GASTRONOMIC FESTIVAL ATTRIBUTE AND CUSTOMER ENGAGEMENT TO CUSTOMER DELIGHT THROUGH CUSTOMER EXPERIENCE VALUE

Gitasiswhara Gitasiswhara, Ratih Nurriyati, Vanessa Gaffar, Lili Adi Wibowo, Taufik Abdullah

Abstract


The purpose of this study is to determine the impact of gastronomic festival attributes and customer engagement on customer delight as measured by the Customer Value Experience. Two independent variables are used in this analysis: Gastronomic Festival Attributes and Customer Engagement. The dependent variables are Customer Delight and Customer Value Experience. The research design is quantitative, with the objective of eliciting information about the description and use of Culinary Sites in Indonesia during the covid 19 epidemics, in order to create a virtual model of Gastronomic Festival Attributes on Culinary Sites in Indonesia. As a result of the Covid 20 epidemics, this research is limited to food enthusiasts and culinary tourists who visit Culinary Sites in Indonesia. The results indicated that the greatest influence is exerted by the Gastronomic Festival Attribute to Customer Value Experience. Customer Engagement results in Customer Delight, and the Gastronomic Festival Attribute results in Customer Delight as well. The research findings are intended to bolster all previously developed hypotheses, including those regarding Customer Engagement, Gastronomic Festival Attribute, Customer Value Experience, and Customer Delight. The authors anticipate that this research will contribute to the reinforcement and updating of existing theories through their application to food selection and ordering on culinary websites. Although not all variables were able to answer the research questions due to a lack of significant influence, the verification of this study's results is capable of answering all existing hypotheses.

Keywords


Gastronomic Festival Attribute; Customer Engagement; Customer Delight; and Customer Value Experience

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DOI: https://doi.org/10.17509/jpis.v30i2.41253

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