IDENFICATION OF THE FACTORS IN BUILDING CUSTOMER LOYALTY AT RESTORANS TULANG JAMBAL BANDUNG
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Date
2014-03-15
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11th International Annual Symposium on Management, Departement of Management Faculty of Business and Economics Universitas Surabaya
Abstract
Culinary business is a major attraction in the city of Bandung . Many local and foreign tourists who flock to the city of Bandung . Culinary business is a business that emphasizes the taste and service , so that it can be expected to determine the success of the business . The purpose of this study to determine what are the factors that can build customer loyalty in the restaurant “Tulang Jambal” and which is the most dominant factor in the loyalty may develop. This study used a sample with accidental sampling techniques and statistical analysis using Analysis Factor. The results showed that the factors that can build customer loyalty is the service, price, promotion, product. The fourth factor is based on customer feedback indicates both categories. While further analysis by Analysis Factor, of these four factors resulted in six factors: service, brand, size, price, packaging and presentation. These six key factors that form can be explained that representation becomes the most dominant determinant in building customer loyalty at restaurants “Tulang Jambal”. This is because the presentation in a restaurant “Tulang Jambal” fish bone fragments were still inserted Jambal salted fish meat. Based on research , it may be advisable to offer the dishes are more diverse with new menus are not inferior to the existing unique and high flavor .
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Keywords
culinarybusiness, presentation, customer loyalty