Analisis Customer Journey dalam Meningkatkan Customer Experience Pelanggan di Fore Coffee Shop yang Berbasis Teknologi
Main Article Content
Abstract
Penelitian ini bertujuan untuk menganalisis bagaimana customer journey berbasis teknologi dapat meningkatkan customer experience di Fore coffee shop. Dengan menggunakan pendekatan kualitatif, peneliti mengeksplorasi pengaruh integrasi teknologi pada setiap tahapan customer journey, mulai dari pencarian informasi, pemesanan, pembayaran, hingga penerimaan layanan. Data dikumpulkan melalui wawancara mendalam dan observasi partisipatif di beberapa gerai Fore coffee shop yang sudah mengadopsi teknologi digital dalam operasionalnya. Hasil penelitian menunjukkan bahwa teknologi, seperti aplikasi mobile, coffee shop self-service, dan sistem manajemen antrian digital, secara signifikan memperkaya pengalaman pelanggan dengan menyediakan kemudahan, kecepatan, dan personalisasi layanan. Selain itu, penelitian ini mengidentifikasi bahwa komunikasi dua arah yang dimungkinkan oleh teknologi digital membantu coffee shop untuk lebih memahami dan memenuhi ekspektasi pelanggan, sehingga meningkatkan kepuasan dan loyalitas pelanggan. Temuan ini memberikan wawasan berharga bagi pemilik coffee shop dalam merancang dan mengimplementasikan strategi pemasaran digital yang efektif untuk meningkatkan pengalaman pelanggan. Penelitian ini juga menyarankan adanya peluang penelitian lebih lanjut dalam mengkaji dampak teknologi terhadap dimensi pengalaman pelanggan lainnya, termasuk emosional dan sosial, yang belum sepenuhnya terungkap dalam studi inidengan penelitian yang dilakukan, serta didukung dengan literature review yang relevan.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Abdul Hamid, N. A., Abdullah, N. H., Universiti Tun Hussein Onn Malaysia, Seow Chian, N., & Universiti Tun Hussein Onn Malaysia. (2021). The User Experience (UX) Analysis of Self-Service Kiosk (SSK) in Waiting Time at Fast Food Restaurant Using User Experience (UX) Model. Journal of Social Transformation and Regional Development, 3(2). https://doi.org/10.30880/jstard.2021.03.02.010
Abdul Rozak, Budi Harto, Rivaldi Arissaputra, & Khoirun Nisa. (2022). Pengaruh Relationship Marketing Terhadap Customer Loyalty dengan Dimediasi oleh Customer Satisfaction pada PT. Unilever. ATRABIS: Jurnal Administrasi Bisnis (e-Journal), 8(2), 271–281. https://doi.org/10.38204/atrabis.v8i2.1093
Ajina, A. S., Joudeh, J. M. M., Ali, N. N., Zamil, A. M., & Hashem, T. N. (2023). The effect of mobile-wallet service dimensions on customer satisfaction and loyalty: An empirical study. Cogent Business & Management, 10(2), 2229544. https://doi.org/10.1080/23311975.2023.2229544
Alcañiz, M., & Bigné, E. (2019). Virtual Reality in Marketing: A Framework, Review, and Research Agenda. Frontiers in Psychology, 10.
Ali, F., Hussain, K., & Ragavan, N. A. (2014). Memorable Customer Experience: Examining the Effects of Customers Experience on Memories and Loyalty in Malaysian Resort Hotels. Procedia - Social and Behavioral Sciences, 144, 273–279. https://doi.org/10.1016/j.sbspro.2014.07.296
Alzaydi, Z. (2023). Examining the mediating effect of multi-channel integration quality in the relationship with service quality, customer satisfaction and customer loyalty in the Saudi banking sector. Management & Sustainability: An Arab Review. https://doi.org/10.1108/MSAR-12-2022-0061
Anyadighibe, J. A., Ebitu, E. T., Ezekiel, M. S., James, E. E., & Esther, A. C. (2023). Electronic Banking and Customer Satisfaction in Commercial Banks. UJM, 2(1).
