Volume 33, Issue 2 (IJIEPR 2022)                   IJIEPR 2022, 33(2): 1-12 | Back to browse issues page

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Dwidienawati D, Audreylia Kusuma D, Kartini H, Johanna Wijaya J. Do Corporate Social Responsibility, Service Quality and Customer Satisfaction Influence Brand Loyalty?. IJIEPR 2022; 33 (2) :1-12
URL: http://ijiepr.iust.ac.ir/article-1-1479-en.html
Do Corporate Social Responsibility, Service Quality and Customer Satisfaction Influence Brand Loyalty?
Diena Dwidienawati 1, Deborah Audreylia Kusuma2 , Herlin Kartini2 , Jesslyn Johanna Wijaya2
1- Management Program, BINUS Business School, Bina Nusantara University, Jakarta, 11530, Indonesia , diena.tjiptadi@gmail.com
2- Management Program, BINUS Business School, Bina Nusantara University, Jakarta, 11530, Indonesia
Abstract:   (2585 Views)
The Coronavirus (Covid-19) has become a threat to the world. The government has implemented various policies to prevent its spread, such as self-isolation, social distancing, etc. The regulation turned out to pose a big threat to many companies, especially in the retail sector. To survive in a pandemic, the company needs to ensure brand loyalty as an important factor in maintaining company stability. This study aims to determine the effect of Corporate Social Responsibility, Service Quality, Customer Satisfaction on Brand Loyalty, and the effect of Service Quality on Customer Satisfaction in coffee shop brands from the US. The method used is descriptive quantitative with 100 respondents from Greater Jakarta. The findings show that Corporate Social Responsibility and Service Quality do not directly influence Brand Loyalty, while Customer Satisfaction has a positive and significant relationship with Brand Loyalty. Meanwhile, Service Quality affects Customer Satisfaction positively and significantly.
Keywords: CSR, Service Quality, Customer Satisfaction, Brand Loyalty
Full-Text [PDF 686 kb]   (3775 Downloads)    
Type of Study: Research | Subject: Operations Research
Received: 2022/04/18 | Accepted: 2022/05/9 | Published: 2022/06/30
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