THE ROLE OF POST-PURCHASE CUSTOMER EXPERIENCE AND CORPORATE IMAGE ON REPURCHASE INTENTION IN IKANKU BOWL

Abstract

Background: The culinary business is a promising business and will never die, because food is a basic human need where humans need food every day to survive

Purpose: The aim of this research is to analyze the influence of delivery, benefits, product in hand, customer support, on repurchase intention through customer satisfaction and corporate image.

Design/methodology/approach: This research was conducted quantitatively. The population of this research is Ikanku Bowl customers. The sample of respondents obtained in this research was 87 respondents. Research data was analyzed using the Partial Least Square Method

Findings/Result: The findings confirm that according to direct tests, benefit, product in hand, customer support have an effect on customer satisfaction, while delivery has no effect on customer satisfaction

Conclusion: To increase consumer satisfaction and repurchase interest, Ikanku Bowl can take concrete steps by implementing an integrated customer feedback program

Originality/value (State of the art): This paper examines the influence of delivery, benefits, product in hand, and customer support on repurchase intention, offering a unique perspective within the culinary business context