Proceedings of the 1st Economics and Business International Conference 2017 (EBIC 2017)

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

Authors
Syafrizal Helmi Situmorang, Hardi Mulyono, Ahmad Azmi
Corresponding Author
Syafrizal Helmi Situmorang
Available Online January 2018.
DOI
https://doi.org/10.2991/ebic-17.2018.86How to use a DOI?
Keywords
Servicescape, Customer Experience, Social Location Marketing, Social Media
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.

Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 1st Economics and Business International Conference 2017 (EBIC 2017)
Series
Advances in Economics, Business and Management Research
Publication Date
January 2018
ISBN
978-94-6252-470-5
ISSN
2352-5428
DOI
https://doi.org/10.2991/ebic-17.2018.86How to use a DOI?
Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Syafrizal Helmi Situmorang
AU  - Hardi Mulyono
AU  - Ahmad Azmi
PY  - 2018/01
DA  - 2018/01
TI  - Effect Of Servicescape And Customer Experience On Social Location Marketing (Case Study At Caf, In Medan)
BT  - Proceedings of the 1st Economics and Business International Conference 2017 (EBIC 2017)
PB  - Atlantis Press
SP  - 546
EP  - 552
SN  - 2352-5428
UR  - https://doi.org/10.2991/ebic-17.2018.86
DO  - https://doi.org/10.2991/ebic-17.2018.86
ID  - Situmorang2018/01
ER  -