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Library's collection Library's IT development CancelThe food and beverages industry has been growing from time to time, and
now it has a great contribution in Indonesia's manufacturing sector. The growth of
the industry is also followed by the strong competition. As the number of
competitors keep on going bigger, businesses need to find a better strategy to
make customers become loyal to their brand.
On the other hand the 7Ps of Service Marketing explains how businesses
could improve further by understanding more about its elements. Therefore the
purpose of this research is to know the impact of 7Ps of Service Marketing
towards the customer loyalty. In order to analyze the relationship between 7Ps of
Service Marketing and customer loyalty, this research will use Chatime as the case
study.
In collecting the data, simple random sampling technique was used and
resulting in a total of 106 samples. This primary data was then analyzed using the
multiple linear regression analysis. The result confirms that 7Ps of Service
Marketing simultaneously have significant impact towards customer loyalty of
Chatime, while the ones that individually has significant impact are product and
place.