Wesilaturrohimieh, Wesilaturrohimieh and Vania, Amelindha ORCID: https://orcid.org/0000-0001-5742-4304
(2024)
The limited impact of store atmosphere on customer loyalty: Insights from
customer satisfaction mediation.
Jurnal Computech & Bisnis.
pp. 217-226.
ISSN 2442-4943
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Abstract
This study seeks to assess the impact of store atmosphere on customer loyalty, with customer happiness as
a mediating variable. This study employs quantitative methodologies with a descriptive approach to gather
questionnaire data via Google Forms. The research site encompasses five districts in Malang City:
Kedungkandang, Klojen, Sukun, Blimbing, and Lowokwaru. The sample was determined via purposive
sampling, with 110 respondents. The findings indicated that store atmosphere does not influence customer
loyalty, while it does impact customer loyalty; additionally, customer satisfaction affects customer loyalty,
and customer satisfaction mediates the relationship between store atmosphere and customer loyalty at
AADK Coffee & Eatery, Tlogomas Branch, Malang City.
This research has substantial significance for practitioners and scholars in marketing and customer
relationship management. This study elucidates the impact of store atmosphere on customer loyalty, with
customer satisfaction acting as a mediating variable, offering significant insights for enterprises, especially
within the food and beverage industry. The results suggest that although store atmosphere may not directly
affect consumer loyalty, it can positively increase customer satisfaction, improving loyalty. This indicates
that enterprises should prioritize establishing an engaging and enjoyable retail environment to enhance
consumer happiness, cultivating increased loyalty. This study enhances the existing literature by
elucidating the intricate relationship between environmental characteristics and consumer views,
prompting further investigation into additional mediating variables and contexts. The quantitative
methodology and data gathered from several districts in Malang City augment the generalizability of the
findings, providing a basis for subsequent research in analogous urban environments.
Item Type: | Journal Article |
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Keywords: | store atmosphere; customer satisfaction; customer loyalty |
Subjects: | 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150506 Marketing Theory 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing |
Divisions: | Faculty of Economics > Department of Management |
Depositing User: | Amelindha Vania |
Date Deposited: | 22 Jan 2025 14:17 |
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