The Influence of Customer Experience and E-Wom on Cafe Customer Satisfaction and Revisit Intentions

Cucu Perdana Putra; Barkah; Erna Listiana

doi:10.59890/ijfbm.v3i2.9

Authors

Cucu Perdana Putra Tanjungpura University
Barkah Tanjungpura University
Erna Listiana Tanjungpura University

DOI:

https://doi.org/10.59890/ijfbm.v3i2.9

Keywords:

Customer Experience, E-WOM, Customer Satisfaction, Revisit Intention, Cafe Industry

Abstract

This study examines the influence of Customer Experience (CE) and Electronic Word of Mouth (E-WOM) on Customer Satisfaction (CS) and Revisit Intention (RI) among cafe customers in Pontianak City. Using a quantitative approach, data was collected from 140 respondents through a structured questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that both CE and E-WOM significantly impact CS and RI, with E-WOM having a stronger direct effect on revisit intention. Additionally, CS acts as a mediator, reinforcing that positive experiences and online recommendations lead to repeat visits only when customers feel genuinely satisfied. These findings emphasize the importance of creating memorable customer experiences and leveraging digital word-of-mouth marketing. The study suggests that cafes should focus on enhancing service quality, encouraging positive online reviews, and implementing personalized customer engagement strategies. Future research could explore additional moderating variables, conduct longitudinal studies, and compare results across different industries to gain a deeper understanding of customer loyalty dynamics.

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