The Influence Of Servicescape, Brand Image And Customer Relationship Management On Customer Satisfaction And Customer Loyalty At Fast Food In Medan City

Abstract

In this study, we tested the effects of servicescape, brand image and customer relationship management on customer satisfaction and customer loyalty at fast food in Medan City. The population in this study was customers of Pizza Hut, Burger King, Starbucks and MaxxCofee in Medan. The samples in this study were 140 respondents. Data Analysis Techniques used are Descriptive Analysis Method and Path Analysis. The analytical tool used is the least amount of partikel square-structural equation model (PLS-SEM). Findings – The results show that the Customer Relationship Management has positive and insignificant  on Customer Satisfaction, Customer Relationship Management has positive and significant on Customer Loyalty, Brand Image has positive and significant on Customer Satisfaction, Brand Image positive and significant on Customer Loyalty, Customer Satisfaction positive and significant on Customer Loyalty, servicescape positive and significant on Customer Satisfaction, servicescape positive and insignificant  on Customer Loyalty