Determinant of Customer-Company Identification (CCID) of Starbucks in Indonesia

Abstract

In recent years, the development of the modern era led to the emergence of wide range of businesses whose goal is to meet the needs of its customers. Business competition is causing companies vying to provide a wide variety of products and the best service that can satisfy its customers. Surabaya is one of the vibrant metropolis and was known as the second largest city in Indonesia after Jakarta. As a busy city, the development of trade and industry moving rapidly, includes cafe. Café business is a business that promotes quality of the products and quality of the services provided by the company to their customers (http://www.ifbec). One of the biggest coffee shop in Surabaya is Starbucks. This study aims to examine the factors that significantly affect customer-company identification (CCID) of Starbucks consumer in Surabaya. The variables that will be tested are service quality, food quality, and perceived value that will affect customer satisfaction. This study uses a quantitative approach using multiple regression through the program SPSS 16. The samples were 200 respondents in Surabaya with non probability sampling technique. The sampling method was purposive sampling