Antecedents on Customer Satisfaction Tuku Coffee Shop: A Perspective Expectation-Confirmation Theory and Kano's Model


  • Juliana Juliana Universitas Pelita Harapan
  • Birgitta Stella Universitas Pelita Harapan
  • Christabella Viana Austine Universitas Pelita Harapan
  • Elvina Dewi Budiono Universitas Pelita Harapan
  • Klara Klarissa Universitas Pelita Harapan



packaging, sales promotion, service quality, customer satisfaction


The purpose of this study was to test the antecedents of overall customer satisfaction using the expectation confirmation theory and Kano's model. Data analysis methods used PLS-SEM. The sampling technique used purposive sampling. The sample analyzed in this study amounted to 200 respondents. The results show that packaging has a significant effect on customer satisfaction, service quality has an impact on customer satisfaction, meaning that the hypothesis is supported so that coffee shop management should pay more attention to packaging and service to consumers which can offer a more memorable experience for customers to create customer satisfaction. But sales promotion does not Significant effect on customer satisfaction means that the hypothesis is rejected. This study is limited in the sample size, research domain and participant coverage. This study suggests a practical canoe model approach and expectation confirmation theory for related organizations and practitioners to correctly identify customer needs and channel resources in the right direction. Fulfilling customer requirements by providing customer satisfaction and pleasure is essential as a golden rule to maintain business continuity in this competitive world.

Keywords: packaging, sales promotion, service quality, customer satisfaction


Download data is not yet available.


Akram, U., Hui, P., Khan, M.K., Tanveer, Y., Mehmood, K. and Ahmad, W. (2018). How website quality affects online impulse buying", Asia Pacific Journal of Marketing and Logistics, Vol. 30 No. 1, pp. 235-256.

Anderson, R. E. (1973). Consumer Dissatisfaction: The Effect of Disconfirmed Expectancy on Perceived Product Performance." Journal of Marketing Research 10 (February): 38-44.

Aziz, A.A., Rani and Azizan, N. (2014). The impact of customer satisfaction on business growth for Kpj Penang specialist hospital, Malaysia", Journal of Business and Management, Vol. 16 No. 4, pp. 67-71.

Beli, N., Di, P., Sepatu, T., Di, B., & Tulung, J. E. (2018). the Effect of Product Quality, Sales Promotion and Social Influence on Customer Purchase Intention in Bellagio Shoes Store in Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 6(4), 3533–3542.

Berger, C., Blauth, R., Boger, D., Bolster, C., Burchill, G., DuMouchel, W., Pouliot, F., Richter, R., & Rubinoff, A., Shen, D., Timko, M. and Walden, D. (1993). Kano's methods for understanding customer-defined quality", Center for Quality Management Journal, Vol. 2 No. 4, pp. 3-36.

Bhattacherjee, A. (2001). Understanding information systems continuance: an expectation_confirmation model", M.I.S. Quarterly, Vol. 25 No. 3, pp. 351-370.

Brewer, R. R. and C. (2000). The verbal and visual components of package design,? Journal of Product & Brand Management, vol. 9, no. 1, pp. 56-68.

Cardozo, R. N. (1965). An Experimental Study of Customer Effort, Expectation, and Satisfaction." Journal of Marketing Research 2 (August): 244-249.

Cheshin, A., Amit, A. and van Kleef, G. A. (2018). The interpersonal effects of emotion intensity in customer service: perceived appropriateness and authenticity of attendants' emotional displays shape customer trust and satisfaction", Organizational Behavior and Human Decision Processes, Vol. 144, pp. 97.

Darmadi, D. (2013). Pengaruh Promosi Penjualan Terhadap Penjualan (Studi Kasus: PT. Astra Internasional Tbk_TSO Cabang Soetoyo Malang). Jurnal Administrasi Bisnis (JAB) Vol. 2 No. 1 Mei 2013.

Dash, S. K. (2021). Identifying and classifying attributes of packaging for customer satisfaction - A kano model approach. International Journal of Production Management and Engineering, 9(1), 12–27.

Deliya, M.M., &Parmar, B. J. (2012). Role of packaging on consumer buying behaviour Patan District.Global Journal of Management and Business Research, 12(10), 48-67.

Dhanalakshmi, S., & Ganesan, M. (2015). Impact of bath soap' attributes on customer satisfaction-away to enhance of brand loyalty. International Journal of Pharmacy and Technology, 6(3), 7148–7154.

Fornell, C. (1992). A National Customer Satisfaction Barometer: The Swedish Experience." Journal of Marketing 56 (January): 6-21.

G., H.R. and Naduthodi, D. H. (2017). Kano model customer satisfaction analysis of medical services", International Research Journal of Engineering and Technology, Vol. 4 No. 6, pp. 1426-1429.

Ganguli, S. and Roy, S. K. (2010). Service quality dimensions of hybrid services", Managing Service Quality: International Journal, Vol. 20 No. 5, pp. 404-424.

Ghozali & Latan. (2015). Partial Least Square S.E.M. (P.L.S. - S.E.M.). Partial Least Square.

