百氏热辣鸡顾客满意的影响因素及其对消费者忠诚的影响

Q4 Social Sciences

Journal of Social Research and Policy Pub Date : 2023-10-30 DOI:10.55324/josr.v2i11.1561

Batara Surya Kalbu Hidayat

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引用次数: 0

摘要

百氏热鸡所进行的营销组合评价(marketing mix evaluation, 7P)对百氏热鸡制定营销策略起到了非常重要的作用。本研究的问卷调查对象为200名被调查者，这些被调查者被纳入了研究标准，即被调查者是至少访问过公司一次或多次的消费者。根据本研究结果，消费者测评的顾客满意指数(CSI)和顾客忠诚指数(CLI)，消费者满意指数为77.04，顾客忠诚指数为80.31，在60 × 80的满意范围内，表明消费者对企业提供的营销组合维度属性是满意的，消费者是忠诚的消费者。

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Factors Influencing Hundred's Hot Chicken Customer Satisfaction and its Impact on Consumer Loyalty

The marketing mix evaluation (7P) that has been carried out by Hundred's Hot Chicken plays a very important role in efforts to develop its marketing strategy. The questionnaire in this research was carried out on 200 respondents who were included in the research criteria, namely, that respondents were consumers who had visited the company at least once or more. Based on the results of this research, the Customer Satisfaction Index (CSI) and Customer Loyalty Index (CLI) assessed by consumers found a consumer satisfaction index of 77.04 and a customer loyalty index of 80.31, these indexes are in the satisfaction range of 60 x 80, which indicates that consumers are satisfied with the attributes of the marketing mix dimensions provided by the company and also consumers are loyal consumers.

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来源期刊

Journal of Social Research and Policy Social Sciences-Sociology and Political Science

CiteScore

0.30

自引率

0.00%

发文量

审稿时长

8 weeks

期刊介绍： Welfare states have made well-being one of the main focuses of public policies. Social policies entail, however, complicated, and sometimes almost insurmountable, issues of prioritization, measurement, problem evaluation or strategic and technical decision making concerning aim-setting or finding the most adequate means to ends. Given the pressures to effectiveness it is no wonder that the last several decades have witnessed the imposition of research-based social policies as standard as well as the development of policy-oriented research methodologies. Legitimate social policies are, in this context, more and more dependent on the accurate use of diagnostic methods, of sophisticated program evaluation approaches, of benchmarking and so on. Inspired by this acute interest, our journal aims to host primarily articles based on policy research and methodological approaches of policy topics. Our journal is open to sociologically informed contributions from anthropologists, psychologists, statisticians, economists, historians and political scientists. General theoretical papers are also welcomed if do not deviate from the interests stated above. The editors also welcome reviews of books that are relevant to the topics covered in the journal.