The Effect of Product Diversification, Taste, and Service Quality on Customer Satisfaction

Agus Yulianto, Sugeng Santoso () and Drajat Jatnika
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Agus Yulianto: Mercu Buana University
Sugeng Santoso: Mercu Buana University
Drajat Jatnika: Mercu Buana University

A chapter in Proceedings of the 19th International Symposium on Management (INSYMA 2022), 2023, pp 1103-1111 from Springer

Abstract: Abstract Customer satisfaction is a form of outcome of an effort to survive and develop. Membara Resto is a business engaged in the culinary field by serving Korean-style BBQ grill products, various types of coffee, and menus. This study aims to examine the effect of product diversification, taste, and service quality on customer satisfaction. The research approach was carried out quantitatively with multiple regression analysis tools from data processing both from managers and customers. The study’s results reveal that product diversification, taste fulfillment, and service quality improvement have a positive and significant impact on customer satisfaction.

Keywords: Product diversification; taste; service; multiple regression; customer satisfaction (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-008-4_136

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DOI: 10.2991/978-94-6463-008-4_136

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