ROLE OF SERVICE INNOVATION, IMAGINATION AND COMMUNICATION IN CUSTOMER SATISFACTION AND CUSTOMER LOYALTY: A STUDY ON ENTREPRENEUR BATIK IN BEKASI

Retno Purwani Setyaningrum, Yunita Ramadhani

Abstract


This article analyzes Bekasi batik customer satisfaction through innovation, imagination and communication of Bekasi batik entrepreneurs. Competition to get batik customers is very competitive and tough today in Indonesia, it has become imperative for batik entrepreneurs to attract customers through innovation, imagination and communication to maintain and meet customer's expectation. Limited research efforts have understood the relationship between service quality, customer innovation and loyalty, but for the incorporation of innovation, imagination and communication are still rarely studied. In addition, despite the rapid development of batik in Indonesia, academic research is still very limited to see the expectations of buyers of batik services Bekasi, whereas batik Bekasi has the potential to further develop again. After presenting the existing literature on this topic, a framework is developed and tested to study innovation, imagination and communication and its impact on customers. The research used quantitative method by distributing questionnaires to 250 batik customers of Bekasi. Findings - Quantitative findings show that around 20 Percent reasons why innovation, imagination and communication impact on Customer Satisfaction and Customer Loyalty batik Bekasi.

Keywords


Innovation, imagination, communication, customer satisfaction and customer loyalty.

Full Text:

PDF

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.