The Effect of Customer Experience on Customer Loyalty Mediated by Customer Satisfaction at Niskala Coffee Cafe Bangkinang

Rudi Kurniawan; Vidyarini Dwita

doi:10.55927/eajmr.v5i5.120

Authors

Rudi Kurniawan Universitas Negeri Padang
Vidyarini Dwita Universitas Negeri Padang

DOI:

https://doi.org/10.55927/eajmr.v5i5.120

Keywords:

Customer Experience, Customer Satisfaction, Customer Loyalty

Abstract

At Cafe Niskala Coffee Bangkinang, we hope to find out how consumer happiness mediates the relationship between customer experience and customer loyalty. By sending out surveys to customers and analysing the results with SEM-PLS, we can take a quantitative approach. According to the study's findings, client pleasure increases loyalty. Although sensory and behavioural experiences do not significantly impact loyalty through satisfaction, only emotional, cognitive, and relational experiences do so indirectly. According to these results, consumer happiness is a critical component of a positive customer experience and a key component of customer loyalty. The implication is that business actors need to focus their strategies on creating experiences that strengthen emotional, cognitive, and relational aspects to increase customer satisfaction and loyalty.

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