THE RELATIONSHIP AMONG U-CONSTRUCTS, TRUST AND SATISFACTION: EVIDENCE FROM MOBILE BANKING USERS

當高齡化社會，加上資源重分配，中產階級因失去競爭力，M型化社會來臨(中央網路報，2007)。隨著國人逐漸重視投資理財，銀行業務也轉型朝向財富管理業務。銀行若藉此提高顧客服務價值，以有效建立其顧客之關係，則銀行不但可獲得較高企業品牌形象，長期將創造更多獲利。 黃逸甫(2004)發現品牌形象對顧客滿意有正向影響。陳冠仰(2009)較高的服務價值認知，則會產生較高的顧客滿意度。陳柏憲(2010)指出，顧客關係正向影響顧客滿意度。華人關係網絡的情感性關係與工具性關係對信任有顯著正向之影響。 本研究對象為目前仍參與投資之銀行財富理顧客為顧客，並採用立意抽樣、滾雪球抽樣二種方式，同步進行紙本及網路問卷施測，共回收有效問卷235份，有效回收率為100%。因事前與銀行財富管理顧客及代為轉發之理財顧問，做過相當詳細的電訪接觸與溝通，故回收率相當高。本研究使用統計軟體SPSS 19.0進行資料分析，驗證各項假設。 研究假設： 一、企業品牌形象對銀行財富管理顧客之顧客滿意度認知上會有顯著影響。 1.企業品牌形象對銀行財富管理顧客在顧客滿意度認知上會有顯著影響。 2.服務價值對銀行財富管理顧客在顧客滿意度認知上會有顯著影響。 二、不同企業品牌形象對銀行財富管理顧客之顧客滿意度認知上會有顯著差異。 三、關係在品牌形象與服務價值對銀行顧客滿意度的影響會有顯著調節作用。 四、顧客滿意度對銀行財富管理顧客在口碑行銷認知上會有顯著影響。 五、不同的人口統計變項之銀行財富管理顧客在企業品牌形象、服務價值、顧客滿意度、口碑行銷與關係認知上會有顯著差異。 研究結果發現：獲得上述研究假設1-4均成立，假設5部分成立之結果。銀行品牌形象知名度的高低及顧客感受到的服務價值程度對顧客滿意程度皆有顯著的影響，銀行財富管理顧客和銀行理財顧問的關係程度也會影響顧客滿意的程度，其顧客滿意程度越高，口碑行銷效果越佳；反之，則越不佳。關係程度越高，則富管理顧客對銀行服務價值的感受程度越低，所以財富管理顧客在關係調節後，重視企業品牌形象反而銀行服務價值更多。 根據上述結果，本研究認為，銀行業在提供理財投資服務時，要必須加強投資理財產品的獨特性、提高理財產品的附加價值，提高顧客滿意度。銀行業應隨時關心理財顧問與財富管理顧之關係，良好的關係會提高財富管理顧客的滿意度，有利銀行各種業務的推展。

This research is aimed to examine the effect of Service Quality, Price Excellence, and Marketers Behavioral Behavior, to Customer Satisfaction, and its impact on Customer Loyalty. The problem of research is how to improve Customer Loyalty, by improving Customer Satisfaction, through Service Quality, Price Excellence, and Behavior Ethics of Marketers?The sample in this research is the customer of PT. DES Teknologi Informasi of 150 respondents. Data analysis is done by Structural Equation Modeling (SEM) using AMOS software. The results of the analysis show that Service Quality, Price Excellence, Marketers Behavior Ethics, have a positive and significant influence on Service User Satisfaction, in order to increase Service User Loyalty.The results of these empirical studies have an indication that Service Quality has a positive influence on Customer Satisfaction; Price advantage has a positive effect on Customer Satisfaction; Behavior Ethics Marketers have a positive influence on Customer Satisfaction; User Service Satisfaction has a positive effect on Customer Loyalty.

