PENGARUH CUSTOMER EXPERIENCE, CUSTOMER SATISFACTION, WORD OF MOUTH, TERHADAP CUSTOMER LOYALTY KARYAWAN SEBAGAI PELANGGAN (STUDI KASUS KONSUMEN KANTIN PT XYZ)

Abstract

Companies are motivated to enhance customer loyalty in response to an increasingly competitive business environment. This loyalty also extends to employees who use the company's canteen services. Customer loyalty is influenced by several factors, including customer satisfaction, word of mouth (WOM), and customer experience. Therefore, this study aims to analyze the influence of customer experience, customer satisfaction, and word of mouth on customer loyalty at the PT XYZ canteen. This quantitative study employed a total sampling technique involving 123 respondents. Data were collected through questionnaires and analyzed using IBM SPSS Statistics version 26, including validity and reliability tests, classical assumption tests, and multiple linear regression analysis. The findings of this study are expected to provide useful insights for the canteen management in improving customer loyalty by enhancing customer experience, customer satisfaction, and word of mouth.