Companies should conduct regular customer satisfaction surveys

Oct 13, 2025 by wbrum.org 26 views

The Influence of Consumer Dissatisfaction and the Need to Find Variations on the Transfer of Dunkin' Donuts to J.CO Donuts and Coffee Brand in the Faculty of Economics and Business, University of North Sumatra

Introduction

The Faculty of Economics and Business, University of North Sumatra (FEB USU) has witnessed a significant shift in consumer behavior, with students switching from Dunkin' Donuts to J.CO Donuts & Coffee. This phenomenon raises questions about the factors that contribute to this brand transition. This study aims to investigate the influence of consumer dissatisfaction and the need to find variations on the transfer of Dunkin' Donuts to J.CO Donuts and Coffee brand among FEB USU students.

Background

Dunkin' Donuts, a well-established international brand, has been a popular choice among FEB USU students for years. However, in recent times, J.CO Donuts & Coffee has gained significant traction, attracting a large number of students. This study seeks to understand the underlying factors that have led to this brand transition.

Methodology

This study employed an associative method of explanation, involving 96 FEB USU students from the classes of 2011, 2012, and 2013. The primary data were collected through a questionnaire, while secondary data were obtained from literature studies. The data analysis used multiple linear regression with a significance level of 5% (0.05).

Results

The results of this study revealed that consumer dissatisfaction and the need to find variations together had a positive and significant influence on brand transition. Furthermore, consumer dissatisfaction partially also had a positive and significant influence on the transition of the brand. This indicates that dissatisfaction with Dunkin' Donuts' products or services is one of the main factors that led to the switch to J.CO.

The need to find variations also had a positive and significant effect on brand transition. This suggests that FEB USU students tend to look for new experiences and variations in products and services, which may not be available at Dunkin' Donuts.

The results of this study also indicate that consumer dissatisfaction and the need to find variations can explain 37.9% of the transition of the brand. This implies that there are still other factors that affect the transition of the brand, such as the price factor, promotion, and the influence of friends or the environment.

Implications

This study has several important implications for business people, especially in the food and beverage industry.

First, companies need to understand and pay attention to the factors that can cause consumer dissatisfaction. This can be done by conducting regular customer satisfaction surveys, analyzing customer complaints, and improving product and service quality.

Second, companies must be able to provide variations of products and services that are attractive to consumers. This can be done by developing new menus, offering attractive promos, or creating unique experiences for customers.

Third, companies need to pay attention to external factors that can affect the transition of brands, such as market trends and competition. The company must remain adaptive and innovative in order to continue to compete in the market.

Conclusion

By understanding the factors that influence the transition of brands, business people can develop effective strategies to maintain customers and attract new customers. This study provides valuable insights into the factors that contribute to brand transition, highlighting the importance of consumer dissatisfaction and the need to find variations.

Recommendations

Based on the findings of this study, the following recommendations are made:

Companies should conduct regular customer satisfaction surveys to understand the factors that contribute to consumer dissatisfaction.
Companies should develop new menus and offer attractive promos to provide variations of products and services that are attractive to consumers.
Companies should remain adaptive and innovative to continue to compete in the market.

By implementing these recommendations, companies can develop effective strategies to maintain customers and attract new customers, ultimately leading to increased brand loyalty and customer retention.

Limitations

This study has several limitations that should be acknowledged. Firstly, the sample size was limited to 96 FEB USU students, which may not be representative of the larger population. Secondly, the study only focused on the influence of consumer dissatisfaction and the need to find variations on brand transition, and did not explore other factors that may contribute to brand transition.

Future Research Directions

Future research should aim to explore other factors that contribute to brand transition, such as the price factor, promotion, and the influence of friends or the environment. Additionally, research should be conducted to understand the impact of brand transition on customer loyalty and retention.

References

[Insert references cited in the study]

Appendix

[Insert appendix materials, such as questionnaires, data analysis, and additional tables and figures]
Frequently Asked Questions (FAQs) about the Influence of Consumer Dissatisfaction and the Need to Find Variations on the Transfer of Dunkin' Donuts to J.CO Donuts and Coffee Brand in the Faculty of Economics and Business, University of North Sumatra

Q: What is the main objective of this study?

A: The main objective of this study is to investigate the influence of consumer dissatisfaction and the need to find variations on the transfer of Dunkin' Donuts to J.CO Donuts and Coffee brand among FEB USU students.

Q: What methods were used to collect data for this study?

A: The primary data were collected through a questionnaire, while secondary data were obtained from literature studies.

Q: What is the significance level used in this study?

A: The significance level used in this study is 5% (0.05).

Q: What are the key findings of this study?

A: The key findings of this study are:

Consumer dissatisfaction and the need to find variations together have a positive and significant influence on brand transition.
Consumer dissatisfaction partially also has a positive and significant influence on the transition of the brand.
The need to find variations also has a positive and significant effect on brand transition.
Consumer dissatisfaction and the need to find variations can explain 37.9% of the transition of the brand.

Q: What are the implications of this study for business people?

A: The implications of this study for business people are:

Companies need to understand and pay attention to the factors that can cause consumer dissatisfaction.
Companies must be able to provide variations of products and services that are attractive to consumers.
Companies need to pay attention to external factors that can affect the transition of brands, such as market trends and competition.

Q: What are the limitations of this study?

A: The limitations of this study are:

The sample size was limited to 96 FEB USU students, which may not be representative of the larger population.
The study only focused on the influence of consumer dissatisfaction and the need to find variations on brand transition, and did not explore other factors that may contribute to brand transition.

Q: What are the future research directions for this study?

A: The future research directions for this study are:

Exploring other factors that contribute to brand transition, such as the price factor, promotion, and the influence of friends or the environment.
Understanding the impact of brand transition on customer loyalty and retention.

Q: What are the practical implications of this study for business people?

A: The practical implications of this study for business people are:

Conducting regular customer satisfaction surveys to understand the factors that contribute to consumer dissatisfaction.
Developing new menus and offering attractive promos to provide variations of products and services that are attractive to consumers.
Remaining adaptive and innovative to continue to compete in the market.

Q: What are the theoretical implications of this study?

A: The theoretical implications of this study are:

The study provides a deeper understanding of the factors that contribute to brand transition.
The study highlights the importance of consumer dissatisfaction and the need to find variations in brand transition.

Q: What are the contributions of this study to the existing literature?

A: The contributions of this study to the existing literature are:

The study provides a new perspective on the factors that contribute to brand transition.
The study highlights the importance of consumer dissatisfaction and the need to find variations in brand transition.

Q: What are the future research directions for this study in terms of methodology?

A: The future research directions for this study in terms of methodology are:

Using a larger sample size to increase the generalizability of the findings.
Using a more diverse sample to increase the representativeness of the findings.
Using a mixed-methods approach to increase the validity and reliability of the findings.