Journal of Entrepreneurship Education (Print ISSN: 1098-8394; Online ISSN: 1528-2651)

Abstract

Increasing Customer Loyalty of Ethnic Restaurant Through Experiential Marketing and Service Quality

Author(s): Sri Astuti Pratminingsih, Eriana Astuty, Kania Widyatami

The purpose of this study is to examine the effect of experiential marketing, service quality on satisfaction and loyalty of ethnic restaurant consumers. A descriptive research will be conducted to meet the research objective. The data will be obtained by distributing the questionnaire to 250 restaurant consumers through self- administered survey. The sample is chosen by accidental sampling method. The data will be analysed using IBM SPSS AMOS ver 20. The study found that experiential marketing and service quality have an effect on the satisfaction and loyalty of ethnic restaurant consumer. This research gives insight to restaurant managers that in the effort to win the competition developing experiential marketing program and offering excellent service quality can give a solution for increasing customer loyalty.