Aspers, P., & Corte, U. (2019). What is Qualitative in Qualitative Research. Qualitative Sociology, 42(2), 139–160. https://doi.org/10.1007/s11133-019-9413-7
Astuti, E., Suhadak, Rahayu, S. M., & Wilopo. (2018). The influence of information technology strategy and management support to the internal business process, competitive advantage, financial and non-financial performance of the company. International Journal of Web Information Systems, 14(3), 317–333. https://doi.org/10.1108/IJWIS-11-2017-0079
Bacala, S. A., Abordaje, J. L., Labrador, L. M., Bacatan, R. J., & Bacatan, J. (2024). The Influence of Service Quality on Customer Engagement in Kaputian Beach Park. Cognizance Journal of Multidisciplinary Studies, 4(1), 332–338. https://doi.org/10.47760/cognizance.2024.v04i01.015
Boyd, D. E. (2019). An Introduction to the Special Issue “Virtual Reality in Marketing”_ Definition, Theory and Practice. Journal of Business Research.
Brito, C. M., & Ramos, C. (2003). The Impact of Information Technologies on Customer Relationships Management. the 19th IMP Conference, Lugano.
Budi Harto, Abdul Rozak, & Arief Yanto Rukmana. (2021). Strategi Marketing Belah Doeren Melalui Digital Marketing Terhadap Keputusan Pembelian Dimediasi Brand Image. ATRABIS: Jurnal Administrasi Bisnis (e-Journal), 7(1), 67–74. https://doi.org/10.38204/atrabis.v7i1.546
Budi Harto, Milla Marlina, Panji Pramuditha, Apriliyanti, & Teti Sumarni. (2024). Pemanfaatan Teknologi Informasi Digital, Digital Marketing, dalam Mendorong Sustainability Competitive Bisnis UMKM Kue SuguhWangi di Desa Melatiwangi Kecamatan Cilengkrang Kabupaten Bandung. IKRA-ITH ABDIMAS, 8(1), 221–229.
Butkouskaya, V., Oyner, O., & Kazakov, S. (2023). The impact of omnichannel integrated marketing communications (IMC) on product and retail service satisfaction. Journal of Economics, Finance and Administrative Science, 28(56), 319–334. https://doi.org/10.1108/JEFAS-09-2022-0237
Che Ishak, F. A., Che Lah, N. A., Samengon, H., Mohamad, S. F., & Abu Bakar, A. Z. (2021). The Implementation of Self-Ordering Kiosks (SOKs): Investigating the Challenges in Fast Food Restaurants. International Journal of Academic Research in Business and Social Sciences, 11(10), Pages 1136-1150. https://doi.org/10.6007/IJARBSS/v11-i10/11491
Chiosa, A. R., & Cuza, A. I. (2014). WORD OF MOUTH ON SOCIAL MEDIA. SEA - Practical Application of Science, 2(4).
Dini, M., Splendiani, S., Bravi, L., & Pencarelli, T. (2022). In-store technologies to improve customer experience and interaction: An exploratory investigation in Italian travel agencies. The TQM Journal, 34(7), 94–114. https://doi.org/10.1108/TQM-08-2021-0230
Ekmeil, F. A. R., Abumandil, M. S. S., Alkhawaja, M. I., Siam, I. M., & Alaklouk, S. A. A. (2021). Augmented reality and virtual reality revolutionize rusiness transformation in digital marketing tech industry analysts and visionaries during Coronavirus (COVID 19). Journal of Physics: Conference Series, 1860(1), 012012. https://doi.org/10.1088/1742-6596/1860/1/012012
Ellitan, L., & Suhartatik, A. (2023). Increasing Repurchase Intention through Product Quality, Service Quality, and Customer Satisfaction. International Journal of Research (IJR), 10(10). https://doi.org/10.5281/ZENODO.8434079
Ertemel, A. V., Civelek, M. E., Eroğlu Pektaş, G. Ö., & Çemberci, M. (2021). The role of customer experience in the effect of online flow state on customer loyalty. PLOS ONE, 16(7), 1–15. https://doi.org/10.1371/journal.pone.0254685