Introduction: The success of business models in India, such as e-tailing, transportation or online food ordering apps, despite any trend in GDP growth, needs to be evaluated in the context of technology adoption. This paper reviews the business model where small and medium restaurants align with delivery partners and payment gateways for successful coexistence. Objectives: The study aims to explore the dimensions of customer satisfaction of end users and job potential of individual delivery partners by probing whether customer satisfaction and job potential influence success of the online eatery business model and identifying whether success of online eatery business model impacts the benefits derived by participant eateries or restaurants. Theoretical Framework: The research is grounded in Customer Value and Satisfaction (CVS), which underpins the need of new business models that consider customer-supply strategies and continuous improvements as cornerstones of managerial effectiveness. The framework integrates theoretical perspectives that can help build typologies for business model innovation, explaining customer bliss, delivery partner benefits, and advantages for small eateries through partnerships for goals. Methods: A systematic literature review followed by a survey among 120 each of regular users of online food apps, delivery boys and restaurant partners from Kerala was conducted. Structural equation modelling was applied to identify the impact of end customer (diner) satisfaction and delivery partner (biker) benefit on the benefits to the eateries (restaurants). Results and Discussion: Findings reveal that the web support offered by online food apps through interfaces of apps and background support from restaurants had been influential on customer satisfaction. The results validate that customer satisfaction and job potential significantly predicts the success of business model and such success in partnerships for goals directly impacts the benefits derived by eateries. Research Implications: The theoretical and practical implications of this research are highlighted in the need for development of innovative technology and web interfaces that are more user-friendly. Policies should comprehensively integrate the service providers, logistics mechanism and end users. The results of the study if properly applied in eatery and online food delivery models can definitely influence practices in the field of e-businesses and online food delivery. Originality/Value: This study uniquely addresses the effective integration of supplier, logistic partner and final user for enriched customer satisfaction. The study contributes to the literature by highlighting the application of innovative partnership for goals in improved customer satisfaction.

PurposeThe purpose of this paper is to examine the dimensions of service quality (SERVQUAL) from the perspective of the customers and its relationships with perceived overall SERVQUAL in retail banking and also investigate the relationships between perceived overall SERVQUAL and customer trust, customer satisfaction, and bank reputation.Design/methodology/approachA survey questionnaire was constructed, and data were collected from 375 regular customers of local banks. The convenience sampling method was employed to collect data from existing customers of local banks operating in the Klang Valley area of Malaysia. Structural equation modelling was applied to analyse the data.FindingsThe results of the study indicate four key dimensions of SERVQUAL – tangibles, empathy, reliability and security, and internet banking – all of which are significantly and positively related to customers’ perceived overall SERVQUAL. Internet banking facilities are another significant determinant of the perceived overall SERVQUAL. The results are indicative of the strong and positive effect upon customer satisfaction, their trust in the bank, and, finally, a bank’s reputation.Research limitations/implicationsThis study has presented and tested empirical study of perceived overall SERVQUAL model in the banking industry, particularly in the Malaysian context. This research identified the dimensions of SERVQUAL (i.e. tangibles, empathy, reliability and security, and internet banking) that influence the overall perceived SERVQUAL, and how these overall perceptions will eventually influence customer trust, customer satisfaction, and bank reputation is valid and reliable in retail banking industry. This study, however, only focussed on the banking industry. Given the diversity of the service industry, these findings may have to be tested for the applicability to different service industries in future studies.Practical implicationsThis research is useful to bank managers as it helps them improve SERVQUAL to protect and expand their respective market share in a highly competitive industry. Banks could utilise the results of this study to improve their service tangibility, empathy, reliability, and security, which will affect both customer trust and satisfaction, and enhance a bank’s reputation.Social implicationsThe findings of specific dimensions of SERVQUAL will contribute to customer perception of banks’ image and reputation, and strengthen trust and satisfaction. Moreover, assisting customers towards the understanding of how they should received high quality of services with regard to quality should be perceived as emphatic, reliable, secured and tangibility of service.Originality/valueThe findings of this study highlight the specific dimensionalities of SERVQUAL in influencing the perceived overall SERVQUAL. This study will increase the understanding on the impact of perceived overall SERVQUAL on consumer trust, customer satisfaction, and a bank’s reputation. Specifically, it reports an empirical study of a model of perceived overall SERVQUAL that simultaneously considers the direct effects of perceived overall SERVQUAL on customer trust, customer satisfaction and bank reputation.

