From Satisfaction to Advocacy: Measuring the Impact of Post-Purchase Customer Service on Customer Lifetime Value (CLV) in Nissin Emporium Semarang

Authors

  • Waskita Aji B Universitas Pandanaran
  • Vincent Bernard BB Universitas Pandanaran
  • Dea Aulia Universitas Pandanaran
  • Qisthi Chinannafsi Universitas Pandanaran

Keywords:

Post-Purchase Customer Service, Customer Satisfaction, Customer Advocacy, Customer Lifetime Value (CLV), PLS-SEM, Factory-Outlet Tourism

Abstract

In the hyper-competitive landscape of retail and factory-outlet tourism, long-term relational value has superseded short-term transactional metrics. This study investigates the structural linkages connecting post-purchase customer service, customer satisfaction, brand advocacy, and Customer Lifetime Value (CLV) within the context of Nissin Emporium & Café Semarang, an iconic culinary tourism destination in Central Java, Indonesia. Utilizing an explanatory quantitative research design, data were collected through a hybrid survey method from 214 valid respondents who had purchased products and interacted with Nissin's post-purchase channels within the last three months. The empirical data were analyzed using Structural Equation Modeling - Partial Least Squares (PLS-SEM) via SmartPLS software. The results reveal that post-purchase customer service exerts a strong, direct positive impact on customer satisfaction (β= 0.614, p < 0.001). More crucially, the findings validate that post-purchase customer service significantly and positively moderates the path transforming passive customer satisfaction into active brand advocacy (β= 0.241, p < 0.001). Finally, a robust positive relationship was confirmed between customer advocacy and long-term Customer Lifetime Value (β= 0.532, p < 0.001), demonstrating that brand advocates secure financial sustainability by driving organic repeat purchases and lowering customer acquisition costs through conventional and electronic Word-of-Mouth (e-WOM). Strategically, this study suggests that retail-tourism management must shift focus from transactional sales to cultivating a digital post-purchase ecosystem and proactive service recovery frameworks to secure predictable future cash flows.

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Published

2026-08-11

Issue

APSKI ICE Vol 04, Ed 01 (2026)

Section

Articles

License

Copyright (c) 2026 APSKI International Conference on Association of Indonesian Entrepreneurship Study Programs

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