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Keunggulan Bersaing Industri Waralaba Makanan Cepat Saji Multinasional
Journal from JBPTPPOLBAN / 2018-01-09 09:17:18
Oleh : Dwi Suhartanto; Akhmad Yunani (dwi.suhartanto@polban.ac.id)
Dibuat : 2018-01-09, dengan 1 file
Keyword : Kepuasan pelanggan, keunggulan bersaing, waralaba, fast food
This article tries to explore the influence of competitive advantage of international fast-food provider, developed based on marketing mix, toward customer loyalty. Using 300 data collected by a questionnaire form customers of international fast food providers in Bandung, the analysis shows that among seven marketing mix, product, price, manpower, process, physical facilities are the factor developed the business competitive advantage. In other words, those factors perceived by customer as between, although it is not far, compare to its competitor. Moreover, the data analysis shows that process and physical facilities factors are the only variable that have not influence on attitudinal loyalty. While on the behavioral loyalty only human resources and process are significantly influencing.
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