| Summary: | Shopping is an activity that consumers do to obtain benefits. The aim of this
research is to examine how utilitarian and hedonic benefits achieved from shopping
affect the customer�s satisfaction, loyalty, and word-of-mouth. This research also aims
to see if there is any difference between member and non member customer in benefits,
satisfaction, loyalty, and word-of-mouth.
Data were collected from questionnaire spread to 160 respondents who are
customer of Centro Department Store, both member and non-member. The result shows
that the benefits customers obtained are an important factors to create satisfaction
which will cause them to be loyal and spread positive word-of-mouth. This research
also find that there were significant differences in terms of hedonic benefit, satisfaction,
loyalty, and word-of-mouth between member and non-member customers, where the
member customers experienced more hedonic benefits which lead them to be more
satisfied, loyal, and spread positive word-of-mouth compared to non member
customers.
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