Abstract
The purpose of this study was to analyze the effect of functional quality and corporate image on word of mouth communication mediated by consumer satisfaction on consumers of Senorita Bakeshop. Respondents in this study were consumers of Senorita Bakeshop, totaling 100 respondents. The sampling technique used was purposive sampling. The method in this study uses path analysis. The results of this study indicate that Functional Quality affects consumer satisfaction, corporate image affects consumer satisfaction, Functional Quality affects word of mouth communication, corporate image affects word of mouth communication, consumer satisfaction affects word of mouth communication, there is an effect of functional quality on word of mouth communication through customer satisfaction, there is no influence of corporate image on word of mouth communication through customer satisfaction.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
