STUDI DESKRIPTIF CUSTOMER EXPERIENCE BERDASARKAN KANO’S MODEL DI STARBUCKS GALAXY MALL SURABAYA
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Abstract
Penelitian ini bertujuan untuk menggambarkan Customer experience yang diberikan oleh pihak Starbucks Galaxy Mall di Surabaya kepada konsumen. Jenis penelitian yang digunakan adalah penelitian deskriptif dengan menggunakan dimensi Sense, Feel, Think, Act, dan Relate. Hasil penelitian menunjukkan bahwa terdapat 4 kategori Kano yang terdapat dalam atribut Customer experience yaitu Must-be, One dimensional, Attractive, dan indifferent. Dan hasil penelitian yang dilakukan tidak mendukung penelitian sebelumnya, yaitu terdapat perbedaaan hasil kategori Kano. Hal ini dikarenakan setiap tempat usaha jasa restoran (kafe) mempunyai kesan/nilai yang berbeda untuk disampaikan ke pelanggan. Selain itu faktor perbedaan negara dimana gaya hidup, peraturan, dan kebiasaan masyarakat yang berbeda juga menjadi penyebab terdapat perbedaan hasil kedua penelitian ini.
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