There is widespread belief that firms should pursue superiority in both customer satisfaction and productivity. However, there is reason to believe these two goals are not always compatible. If a firm improves productivity by “downsizing,” it may achieve an increase in productivity in the short-term, but future profitability may be threatened if customer satisfaction is highly dependent on the efforts of personnel. If so, there are potential tradeoffs between customer satisfaction and productivity for industries as diverse as airlines, banking, education, hotels, and restaurants. Managers in these types of service industries, as well as goods industries in which the service component is increasing, need to understand whether or not this is the case. For example, if efforts to improve productivity can actually harm customer satisfaction—and vice-versa—the downsizing of U.S. and European companies should be viewed with concern. It follows that developing a better understanding of how customer satisfaction and productivity relate to one another is of substantial and growing importance, especially in light of expected continued growth in services throughout the world economy. The objective of this paper is to investigate whether there are conditions under which there are tradeoffs between customer satisfaction and productivity. A review of the literature reveals two conflicting viewpoints. One school of thought argues that customer satisfaction and productivity are compatible, as improvements in customer satisfaction can decrease the time andeffort devoted to handling returns, rework, warranties, and complaint management, while at the same time lowering the cost of making future transactions. The second argues that increasing customer satisfaction should increase costs, as doing so often requires efforts to improve product attributes or overall product design. A conceptual framework useful in resolving these contradictory viewpoints is developed. The framework serves, in turn, as a basis for developing a theoretical model relating customer satisfaction and productivity. The model predicts that customer satisfaction and productivity are less likely to be compatible when: 1) customer satisfaction is relatively more dependent on customization—the degree to which the firm's offering is customized to meet heterogeneous customers' needs—as opposed to standardization—the degree to which the firm's offering is reliable, standardized, and free from deficiencies; and 2) when it is difficult (costly) to provide high levels of both customization and standardization simultaneously. To move forward from the model's propositions to the development of testable hypotheses, we argue that services are more likely than goods to have the preceding characteristics. Hence, tradeoffs between customer satisfaction and productivity should be more prevalent for services than for goods. Although this classification is not precise—many services are standardizable and many goods have a service component—it has the advantage of allowing an initial test of the propositions. The empirical work employs a database matching customer-based measures of firm performance with traditional measures of business performance, such as productivity and Return on Investment (ROI). The central feature of this database is the set of customer satisfaction indices provided by the Swedish Customer Satisfaction Barometer (SCSB). The SCSB provides a uniform set of comparable customer-based firm performance measures and offers a unique opportunity to test the study's hypotheses. The findings indicate that the association between changes in customer satisfaction and changes in productivity is positive for goods, but negative for services. In addition, while both customer satisfaction and productivity are positively associated with ROI for goods and services, the interaction between the two is positive for goods but significantly less so for services. Taken together, the findings suggest support for the contention that tradeoffs are more likely for services. Hence, simultaneous attempts to increase both customer satisfaction and productivity are likely to be more challenging in such industries. Of course, this does not imply that such firms should not seek improvements in both productivity and customer satisfaction. For example, appropriate applications of information technology may improve both customer satisfaction and productivity simultaneously. The findings should provide motivation for future research concerning the nature of customer satisfaction and productivity, as well as appropriate strategy and tactics for each one. It is worth emphasizing that this is an issue that is not only important today, but certainly will become even more important in the future. As the growth of services continues and world markets become increasingly competitive, the importance of customer satisfaction will also increase. To compete in such a world, firms must strike the right balance between their efforts to compete efficiently and their efforts to compete effectively.

This research is motivated by the importance of customer satisfaction measurement using trust variable and managerial capability through company image. The research method used is explanatory survey and primary data. The sampling technique used questionnaire with likert scale to 150 respondents in Hotel Familie 2 Metro. Testing instrument requirements used include test validity and reliability test. Testing instrument analysis include lilifores normality test, homogeneity, linearity and regression significance. The tool used to test is the Structural Equation Model (SEM) and use the Linear Structural Relationship (LISREL) program which is a statistical program package for the structural equation model. Based on the findings of the research, it is known that trust does not affect the company image, managerial ability has a positive effect on the company's image, trust does not affect customer satisfaction, managerial ability has a positive direct effect to customer satisfaction, and corporate image has a positive effect on customer satisfaction. Keywords : trust, managerial ability, corporate image, customer satisfaction.