Flavián, C., Ibáñez-Sánchez, S., & Orús, C. (2019). The impact of virtual, augmented and mixed reality technologies on the customer experience. Journal of Business Research, 100, 547–560. https://doi.org/10.1016/j.jbusres.2018.10.050
Foroudi, P., Jin, Z., Gupta, S., Melewar, T. C., & Foroudi, M. M. (2016). Influence of innovation capability and customer experience on reputation and loyalty. Journal of Business Research, 69(11), 4882–4889. https://doi.org/10.1016/j.jbusres.2016.04.047
Grewal, D., & Roggeveen, A. L. (2020). Understanding Retail Experiences and Customer Journey Management. Journal of Retailing, 96(1), 3–8. https://doi.org/10.1016/j.jretai.2020.02.002
Hadiyati, R., Harto, B., Ekowati, D., Jefriyanto, J., & Santosa, S. (2023). Analysis of The Influence of Financial Literacy Digitalization, Digital Word of Mouth, Digital Marketing and Brand Image on Z’s Generation Saving Intention in Sharia Banking. MALCOM: Indonesian Journal of Machine Learning and Computer Science, 3(2), 180–187. https://doi.org/10.57152/malcom.v3i2.918
Harisandi, P., Hurriyati, R., Dirgantari, P., & Jalaludin, E. (2023). The Influence of Islamic Bank Customer Experience and Perception on Brand Equity and Customer Satisfaction Customer Satisfaction. International Journal of Educational Narratives, 1(6), 376–388. https://doi.org/10.55849/ijen.v1i6.608
Hendrayati, H., & Pamungkas, P. (2020). Viral Marketing and E-Word of Mouth Communication in Social Media Marketing. Proceedings of the 3rd Global Conference On Business, Management, and Entrepreneurship (GCBME 2018). 3rd Global Conference On Business, Management, and Entrepreneurship (GCBME 2018), Jawa Barat, Indonesia. https://doi.org/10.2991/aebmr.k.200131.010
Holz, H. F., Becker, M., Blut, M., & Paluch, S. (2024). Eliminating customer experience pain points in complex customer journeys through smart service solutions. Psychology & Marketing, 41(3), 592–609. https://doi.org/10.1002/mar.21938
Hoque, M. N., Rahman, M. K., Said, J., Begum, F., & Hossain, M. M. (2022). What Factors Influence Customer Attitudes and Mindsets towards the Use of Services and Products of Islamic Banks in Bangladesh? Sustainability, 14(8), 4703. https://doi.org/10.3390/su14084703
Hwang, W.-S., & Kim, H.-S. (2022). Does the adoption of emerging technologies improve technical efficiency? Evidence from Korean manufacturing SMEs. Small Business Economics, 59(2), 627–643. https://doi.org/10.1007/s11187-021-00554-w
I.A., P., & J.S., O. (2023). Employee Training, Service Quality and Customers’ Patronage of Satellite Products and Services: Evidence from South-South, Nigeria. International Journal of Entrepreneurship and Business Innovation, 6(2), 120–132. https://doi.org/10.52589/IJEBI-GHG34M61
Jaakkola, E., & Terho, H. (2021). Service journey quality: Conceptualization, measurement and customer outcomes. Journal of Service Management, 32(6), 1–27. https://doi.org/10.1108/JOSM-06-2020-0233
Jamaludin, Arlin Ferlina Mochamad Trenggana, Rosita Manawari Girsang, Budi Harto, Panji Pramudhita, Ketut Jatinegara, Ni Nyoman Kerti Yasa, Anna Permatasari Kamarudin, Anaseputri Jamira, Mashur Razak, Abdurohim, Liharman Saragih, Sherly, Melvin Krisdiana Djami Rane, Irmal, & Rosharita. (2022). Pemasaran Era Kini: Pendekatan Berbasis Digital. Media Sains Indonesia.
