Designing Service Marketing Strategy in A Culinary Business

Rinawiyanti, Esti Dwi and Rahardjo, Rini (2013) Designing Service Marketing Strategy in A Culinary Business. Proceeding The 2nd International Conference on Industrial Engineering and Service Science, 2013. ISSN 2338-7939

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Depot Rasa Suka is a culinary business that provides a variety of Indonesian dishes located in Kediri. However people still do not know and yet loyal to Depot Rasa Suka due to fierce competition with several new opened restaurants in Kediri. Therefore Depot Rasa Suka needs to design service marketing strategies based on the consumer behavior analysis. The goal of this research is to identify consumer behavior of Depot Rasa Suka and then designing the proper marketing strategy to improve its service and to increase its sales. The research was conducted by distributing questionnaire to the respondents of actual consumers. Based on the results can be known that the majority characteristics of consumer behavior of Depot Rasa Suka are male, married, 20-30 years, the majority is entrepreneurs, income 3,000,000-6,000,000 per month, and 3-4x visiting a restaurant a month. Based on this research can be seen that almost all dimensions of 8P service marketing have the high value both of importance level and of satisfaction level, and only dimention promotion gets the medium value of importance level and satisfaction level. Based on the analysis of consumer behavior and quadrant analysis can be designed the service marketing strategy covering 8Ps with focusing on the two variables in quadrant IV, while they have high average value of importance level but low average value of satisfaction level.

Item Type: Article
Uncontrolled Keywords: Restaurant, consumer behavior, service marketing
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Engineering > Department of Industrial Engineering
Depositing User: Eko Setiawan 194014
Date Deposited: 20 Nov 2014 06:52
Last Modified: 20 Nov 2014 06:52

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