| dc.description.abstract | Recent trends in the restaurant industry are not only focusing on the
quality of food served but also to the dining experience provided by the
consumption process. This experience represents customer experience which has
measurement indicators of sense (as a result of the stimulation on the five senses
in human), feel (affected by the customers’ emotion), think (relating to cognitive
creative thinking process), act (physical and related to life styles) and relate
(relating to the connection and relationship towards social group). The customer
experience can affect experiential value which represents the value perceived by
the customers consisting value that relating to the products’ or services’ features
offered and value relating to the emotional aspect of the products or services
offerred (can include enjoyment, return, relaxation, good feeling and
satisfaction). Experiential value will eventually affect the intention and possibility
of the customer to revisit the restaurant. To investigate the effect of customer
experience on repurchase intention through the mediation of experiential value in
the restaurant industry, a study is being conducted at Pizza Hut in Surabaya.
Data collecting procedures were performed on primary data, by
distributing questionnaires to 134 respondents which represents the customers of
Pizza Hut meeting certain sampling characteristics, and secondary data, by
performing, among others, literature and journal review. Data collected was later
analized using Struktural Equation Modeling (SEM) - AMOS.
Based on the result of the study, it is concluded that sense, feel, think, act
and relate positively affect repurchase intention with the mediation of experiential
value with the biggest effect contributed by feel (37.5%), followed by think
(29.5%), sense (26.1%), relate (25.5%) and act (18.6%). Experiential value
positively affect repurchase intention by 93.2%. | en_US |
