Is Going Viral a Good Thing?

A Study on Social Media Information and Service Quality Towards Cafes in Ipoh

DOI

10.2991/aebmr.k.211223.021How to use a DOI?

Keywords

Social Media; Social Media Information; Service Quality; Satisfaction; Café; Ipoh

Abstract

Social media are interactive computer tool that allows people to share ideas, opinions, and data by creating virtual connections and societies. It has been estimated that there are approximately 3.8 billion active social media users. Consequently, this research investigates the link between social media information and customer loyalty and the association between service quality and customer loyalty. The purpose of this study is to examine the relationship between satisfaction, social media information, and service quality and assess the role of customer satisfaction in moderating the link between social media information and customer loyalty, service quality, and customer loyalty. This research will focus on social media information, service quality (SERVQUAL), customer happiness, customer loyalty, and social media users towards cafes in Ipoh, Perak. It investigates how the cafe owners evaluate what is essential from customers’ ideas and how service quality may be improved by analysing the cafe’s quality of service. Additionally, the study is crucial to observe customer satisfaction or dissatisfaction. Therefore, the study will take the form of a field experiment, with questionnaires sent to consumers who visited any Ipoh Café after seeing it become popular on social media in the previous two years. Moreover, since each respondent’s response is handled as a separate data source, the unit of analysis for this research will be subjective.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Nurul Azniza Nadzari
AU  - Faiz Izwan Anuar
PY  - 2021
DA  - 2021/12/24
TI  - Is Going Viral a Good Thing?
BT  - Proceedings of the Palembang Tourism Forum 2021 (PTF 2021)
PB  - Atlantis Press
SP  - 154
EP  - 163
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.211223.021
DO  - 10.2991/aebmr.k.211223.021
ID  - Nadzari2021
ER  -