Marketing Concept of Service in Creative Identity Café Business
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Abstract
The research article consisted of the following objectives: 1) to investigate the level of factors affecting the service marketing concept in creative identity café business; and 2) to analyze the components of service marketing concept in creative identity café business. A sample group included 410 consumers who used the service of creative identity café business. Questionnaires were used a tool in quantitative research and the obtained data were analyzed using mean and standard deviation, while in-depth interviews were used in qualitative research and the data were examined by factor and content analysis.
From the study, the following results are found: 1) Factors affecting the service marketing concept in creative identity café business are overall at a high level rated by consumers. The 67th variable, regular cleaning of creative identity café business, has the greatest impact on service marketing concept, followed by the 40th variable, staff are enthusiastic in providing service. Consumers place the least importance on the 8th variable, which is food and beverage with nutritional value specified; and 2) There are 5 components of service marketing concept in creative identity café business, namely (1) sanitary, (2) location that is easily accessible, (3) perceived value, (4) aesthetics, and (5) marketing.
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