{"title":"Factors Influencing Hundred's Hot Chicken Customer Satisfaction and its Impact on Consumer Loyalty","authors":"Batara Surya Kalbu Hidayat","doi":"10.55324/josr.v2i11.1561","DOIUrl":null,"url":null,"abstract":"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.","PeriodicalId":38172,"journal":{"name":"Journal of Social Research and Policy","volume":"59 2","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2023-10-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Social Research and Policy","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.55324/josr.v2i11.1561","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"Social Sciences","Score":null,"Total":0}
引用次数: 0
Abstract
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.
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.
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