THE ROLE OF FREE WIRELESS FIDELITY (WI-FI) SERVICE, FOOD QUALITY, AND SERVICESCAPE TOWARD CUSTOMER SATISFACTION

Abstract

ABSTRACT Culinary tourism is still one of the people's choices in Indonesia. Many culinary businesses field requires competitive strategies to get an edge. The purpose of this study was to examine the effect of Free Wireless Fidelity (Wifi) services, Food Quality and ServiceScape toward Customer Satisfaction. This research was conducted in 4 cafes in Madiun with a sample of 125 respondents. We use multiple regression statistical analyses were performed in this study. The research indicates that the Free Wireless Fidelity (Wi-Fi) Service and Servicescape have a positive influence on Customer Satisfaction. While food quality has no effect on customer satisfaction in Madiun Cafe. Consumers prefer the service and atmosphere provided rather than the type of food offered by the café. so that it can be considered by businesses to determine marketing strategies to satisfy consumers.

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