Effect Of Servicescape And Customer Experience On Social Location Marketing (Case Study At Caf, In Medan)

Abstract

Nowadays, a cafe is becoming a trend and growing rapidly in Medan. There are numerous people spend their time to socializing in cafes is part of the current life style. Therefore, cafe owners compete in offering new cafe concept to attract customers. To gain competitiveness and attractiveness, cafe must possess the interesting servicescape and be providing good impression toward customers in a cafe. In the social media era, people can communicate and share their experience with other people easy. The interesting cafe which shares memorable experience will be shared and promoted through social media. The purpose of this research is to analyze the influence of servicescape and customer experience on social location marketing. Data were collected through interview by using questioners. This research is conducted at 10 cafes in Medan. Data were analyzed by using smartpls 3.0. The result showed that the most frequent users of social media is Instagram. Customers will share the pictures of cafes' location which have the interesting servicescape. It indicates there is a strong influence between servicescape on customer experience and social location marketing.

Servicescape and Service Quality in Creating Customer Loyalty

“…The physical condition of the service environment experienced by customers also plays an essential role in shaping the service experience and strengthening (or reducing) customer satisfaction, especially for services at a high level of contact and involving humans in the process. Situmorang, Mulyono, & Azmi (2017) revealed that the research results show that Servicescape influences customer experience and social location marketing. That is, entrepreneurs or marketers must provide a unique servicescape (color, music, layout, aesthetics, seating, temperature, and cleanliness).…”

Effect of Perceived Service Quality, Servicescape and Perceived Value on Customer Loyalty through Customer Satisfaction: A Case Study of Waiting List Coffee Medan, Indonesia

“…According to Parasuraman et al (1988), there are five dimensions of SERVQUAL service quality that can be used to evaluate service quality: tangible, reliability, responsiveness, assurance, and empathy. Situmorang et al (2018) said that a servicescape is an organizational, physical facility used to influence consumers' feelings to be happy and have positive emotions. According to Gani et al (2022), a servicescape is a style and form of a physical environment consisting of several exterior elements such as information boards, parking lots, natural landscapes, and interior features such as design, layout, equipment, and decorations that customers can find.…”

A Case Study of the Marketing Tools Coffee Shop Owners Use to Sustain Businesses

“…failure was predicated on selecting the right location for any business [44]. Coffee shop owners are strategic about the location of coffee shops [68]. In addition to the physical location, the SBs also conveyed their decision for the interior décor of the coffee shops.…”

“…The SBs I interviewed conveyed that they needed to leverage the possibilities of social media in promoting their coffee shops. Through social media and social location marketing, customers can share their experiences and check in with others [68]. Instagram is based on visual content for example, posting of pictures, and Face-book has the capability for the customer to check into the coffee shop Check-ins show up in the feeds of that customer's Facebook friends, creating opportunities for people to see the business on Facebook.…”