Chick N Long Surabaya: The Impact of Customer Experience on Customer Satisfaction

Abstract

Experience marketing entails creating a marketing plan that promotes the customer's unique experiences as well as the product itself. Then, Chick N Long focused on enhancing customer satisfaction through factors such as timeliness of service, brand awareness, and the availability of production tools and raw materials before expanding into the franchise system. The purpose of this study is to determine whether experience marketing affects Chick N Long's customer satisfaction. The researchers used 50 clients as samples, and the research instrument was a questionnaire. Purposive random sampling is a sampling technique. Multiple regression is employed to test hypotheses. The findings of this study suggest that customer experience (X), namely sense (X1), Feel (X2), Think (X3), Act (X4), and Relate (X5) has a simultaneous influence on customer satisfaction (Y), but has no significant impact on customer satisfaction (Y).