EFFECT OF PERCEPTION OF PRICE, PERCEPTION OF PRODUCT QUALITY, AND CUSTOMER RELATIONSHIP MANAGEMENT, TOWARDS KFC CUSTOMER SATISFACTION IN SURABAYA

Panjaitan, Feliks Anggia Binsar Kristian (2018) EFFECT OF PERCEPTION OF PRICE, PERCEPTION OF PRODUCT QUALITY, AND CUSTOMER RELATIONSHIP MANAGEMENT, TOWARDS KFC CUSTOMER SATISFACTION IN SURABAYA. In: EFFECT OF PERCEPTION OF PRICE, PERCEPTION OF PRODUCT QUALITY, AND CUSTOMER RELATIONSHIP MANAGEMENT, TOWARDS KFC CUSTOMER SATISFACTION IN SURABAYA.

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Abstract

Culinary business growth in Indonesia has been increasingly in recent years, some have tried their fortune again in building a culinary business as before but with different concepts, and some continue to innovate in the type of food, how to serve food, using technology to be closer to consumers, so that it is not eroded and always survive amid fierce competition. The purpose of this research is to find out whether perception of price, perception of product quality, customer relationship management can increase customer satisfaction. The population in this study is KFC Restaurant Managers in Surabaya, Indonesia, 17 respondents. The type of data used are primary data with questionnaires. The analytical tool used is the path analysis. Results from this study are: the perception of price affect toward customer satisfaction, customer relationship management affect toward customer satisfaction, and surprisingly perceptive of product quality doesn’t affect toward customer satisfaction

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