Dampak Customer Escapism dan Customer Efficiency Terhadap Rekomendasi Pelanggan Restoran Kelas Atas
DOI:
https://doi.org/10.53697/emak.v6i3.2523Keywords:
Customer Scapism, Customer Efficiency, Positif Word of MouthAbstract
Tujuan penelitian ini untuk mengetahui besaran pengaruh customer escapism dan customer efficiency sebagai bagian pengalaman yang bernilai terhadap penyebaran Word of Mouth yang positif (PWOM) diantara konsumen restoran kelas atas. Penelitian ini mengunakan pendekatan kuantitatif dengan mengambil populasi penelitian para pengunjung restoran kelas atas yang beroperasi di Indonesia. Sampel penelitian digunakan sebanyak 120 sampel dengan kriteria responden yaitu para pelanggan yang telah berkunjung lebih dari satu kali ke restoran kelas atas. Pengujian dan analisa data penelitian dilakukan menggunakan metode analisa statistik berbasis varian memakai perangkat lunak smart PLS-3.0. Hasil penelitian ini menunjukkan pada pelanggan di restoran kelas atas, customer escapism berupa fasilitas bagi pelarian pelanggan untuk mendapat suasana segar, unik, penuh tema dan pemenuhan waktu layanan efektif sebagai perwujudan customer efficiency berpengaruh terhadap penyebaran Positif Word of Mouth yang beredar diantara individu sehingga dapat digunakan sebagai strategi tambahan bagi pengelola restoran guna mengatasi krisis pelanggan.
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