Effect Of Servicescape And Customer Experience On Social Location Marketing (Case Study At Caf, In Medan)
- DOI
- 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/).
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 - 10.2991/ebic-17.2018.86 ID - Situmorang2018/01 ER -