K R, S. (2018). The Connection Between Your Employees and Customers. Journal of Advance Research in Business Management and Accounting (ISSN: 2456-3544), 4(8), 01–14. https://doi.org/10.53555/nnbma.v4i8.28
Kabadayi, S., Ali, F., Choi, H., Joosten, H., & Lu, C. (2019). Smart service experience in hospitality and tourism services: A conceptualization and future research agenda. Journal of Service Management, 30(3), 326–348. https://doi.org/10.1108/JOSM-11-2018-0377
Khando, K., Islam, M. S., & Gao, S. (2022). The Emerging Technologies of Digital Payments and Associated Challenges: A Systematic Literature Review. Future Internet, 15(1), 21. https://doi.org/10.3390/fi15010021
Kokins, G., Straujuma, A., & Lapiņa, I. (2021). The Role of Consumer and Customer Journeys in Customer Experience Driven and Open Innovation. Journal of Open Innovation: Technology, Market, and Complexity, 7(3), 185. https://doi.org/10.3390/joitmc7030185
Kraus, S., Jones, P., Kailer, N., Weinmann, A., Chaparro-Banegas, N., & Roig-Tierno, N. (2021). Digital Transformation: An Overview of the Current State of the Art of Research. SAGE Open, 11(3), 215824402110475. https://doi.org/10.1177/21582440211047576
Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
Lester, J. N., Cho, Y., & Lochmiller, C. R. (2020). Learning to Do Qualitative Data Analysis: A Starting Point. Human Resource Development Review, 19(1), 94–106. https://doi.org/10.1177/1534484320903890
Lim, W. M., & Rasul, T. (2022). Customer engagement and social media: Revisiting the past to inform the future. Journal of Business Research, 148, 325–342. https://doi.org/10.1016/j.jbusres.2022.04.068
Lundin, L., & Kindström, D. (2023). Digitalizing customer journeys in B2B markets. Journal of Business Research, 157, 113639. https://doi.org/10.1016/j.jbusres.2022.113639
Märtin, C., Bissinger, B. C., & Asta, P. (2023). Optimizing the digital customer journey—Improving user experience by exploiting emotions, personas and situations for individualized user interface adaptations. Journal of Consumer Behaviour, 22(5), 1050–1061. https://doi.org/10.1002/cb.1964
Mele, C., Russo-Spena, T., Tregua, M., & Amitrano, C. C. (2021). The millennial customer journey: A Phygital mapping of emotional, behavioural, and social experiences. Journal of Consumer Marketing, 38(4), 420–433. https://doi.org/10.1108/JCM-03-2020-3701
Mourtzis, D., Vlachou, E., Zogopoulos, V., Gupta, R. K., Belkadi, F., Debbache, A., & Bernard, A. (2018). Customer feedback gathering and management tools for product-service system design. Procedia CIRP, 67, 577–582. https://doi.org/10.1016/j.procir.2017.12.264
Nassaji, H. (2015). Qualitative and descriptive research: Data type versus data analysis. Language Teaching Research, 19(2), 129–132. https://doi.org/10.1177/1362168815572747
Natarajan, T., & Veera Raghavan, D. R. (2023). Does integrated store service quality explain omnichannel shoppers’ online brand advocacy behaviors?: Role of memorable shopping experiences, store attachment, and relationship strength. The TQM Journal. https://doi.org/10.1108/TQM-05-2023-0147
Nitin Liladhar Rane, Anand Achari, & Saurabh P. Choudhary. (2023). ENHANCING CUSTOMER LOYALTY THROUGH QUALITY OF SERVICE: EFFECTIVE STRATEGIES TO IMPROVE CUSTOMER SATISFACTION, EXPERIENCE, RELATIONSHIP, AND ENGAGEMENT. International Research Journal of Modernization in Engineering Technology and Science, 5(5). https://doi.org/10.56726/IRJMETS38104
Ong, J. W., Rahim, M. F. A., Lim, W., & Nizat, M. N. M. (2022). Agricultural Technology Adoption as a Journey: Proposing the Technology Adoption Journey Map. International Journal of Technology, 13(5), 1090. https://doi.org/10.14716/ijtech.v13i5.5863
Othman, A. K., Mohd Abas, M. K., & Faculty of Business and Management, Universiti Teknologi MARA, Puncak Alam Campus, Puncak Alam, Selangor, Malaysia. (2023). Investigating Factors that Influence Internet Banking Services in the Banking Industry. Journal of International Business, Economics and Entrepreneurship, 8(2), 64–70. https://doi.org/10.24191/jibe.v8i2.24068
Pantouvakis, A., & Gerou, A. (2022). The Theoretical and Practical Evolution of Customer Journey and Its Significance in Services Sustainability. Sustainability, 14(15), 9610. https://doi.org/10.3390/su14159610
Pascucci, F., Savelli, E., & Gistri, G. (2023). How digital technologies reshape marketing: Evidence from a qualitative investigation. Italian Journal of Marketing. https://doi.org/10.1007/s43039-023-00063-6
Poorrezaei, M., Pich, C., & Resnick, S. (2023). A framework to improve retail customer experience: A qualitative study exploring the customer journey. Qualitative Market Research: An International Journal, 26(5), 663–686. https://doi.org/10.1108/QMR-07-2022-0120
Quinones, M., Díaz-Martín, A. M., & Gómez-Suárez, M. (2023). Retail technologies that enhance the customer experience: A practitioner-centred approach. Humanities and Social Sciences Communications, 10(1), 564. https://doi.org/10.1057/s41599-023-02023-z
Rifa Nurul Aulia, Budi Harto, Dewi Reniawaty, Irwan Hermawan, & Panji Pramuditha. (2023). Trend Penggunaan BCA Mobile Banking Dalam Praktik Cashless Payment Lifestyle. JRAK (Jurnal Riset Akuntansi dan Bisnis), 9(1), 254–262. https://doi.org/10.38204/jrak.v9i1.1202
Sahi, A. M., Khalid, H., Abbas, A. F., & Khatib, S. F. A. (2021). The Evolving Research of Customer Adoption of Digital Payment: Learning from Content and Statistical Analysis of the Literature. Journal of Open Innovation: Technology, Market, and Complexity, 7(4), 230. https://doi.org/10.3390/joitmc7040230
Shahbaznezhad, H., Dolan, R., & Rashidirad, M. (2021). The Role of Social Media Content Format and Platform in Users’ Engagement Behavior. Journal of Interactive Marketing, 53, 47–65. https://doi.org/10.1016/j.intmar.2020.05.001
Shubham Badak, Vaibhav Kolte, Mamta Agrawal, & Sonia Gupta. (2023). Revolution of Digital Payment in India. Journal of Mobile Computing, Communications & Mobile Networks, 10(3).