Marketing activities are actions taken by companies with the aim of communicating and offering goods or services to consumers. The company's success in achieving its targets is largely determined by an effective marketing strategy. this study aims to analyze and examine the impact of service quality, location, and consumer satisfaction on consumer loyalty at Akbar Futsal Situbondo. This study used a simple random sampling technique in taking the sample. The collected data were analyzed and the hypotheses were tested through the Structural Equation Model - Partial Least Square (PLS-SEM) approach.
 Based on the results of testing the hypothesis using the Smart PLS 3.0 application, it was found that there is a positive and significant influence between service quality and location on customer satisfaction. In addition, service quality and location also have a positive and significant effect on consumer loyalty. Apart from the direct effect, there is also an indirect effect between service quality and location on consumer loyalty through consumer satisfaction. The indirect effect of service quality on customer loyalty through customer satisfaction has a positive and significant effect, while the indirect effect of Location on consumer loyalty through customer satisfaction also has a positive effect, but it is not statistically significant.

This research aims to analyse competitive advantage as an intervening variable on Go-Pay customer satisfaction in Tebet, South Jakarta. This study uses differentiation and innovation strategies as independent variables, customer satisfaction as the dependent variable, and competitive advantage as an intervening variable. The number of samples in this study amounted to 150 respondents who were determined using the non-probability sampling method, simple random sampling. This research uses quantitative causal research, Go-Pay users as a sample. The data analysis method used in this study is the SEM (Structural Equation Modelling) model with the Analysis of Moment Structure (AMOS) program. The results showed that differentiation and innovation have a positive and significant effect on competitive advantage. Differentiation has a positive but not significant effect on customer satisfaction. Then, innovation has a positive and insignificant effect on customer satisfaction, and competitive advantage has a positive effect and significant on customer satisfaction. Competitive advantage as an intervening variable has a positive and significant effect on customer satisfaction. Competitive advantage as an intervening variable has a positive and significant effect on innovation and customer satisfaction.

Online shopping or E-Commerce is a transaction process carried out through media or intermediaries, namely in the form of online buying and selling sites or social networks that provide goods or services that are traded. Now online shopping has become a habit for some people, because of the convenience it provides. The purpose of this study was to determine the relationship between shopping experience, ease of transaction, and consumer confidence in buying interest online. In this study, the sample used was 100 samples. Samples were taken randomly or often referred to as (Probability Sampling). The analysis technique used was the SmartPLS 4.0 application, and the method used was the Structural Equation Model - Partial Least Square (SEM-PLS). Based on the results of data analysis, several conclusions can be drawn, namely the shopping experience on consumer trust is not significant but has a positive effect, so H1 is rejected. The effect of ease of transaction on consumer trust has a positive effect. Then H2 is accepted. The influence of consumer confidence on purchase intention is not significant and has a negative effect. Then H3 is rejected . The effect of shopping experience on purchase intention is not significant but has a positive effect on consumer confidence. Then H4 is rejected . The influence of ease of transaction on purchase intention is significant and has a positive effect. Then H5 is accepted. The effect of ease of transaction on consumer trust has a positive effect. Then H2 is accepted. The influence of consumer confidence on purchase intention is not significant and has a negative effect. Then H3 is rejected . The effect of shopping experience on purchase intention is not significant but has a positive effect on consumer confidence. Then H4 is rejected . The influence of ease of transaction on purchase intention is significant and has a positive effect. Then H5 is accepted. The effect of ease of transaction on consumer trust has a positive effect. Then H2 is accepted. The influence of consumer confidence on purchase intention is not significant and has a negative effect. Then H3 is rejected . The effect of shopping experience on purchase intention is not significant but has a positive effect on consumer confidence. Then H4 is rejected . The influence of ease of transaction on purchase intention is significant and has a positive effect. Then H5 is accepted. The influence of ease of transaction on purchase intention is significant and has a positive effect. Then H5 is accepted. The influence of ease of transaction on purchase intention is significant and has a positive effect. Then H5 is accepted.

