Improving Customer Experience in Café Industry: A Framework for Delighting Customers  

Oleh:

Sukwadi, Ronald ; Yang, Ching-Chow ; Mu, Pen-Po

Jenis: Article from Proceeding
Dalam koleksi: Asian Network for Quality (ANQ) Congress 2011, Ho Chi Minh City, Vietnam, 27-30 September 2011, page 1-22.
Topik: Service Quality; Customer Satisfaction; Customer Experience Management; Café Industry
Fulltext: TW5.pdf (461.8KB)

Isi artikel

Creating superior customer experience seems to be one of the central objectives in today’s service industries environments. With an ever-increasing competition for marketing dominance, many service providers have utilized the customer experience management (CEM) system in developing service quality for customer satisfaction, retaining existing customers, and also coming to the front for winning over new customers. The goal of CEM is to move customers from satisfied to loyal and then from loyal to advocate. In this paper we provide an overview of the existing literature on customer experience and expand on it to examine the customer experience using cluster analysis, cross tabulation test and house of quality (HOQ) method. We illustrate the process using an empirical case study at News Café, a well-known café in Jakarta, Indonesia and provide a number of substantive insights that are valid for this hang out place.

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