THE ANALISIS OF PRODUCT QUALITY ,PRODUCT CULTURE , SERVICE QUALITY AND CUSTOMER’S SATISFACTION IMPACT ON CUSTOMER LOYALTY

Abstract

CHATIME is one of big and famous milk tea shop in Indonesia. They not only limited to offering only products, but service is one more point which will be owned by every milk tea shop when the milk tea shop provides a good service to every customer that exists. So they must be prepared good staff and skillful leadership of providing the best service to the customers. This research focuses on finding the impact of product quality, product culture, service quality, customer's satisfaction on customer’s loyalty in CHATIME of Indonesia. A questionnaire was designed and survey was conducted to collect the data from 250 customers of CHATIME. The research concluded that product quality, service quality, customer's satisfaction are the important factors that can increase the loyalty of a customer. Research indicates that CHATIME should focus on improving the quality of their services for better and greater customer satisfaction and customer loyalty.