Sudiyono, Kristianus Ade and Utomo, Prio and Severesia, Claudia
(2022)
Factors Affecting Customer Loyalty and Satisfaction on B2B Food and Beverage Sector.
Journal of Business and Management Review, 3 (9).
pp. 627-640.
ISSN 2723-1097
Abstract
This study aims to study the effect of customer experience and value on customer loyalty and satisfaction in B2B industry which researchers limitedly discussed. The organization needs to implement customer experience management to create value for customers’ purchase intention and win the market competition. One essential key to maintaining customer loyalty is good customer experience management. The elements of customer experience management consist of customer experience, customer value, and purchase intention. The research is cross-sectional quantitative research. An online survey using Google Form was carried out using the purposive sampling technique in 2021 and obtained 85 valid respondents who are corporate customers of a food and beverages manufacturing company located in Tangerang. Respondents were asked 23 closed-ended on five scales Likert: strongly disagree to strongly agree. Data were analyzed using PLS-SEM (Partial Least Square –Structural Equation Model. The result shows that customer experience significantly affects customer value, loyalty, and satisfaction. Customer value significantly affects customer loyalty but is not significant to customer satisfaction. Therefore, organizations need to focus on building customer experience management and long-term customer value.
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