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According to Bhattacharya and Sen (2003), prestigious product can satisfy customer’s self-esteem and maintain their self-enhancement. Thus, prestigious product may actually enhance the customer’s perceived value. On the other hand, prestigious brand are expected to show that the product or service have greater quality and sometime high price may even let a product or service become even more desirable. (Rao and Kent, 1989)
连通性--Connectivity
Connectivity refers to the internet connection that available in the café. The connectivity is measured by the speed of the Wi-Fi, the signal strength of the Wi-Fi and the availability of the electricity outlets. Wi-Fi has become a basic facility that is offered in most of the café in Malaysia. At the same time, Wi-Fi is a value added facility for café to offer extra benefit for their customers such as convenience because for students, they can serve internet there whereas white collar workers can continue their works while dining at café.
On the other hand, free accessibility of Wi-Fi has become the consideration of the customers to choose a café. The reason is because free Wi-Fi enables customers to enjoy their catting with their friends in Messager, Facebook or even Skype. For business man, they can complete their business transaction in the café while enjoying their food there. In addition, the signal strength may affect the customer satisfaction towards the café. If the signal strength is stronger than the expectation of the customers, they will be more likely to satisfy the service offered by the café. By the way, the satisfaction may lead to the positive word of mouth that may also directly lead to positive brand image. In addition, the perceived value will be enhance due to the satisfy service offered.
Meanwhile, the café has to prepare enough electricity sockets in order to fulfill the growing customers’ need. Availability of the sockets is important as it provides convenience to the customers and at the same time adds value into the service provided by the café. Besides, speed of the Wi-Fi is important and critical as the Wi-Fi speed determine the total satisfaction of the internet users. Café should provide at least reasonable speed for normal web browsing.
Lastly, the ease to connect to Wi-Fi is important factors that determined customer satisfaction. Meanwhile, the instable connection to the Wi-Fi may let down the customers’ mood and affect the emotion of customers. The total satisfaction that customer got from café may indirectly and directly affect the brand loyalty of customers towards the café.
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