can increase customer satisfaction levels. This research is expected to provide practical contributions for local fast food restaurant managers in improving service quality and developing customer relationship-based marketing strategies to create sustainable customer satisfaction and loyalty.
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