Gitman, L.J. and McDaniel, C. D. (2005). The Future of Business: The Essentials, South-Western, Mason, OH, ISBN 0-324-32028-0.

Gofman, A., Moskowitz, H.R. and Mets, T. (2010). Accelerating structured consumer-driven package design", Journal of Consumer Marketing, Vol. 27 No. 2, pp. 157-68.

Gopi, B., & Samat, N. (2020). The influence of food trucks' service quality on customer satisfaction and its impact toward customer loyalty. British Food Journal, 122(10), 3213–3226.

Gordon, W. and Valentine, V. (1996). Buying the brand at point of choice", paper presented at 39th Annual Conference, Birmingham, pp. 271-84.

Gupta, M., & Shri, C. (2018). Understanding customer requirements of corrugated industry using Kano model. International Journal of Quality and Reliability Management, 35(8), 1653–1670.

Hair, J., Ringlet, C., & Sartedt, M. (2011). P.L.S. -S.E.M.: indeed a silver bullet. Journal of Marketing Theory and Practice, 139-151.

Hair, Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis.

Hair J, Hult GTM, Ringle C, S. M. (2014). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (Los Angeles: SAGE Publications, Incorporated).

Henny, R. & J. (2018). The effect of hospital service quality on patient loyalty and patient satisfaction (Hospital case in Indonesia)", International Journal of Business and Management Invention, Vol. 7 No. 6, pp. 49-55.

Henseler, J., Ringle, C.M. and Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling", Journal of the Academy of Marketing Science, Vol. 43 No. 1, pp. 115-135.

Huang, J. W. (2017). Application of Kano model in requirements analysis of Y company's consulting project", American Journal of Industrial and Business Management, Vol. 7 No. 7, pp. 910-918.

Jamaluddin. (2017). Impact of service quality and customer satisfaction on customer loyalty: a case study in a private hospital in Indonesia", Journal of Business and Management, Vol. 19 No. 5, pp. 23-33.

Joseph F. Hair, Jeffrey J. Risher, M. S. and C. M. R. (2019). When to use and how to report the results of PLS-SEM", European Business Review, Vol. 31 No. 1, pp. 2-24.

Kano, N., Seraku, N., Takahashi, F. and Tsuji, S. (1984). Attractive quality and must-be quality", The Journal of the Japanese Society for Quality Control, Vol. 14 No. 2, pp. 39-48.

Kano, N. (2001). Life cycle and creation of attractive quality", paper presented at the fourth International QMOD Conference on Quality Management and Organisational Development, University of Linko¨ping.

Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pretice Hall.

LaBarbera, P. A. and D. M. (1983). A Longitudinal Assessment of Consumer Satisfaction/Dissatisfaction: The Dynamic Aspect of the Cognitive Process." Journal of Marketing Research 20 (November): 393-404.

Leferman, N. B. (2010). Why your packaging should be researched as much as (or more than) your advertising", Quirk's Marketing Research Review, Vol. 24 No. 1, pp. 40-3.

Lo¨fgren, M., Witell, L. and Gustafsson, A. (2008). Customer satisfaction in the first and second moments of truth", Journal of Product and Brand Management, Vol. 17 No. 7, pp. 463-74.

Matzler, K., Hinterhuber, H.H., Bailom, F. and Sauerwein, E. (1996). How to delight your customers”, Journal of Product and Band Management, Vol. 5 No. 2, pp. 6-18.

Mckay, A., Pennington, A.D.A and Baxter, J. (2001). Requirements management: a representation scheme for product", Computer Aided Design, Vol. 33 No. 7, pp. 511-520.

McQuitty, S., Finn, A., & Wiley, J. B. (2000). Systematically varying consumer satisfaction and its implications for product choice. Academy of Marketing Science Review, 2000(10), 1–16.

Meesala, A. and Paul, J. (2018). Service quality, consumer satisfaction and loyalty in hospitals: thinking for the future", Journal of Retailing and Consumer Services, Vol. 40, pp. 261-269.

Meng, Q., Jiang, X., Guo, X. and He, L. (2015). Integrating fuzzy theory into Kano model for classification of service quality elements: a case study of machinery industry in China", Journal of Industrial Engineering and Management, Vol. 8 No. 5, pp. 1661-1675.

Mohebbi, B. (2014). The art of packaging: An investigation into the Role of color in packaging, marketing, and branding. International Journal of Organisational Leadership 3, 92-102.

Murali, S., Pugazhendhi, S. and Muralidharan, C. (2016). Modelling and investigating the relationship of after sales service quality with customer satisfaction, retention and loyalty – a case study of home appliances business", Journal of Retailing and Consumer Services, Vol. 30, pp. 67-83.

Novitasari, D., Haque, M. G., Supriatna, H., Asbari, M., & Purwanto, A. (2021). Understanding the Links between Charismatic Leadership, Intrinsic Motivation and Tacit Knowledge Sharing among MSME Employees. International Journal of Social and Management Studies, 2(3), 1–13.