<p><em>The main objective of this study is to examine the effect of customer purchase style, satisfaction, and purchase intention toward plant-based burgers. Second, to find out the effect of customer satisfaction and purchase intention among Non-Vegetarian in the city of Jakarta, Indonesia. This study uses a mixed approach (qualitative and quantitative. The data was gathered from 20 interviewed participants and 205 respondents of non-vegetarian customers of plant-based burgers in Jakarta. The qualitative data analysis was carried out using NVIVO 12 Pro, while the quantitative data analysis was carried out using Structural Equation Model – partial Least Square (SEM-PLS) using SmartPLS3. The Results of qualitative analysis find that the informants were perceived positively or impressed with plant-based burgers in terms of achievement, value and idea. The result of quantitative analysis shows that customer purchase style (hedonic and utilitarian) has a positive and significant effect among non-vegetarian customers in Jakarta. Customer purchase style (hedonic and utilitarian) has a positive and significant effect on purchase intention among non-vegetarian customers in Jakarta. Customer purchase style (hedonic and utilitarian) has a positive and significant effect on customer satisfaction among non-vegetarian customers in Jakarta. Customer satisfaction has a positive and significant effect among non-vegetarian customers in Jakarta. Customer satisfaction has a positive and significant effect on purchase intention among non-vegetarian customers in Jakarta. Though it was not hypothesized, Customer satisfaction mediates the effect of customer purchase style among non-vegetarian customers in Jakarta. Finally, customer satisfaction mediates the effect of customer purchase style on purchase intention among non- vegetarian customers in Jakarta</em></p>

The research entitled �The Influence of Relationship Marketing and Relationship Quality Towards Customer Loyalty with Customer Satisfaction as The Intervening Variable on Mulleg Perfume Product in Purwokerto� aims to determine the impact of relationship marketing and relationship quality towards customer satisfaction and customer loyalty and to determine whether customer satisfaction could become the intervening variable. The hypothesis of this research is the relationship marketing has negative effect towards customer satisfaction, the relationship marketing has positive effect towards customer loyalty, the relationship quality has positively effect towards customer satisfaction, the relationship quality has positively effect towards the customer loyalty, and the customer loyalty could be able to mediate the influence of relationship marketing and relationship quality toward customer loyalty.� The analysis method that used on this research is the structural equation modeling.The results show that the relationship marketing has positive and significant effect towards customer satisfaction. It will increase the customer satisfaction of Mulleg Aromatic perfume product in Purwokerto. The relationship quality has positive and significant effect towards customer satisfaction, so it will increase the customer satisfaction of Mulleg Aromatic perfume product in Purwokerto. The relationship marketing has positive and significant effect towards customer loyalt. It will increase the customer loyalty of Mulleg Aromatic perfume product in Purwokerto. The relationship quality has positive and significant effect towards the customer loyalty. The Customer Satisfaction has positive and significant effect towards customer loyalty. The customer satisfaction could mediate the influence of relationship marketing towards the customer loyalty on Mulleg Aromatic perfume product in Purwokerto. The customer satisfaction could mediate the influence of relationship quality towards the customer loyalty of Mulleg Aromatic perfume product in Purwokerto.�Keywords : Relationship Marketing , Relationship Quality , Customer Satisfaction and Customer Loyalty�

This study aims to determine the effect of service quality, taste and price perceptions on customer loyalty through consumer satisfaction as a mediating variable. The population in this study were 100 populations of Mas Be geprek chicken customers. The sample in this study were 62 respondents with the purposive sampling technique used. The method used is the Quantitative Descriptive research method with data collection techniques in this study using a questionnaire in the form of a Google Form and distributed online via WhatsApp social media. The data analysis technique in this study is to use the SmartPLS SEM analysis method, with the media in data processing using the SmartPLS 3 program. The results of this study explain that Service Quality has no significant positive effect on Customer Satisfaction; Taste has a positive and significant effect on Customer Satisfaction; Price has a positive and significant effect on Customer Satisfaction; Service Quality has no significant positive effect on Customer Loyalty; Taste has a positive and significant effect on Customer Loyalty; Price has no significant positive effect on Customer Loyalty; And Customer Satisfaction as a mediation of Service Quality, Taste and Price has a positive effect on Customer Loyalty. Service Quality has no significant positive effect on Customer Loyalty; Taste has a positive and significant effect on Customer Loyalty; Price has no significant positive effect on Customer Loyalty; And Customer Satisfaction as a mediation of Service Quality, Taste and Price has a positive effect on Customer Loyalty. Service Quality has no significant positive effect on Customer Loyalty; Taste has a positive and significant effect on Customer Loyalty; Price has no significant positive effect on Customer Loyalty; And Customer Satisfaction as a mediation of Service Quality, Taste and Price has a positive effect on Customer Loyalty.

