Development of a Website-Based Teacher Management Information System to Improve Transparency and Operational Efficiency in Schools
Keywords:
Brand Image, Service Quality, Customer Satisfaction, Customer LoyaltyAbstract
Purpose: This study examines the influence of brand image and service quality on customer satisfaction and loyalty in the context of millennial-concept café businesses in Indonesia.
Subjects and Methods: Using a quantitative research approach and data collected from 180 respondents, this research employed Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze the relationships among the variables.
Results: The results show that both brand image and service quality have a significant positive impact on customer satisfaction, while brand image also directly influences customer loyalty. However, service quality does not directly affect loyalty; instead, its influence is mediated through customer satisfaction. The findings emphasize the central role of customer satisfaction as a key driver of loyalty and highlight the importance of creating strong brand identities and delivering consistent service experiences to enhance loyalty in millennial-focused service businesses.
Conclusions: This study contributes to the broader literature on consumer behavior and service marketing by validating established theories in the under-researched context of millennial cafés in emerging markets, while offering practical insights for business practitioners aiming to strengthen customer retention and brand advocacy.
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