Oliver, R. L. (1977). Effect of Expectation and Disconfirmation on Post-Exposure Product Evaluation: An Alternative Interpretation." Journal of Applied Psychology 62 (April): 480-486.

Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions." Journal of Marketing Research 17 (November): 460-469.

P. Silayoi and M. Speece. (2004). Packaging and purchase decisions: A focus group study on the impact of involvement level and time pressure,? British Food Journal, vol. 106, no. 8, pp. 607-628.

Pakurar, M., Haddad, H., Nagy, J., Popp, J. and Olah, J. (2019). The service quality dimensions that affect customer satisfaction in the Jordanian Banking Sector", Sustainability, Vol. 11 No. 1113, pp. 1-24.

Parasuraman, A., Valarie A. Zeithaml, and L. L. B. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research." Journal of Marketing 49 (Fall): 41-50.

Parasuraman, A., Valarie A. Zeithaml, and L. L. B. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality." Journal of Retailing 64 (1): 12-40.

Peattie, S. and Peattie, K. (2003). Sales promotion", in Baker, M.J. (Ed.), The Marketing Book, Butterworth-Heinemann, London, pp. 458-483.

Pinto, O. R., & Demey, N. (2020). A Study on Role of Packaging in Consumer Purchasing Decision. International Journal of Innovative Research in Technology, 7(2), 13–15.

Rong-Da Liang, A., Yang, W., Chen, D.J. and Chung, Y. F. (2017). The effect of sales promotions on consumers' organic food response", British Food Journal, Vol. 119 No. 6, pp. 1247-1262.

Sauerwein, E., Bailom, F., Matzler, K. and Hinterhuber, H. (1996). How to delight your customers", Proceedings of International Working Seminar on Production Economics, pp. 313-327.

Sekaran, Uma & Bougie, R. (2018). Research Method for Business – A Skill Building-Approach, 7th Edition, John Wiley & Sons, Ltd.

Shahin, A., Pourhamidi, M., Antony, J. and Park, S. H. (2013). Typology of Kano models: a critical review of literature and proposition of a revised model", International Journal of Quality and Reliability Management, Vol. 30 No. 3, pp. 341-358.

Shahin, A. (2004). Integration of FMEA and the Kano model: an exploratory examination", International Journal of Quality and Reliability Management, Vol. 21 No. 7, pp. 731-746.

Shukla, P. and Banerjee, M. (2014). The direct and interactive effects of store-level promotions on impulse purchase: moderating impact of category familiarity and normative influences", Journal of Consumer Behaviour, Vol. 13, pp. 242-250.

Spreng, R. A. and A. K. S. (1993). An mpirical Assessment of the SERVQUAL Scale and the Relationship Between Service Quality and Satisfaction." In Enhancing Knowledge Development in Marketing. Eds. David Cravens et al. Chicago: American Marketing Association, 1-6.

Stanujkic, D., Karabasevic, D., & Zavadskas, E. K. (2015). A framework for the selection of a packaging design based on the SWARA method. Engineering Economics, 26(2), 181–187.

Sugiyono. (2014). Metode Penelitian Pendidikan pendekatan Kuantitatif, Kualitatif dan R&D. In Metode Penelitian Ilmiah.

Tse, D. K. & P. C. W. (1988). Models of Consumer Satisfaction Formation: An Extension." Journal of Marketing Research 25 (May): 204-212.

Wells, L.E., Farley, H. and Armstrong, G. A. (2007). The importance of packaging design for own-label food brands", International Journal of Retail & Distribution Management, Vol. 35 No. 9, pp. 677-90.

Westbrook, R. A. and M. D. R. (1983). Value-Percept Disparity: An Alternative to the Disconfirmation of Expectations Theory of Consumer Satisfaction." In Advances in Consumer Research, Vol. 10. Eds. Richard P. Bagozzi and Alice M Tybout. Ann Arbor, MI: Association for Consumer Research, 256-2.

Young, S. (2008a). New and improved indeed: documenting the business value of packaging innovation", Quirk's Marketing Research Review, Vol. 22 No. 1, pp. 46-50.

Young, S. (2008b). Packaging and the environment: a cross-cultural perspective", Design Management Review, Vol. 19 No. 4, pp. 42-8.

Young, S. (2010). Winning at the two moments of truth: insights and implications for packaging research", Quirk's Marketing Research Review, Vol. 24 No. 1, pp. 44-6.

Zultner, R. E. (1999). Defining customer needs for brand new products", Quality Function Deployment Transactions of the 11th Symposium, Novi, Q.F.D. Institute, Prentice Hall, Ann Arbor, MI, pp. 360-370.



How to Cite

Juliana, J., Stella, B. ., Austine, C. V., Budiono, E. D., & Klarissa, K. (2021). Antecedents on Customer Satisfaction Tuku Coffee Shop: A Perspective Expectation-Confirmation Theory and Kano’s Model. INTERNATIONAL JOURNAL OF SOCIAL, POLICY AND LAW, 2(3), 1-11.




Most read articles by the same author(s)