Brand equity, price, product quality, customer satisfaction, and the importance of customer loyalty in marketing which is the target and expectation of every company. Marketers expect to be able to retain their customers in the long term, even if possible forever. Therefore, this study wants to examine the factors that affect customer satisfaction and customer loyalty. These factors are brand equity, price, product quality, customer satisfaction, and customer loyalty. The required data were obtained through interviews using a questionnaire to 120 respondents. The data obtained were analyzed using Structural Equation Modeling (SEM) and SPSS 21 techniques. The results of hypothesis testing prove that brand equity has a positive effect on customer satisfaction, Price is a negative effect on customer satisfaction, Product quality has a positive effect on customer satisfaction, Customer satisfaction has a positive effect on customer loyalty, Brand Equity has a positive effect on customer loyalty, Price is a negative effect on customer loyalty, Product quality has a positive effect on customer loyalty, brand equity has a positive effect on customer loyalty through customer satisfaction, the price is a negative effect on customer loyalty through customer satisfaction, product quality has a positive effect on customer loyalty through customer satisfaction. Based on the results of testing the hypothesis, several managerial implications can be drawn, namely, that loyalty can be increased by increasing customer satisfaction, brand equity, price, and product quality. This is done by providing competitive prices according to the quality of the product. If the quality of the product is increased, the price will not affect the customer if it is increased, so automatically satisfaction will be formed, by itself a strong customer loyalty is formed. So it can be said that price does not affect in determining the level of customer satisfaction and customer loyalty because other very strong variables shape satisfaction and loyalty. High prices do not guarantee customers will be satisfied as well if the price of the product is cheap as long as the price is still reasonable for substitution category goods.

Purpose: This study investigates the impact of Service Quality on Customer Satisfaction and Loyalty in the e-commerce sector, emphasizing the mediating role of Customer Satisfaction. The research hypothesizes that improvements in Service Quality positively affect both Customer Satisfaction and Loyalty and that Customer Satisfaction mediates the relationship between Service Quality and Customer Loyalty. Research Design and Methodology: A quantitative research design was employed using Structural Equation Modeling (SEM) to examine the relationships among Service Quality, Customer Satisfaction, and Customer Loyalty. The sample consisted of 120 customers from CV Cipta Buana Irian, a printing company in the e-commerce sector, selected through accidental sampling. Data were collected via questionnaires and analyzed to test the proposed hypotheses, ensuring validity and reliability through statistical tests. Findings and Discussion: The results demonstrate that Service Quality significantly influences Customer Satisfaction and Loyalty. Moreover, Customer Satisfaction mediates the effect of Service Quality on Customer Loyalty, indicating that high Service Quality enhances Customer Satisfaction, which boosts Customer Loyalty. These findings align with previous research, highlighting the importance of Service Quality and Customer Satisfaction in fostering Customer Loyalty in e-commerce settings. Implications: The findings suggest practical and theoretical implications for e-commerce businesses focused on improving customer satisfaction and loyalty. Future research should explore diverse sectors and methodologies, such as longitudinal studies, to understand these dynamics better and consider the role of digital engagement strategies in e-commerce.

Amusement parks are also considered to be a promising industry in Indonesia due to the growing economy and middle class population that has grown in recent years. Competition in the rides industry is increasing in line with the popularity of this destination. Industry players are competing to create value or privilege among the many rides to play in Indonesia. One of the things that is important to note is how players in the playground industry can focus on consumers so that the playground business can be sustainable.This study aims to determine physical attributes, interactions with customers, interactions with employees, customer satisfaction and interest in returning to visit. The data source used in this research is primary data, The technique chosen to support research activities related to sampling in this research is the Nonprobability Sampling technique with accidental sampling. This research make use of Structural Equation Modeling (SEM) as a statistical instrument in an effort to test various hypotheses that have been determinedwith the help of SEM. The results showed thatPhysical attributes have a positive effect on customer satisfaction; Physical attributes have a positive effect on interest in returning to visit; Interaction with customers has a positive effect on customer satisfaction; Interaction with customers has a positive effect on interest in returning to visit; Interaction with employees has a positive effect on customer satisfaction; Interaction with customers has a positive effect on interest in returning to visit; customer satisfaction has a positive effect on interest in returning to visit Keywords: Physical Attributes; Interaction with Customers; Interaction with Employees; Customer satisfaction; Returning Interest; Playground; SEM