OVERTAKING CUSTOMER SATISFACTION: EVIDENCE TWO POPULAR DUCK RESTO

Abstract

The Purpose of this study to find which of the two most popular duck resto in the city made consumer satisfy their taste. The objective is to analyze the effect of product quality, price, store atmosphere and location on customer satisfaction in the two most popular ducks resto in Jakarta. The research sample included 200 respondents who had ever come both Kaleyo dan Slamet Duck Resto. Data collected using questionnaires content Likert 5 points scale. The collected data was analyzed by linear regression. The results both duck resto’s customers had the same positive satisfaction about product quality, price, store atmosphere, and location but in different magnitude. Implications that both Kaleyo and Slamet should pay attention their product quality, price promotion, store atmosphere, and parking space. Originality/Value of this research from the empirical evidence, better the two most popular duck resto to add new dishes or menu choices and special appearance.