Identifying Factors that Affect Consumer Satisfaction of Parklatz Café in Ponorogo City, East Java, Indonesia: An Application of Exploratory Factor Analysis

Abstract

This study aims to find out how the exploratory factor analysis (EFA) conducted which can be used in further research. Also to find out how the factors need to be grouping and then confirmed to assess the degree to which the data meet the expected structure. The author has conducted a survey of 124 respondents. The respondents were asked to give their responses on a five-point Likert scale through a questionnaire. The data has been analyzed with exploratory factor analysis (EFA) using Varimax rotation, which reduced the data into several factors. The findings of this study indicate that product, service satisfaction, price satisfaction, promotion, and customer hospitality influence customer satisfaction of Parklatz Café in Ponorogo City.

Role of Consumer Psychological Studies in Fast Food Industry

“…So, in this situation, fast food industries have two major issues, who they should be solved at their priority. The first is the fair price that they should be charge for a product that should be low as compare to other products in the market and customers also perceiving that this product have a fair price (Susilo, 2020). In our study, we also prove that, referent and fair price is a very important factor in the fast-food industry.…”

“…So, I conclude that customer anger mediates the relation between referent deservingness and satisfaction of customer. DISCUSSION The fast food industry is growing rapidly in these days especially after 2012 (Susilo, 2020). In this situation, they are facing a number of challenges, because fast food is not the primary food of customers.…”

“…On the other hand, fast food is spreading health diseases in customers just like diabetes, fats, etc (Xiao, Yang, & Iqbal, 2018;Ibitomi, 2018). Customer firstly observes, whether the price of products justify its outcome being desired by them or not (Susilo, 2020). Equity theory suggests that multiple price offering concerning to specification products and service is a key factor to satisfy the customers for further business (Lastner et al, 2019;Kim, 2018).…”

“…For achieve the satisfaction of customers is essential for the fast food industry to charge fair price from customers on every product & service (Riquelme et al, 2019;Trafialek et al, 2019)) means that all prices of product satisfy the customer expectations and being effected from referent price, referent deservingness, price fairness and customers anger being crossed by it (Lastner et al, 2019). The companies should form those pricing policies who being followed by their relevant businesses, because if customers get negative word of mouth through referent customer and they realize that the product's prices is not fair, then they become angry and they avoid to transact anymore ( Riquelme et al, 2019;Tuzovic et al, 2014;Susilo, 2020). The anger is also an important element in order to get satisfaction of customer that arises from social, cultural gap, it's very important for companies to realize the negative factors, because without eliminating these factors fast food industry could not satisfy the customer (Adam & Brett, 2018).…”

Customer Satisfaction Analysis on Sales Engineering Service Using Servqual and Factor Analysis in Packaging Industry

“…The methods of factor analysis and multiple linear regression analysis can be used in multivariate analysis to quantify the level of customer satisfaction in the form of statistical data. Susilo's prior study, which used factor analysis, found that service and product are two of the most important aspects in achieving consumer satisfaction [13]. A comparable study by Hangganingrum et al demonstrates that factor analysis can identify the type of service that will satisfy each consumer [14].…”