Sihombing, D. B., Rini, E. S., & Situmorang, S. H. (2023). Effect of Perceived Service Quality, Servicescape and Perceived Value on Customer Loyalty through Customer Satisfaction: A Case Study of Waiting List Coffee Medan, Indonesia. Frontiers in Business and Economics, 2(2), 87–95. https://doi.org/10.56225/finbe.v2i2.224
Subramanian, D. K. R. (2018). Social Media and the Word of Mouth Publicity. International Research Journal of Advanced Engineering and Science, 3(2), 95–100.
Suyanto, S., & Prasilowati, S. L. (2023). The Platform Factors Affecting Digital Payment Advocacy. Journal of Law and Sustainable Development, 11(11), e1700. https://doi.org/10.55908/sdgs.v11i11.1700
Tienken, C., Rösler, J., & Friedli, T. (2023). Enhancing the Customer Journey with Digital Self-Services. In U. Schneider & J. Hoika (Eds.), Digital Marketing in the Automotive Electronics Industry: Redefining Customer Experience through Digital Customer Engagement (pp. 231–251). Springer International Publishing. https://doi.org/10.1007/978-3-031-30720-1_13
Tom Dieck, M. C., & Han, D. D. (2022). The role of immersive technology in Customer Experience Management. Journal of Marketing Theory and Practice, 30(1), 108–119. https://doi.org/10.1080/10696679.2021.1891939
Tymchenko, Y., Proskurina, M., Hryhorchuk, T., Chervinska, L., Ratynskiy, V., Shpylyk, S., Krause, O., Pinyak, I., Lebedynets, I., & Nosyriev, O. (2023). Determining the role of emotions in the customer journey for culture industries under conditions of information and communication technologies development. Eastern-European Journal of Enterprise Technologies, 2(13 (122)), 62–72. https://doi.org/10.15587/1729-4061.2023.275614
Vanharanta, H., Kantola, J., & Seikola, S. (2015). Customers’ Conscious Experience in a Coffee Shop. Procedia Manufacturing, 3, 618–625. https://doi.org/10.1016/j.promfg.2015.07.283
Vial, G. (2019). Understanding digital transformation: A review and a research agenda. The Journal of Strategic Information Systems, 28(2), 118–144. https://doi.org/10.1016/j.jsis.2019.01.003
Wibowo, A., Chen, S.-C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2020). Customer Behavior as an Outcome of Social Media Marketing: The Role of Social Media Marketing Activity and Customer Experience. Sustainability, 13(1), 189. https://doi.org/10.3390/su13010189
Wolny, J., & Charoensuksai, N. (2014). Mapping customer journeys in multichannel decision-making. Journal of Direct, Data and Digital Marketing Practice, 15(4), 317–326. https://doi.org/10.1057/dddmp.2014.24
Xiao, L., & Shen, Z. M. (2023). Efficiency of the carpooling service: Customer waiting and driver utilization. IISE Transactions, 55(10), 1062–1074. https://doi.org/10.1080/24725854.2023.2169417
Ylilehto, M., Komulainen, H., & Ulkuniemi, P. (2021). The critical factors shaping customer shopping experiences with innovative technologies. Baltic Journal of Management, 16(5), 661–680. https://doi.org/10.1108/BJM-02-2021-0049