APPLICATION OF ACSI MODEL IN BRANDED COFFEE INDUSTRY TO PREDICT CUSTOMER LOYALTY

Abstract

Purpose- The purpose of this study is to apply the American Customer Satisfaction Index (ACSI) Framework toward the branded coffee industry and find out the influences between ACSI dimensions which are customer expectation, perceived quality, perceived quality, customer satisfaction, customer complaint, and customer loyalty in order to predict the customer loyalty in Indonesian branded coffee industry. Design/Method/Approach- The online questionnaire spread randomly and 384 feedback in total were received. The questionnaire distributed randomly to citizen of Jakarta who have already visited the branded coffee shop. Validity and reliability analysis were tested using SPSS v.24. Structural Equation Modeling (SEM) was conducted using SPSS v.24 and AMOS v.24 to test the hypothesis given from this study. Findings- From the Structural Equation Modeling (SEM) analysis can be found that all the factor have the influence to the other factor inside ACSI framework and leading toward customer satisfaction and loyalty. But in the finding, perceived quality do not have a significant impact toward perceived value and customer satisfaction, and customer satisfaction also do not have a significant impact toward customer complaint. Originality/Value- The ACSI method or framework has been used by many other researchers that in case of customer satisfaction and loyalty. Furthermore, the research that using ACSI method or framework mostly conducted around United States of America. Therefore, this study used the same approach and used in Indonesia which have different culture from America.