Customer Satisfaction Assessment Coffee Roaster Restaurant using SERVQUAL: Utilization of Customer Relationship Management (CRM) Application
Muharman Lubis, Arif Ridho Lubis, Sevira Hendari Pratiwi, Danti Puji Yuherisna · 2021
Several cities have been recognized to be tourism destination due to the popularity in the culinary, which provides diverse choice in every corner such as food stalls, cafes, food festival restaurant and much more. The market potential is very huge, which the competition run in the tight way in term of provides variability, exclusivity, durability and other offered to increase customer satisfaction. The strategy emphasizes the importance of customer service to generate responsible customer experience leading to the increase customer retention. Thus, this study wants to explore the customer satisfaction to verify the influence of customer expectation, loyalty program, shared stories and service marketing through the questionnaire survey. The assessment will generate the important factors that can influence the degree of satisfaction in the culinary industry through the utilization of customer relationship management (CRM) as the front desk application.