The Influence Of Dining Service Quality And Social Media Marketing On The Interest In Visiting With Customer Satisfaction As An Intervening Variable In The In -out Cafe Medan

The Influence of Dining Service Quality and Social Media Marketing on the Interest in Visiting with Customer Satisfaction as an Intervening Variable in the In-Out Cafe Medan

Introduction

In the competitive culinary industry, service quality and marketing are crucial factors in attracting and retaining customers. The In-Out Cafe Medan, like many other establishments, faces the challenge of providing exceptional dining experiences that meet customer expectations. Unfortunately, customer dissatisfaction and a lack of interest in revisiting the cafe have been reported. This study aims to investigate the impact of dining service quality and social media marketing on customer interest in revisiting the In-Out Cafe Medan, with customer satisfaction as an intervening variable.

Service Quality Analysis and Customer Satisfaction

Service quality in the culinary sector plays a significant role in determining customer satisfaction. Research has shown that high service quality, encompassing aspects such as service speed, staff friendliness, and cleanliness, can significantly increase customer satisfaction. In the context of the In-Out Cafe Medan, the results of this study indicate a significant positive influence between the quality of eating services and customer satisfaction. When customers receive good service, they are more likely to feel satisfied and want to return. This highlights the importance of prioritizing service quality to enhance customer satisfaction and loyalty.

Social Media Marketing and Its Effectiveness

Social media marketing, particularly through platforms like Instagram, has become an essential tool in attracting customer interest. However, the results of this study suggest that although social media marketing has a positive influence on customer satisfaction, the impact is not significant. This indicates that even though the In-Out Cafe Medan is active on social media, the promotional content presented is less effective in convincing customers. A more targeted and creative marketing approach may be necessary to maximize the potential of social media in attracting customer attention.

The Relationship between Customer Satisfaction and the Interest in Visiting

One crucial aspect of this study is the influence of customer satisfaction on interest in visiting again. The data shows a positive and significant relationship between customer satisfaction and the interest in visiting. This suggests that if customers are satisfied with their experience, the likelihood of them returning to the In-Out Cafe Medan increases. Therefore, the primary focus for cafe management should be to improve the quality of service and customer satisfaction, which will directly contribute to increasing the interest in visits again.

The Impact of Dining Service Quality on Customer Satisfaction and Interest in Visiting

The results of this study indicate that the quality of eating services has a significant influence on customer satisfaction and interest in visiting. This highlights the importance of prioritizing service quality to enhance customer satisfaction and loyalty. When customers receive good service, they are more likely to feel satisfied and want to return. This suggests that the In-Out Cafe Medan should focus on improving service quality, including aspects such as service speed, staff friendliness, and cleanliness.

The Effectiveness of Social Media Marketing on Customer Satisfaction and Interest in Visiting

Although social media marketing has a positive influence on customer satisfaction, the impact is not significant. This indicates that even though the In-Out Cafe Medan is active on social media, the promotional content presented is less effective in convincing customers. A more targeted and creative marketing approach may be necessary to maximize the potential of social media in attracting customer attention. This suggests that the In-Out Cafe Medan should focus on designing a more attractive and relevant social media marketing strategy for customers.

Conclusion and Recommendations

From the results of this study, we can draw some important conclusions. First, the quality of eating services has a significant influence on customer satisfaction and interest in visiting. Second, social media marketing, although it has a positive effect, is not strong enough to increase the satisfaction and interest of visits again. Therefore, it is recommended for management in the In-Out Cafe Medan to focus on improving service quality, as well as designing a more attractive and relevant social media marketing strategy for customers. With these steps, it is expected that the In-Out Cafe Medan can increase customer satisfaction and facilitate interest in visiting again.

Recommendations for Future Research

This study provides valuable insights into the impact of dining service quality and social media marketing on customer interest in visiting the In-Out Cafe Medan. However, there are several areas that require further research. Firstly, the study only focuses on the In-Out Cafe Medan, and future research could explore the impact of service quality and social media marketing on customer satisfaction and interest in visiting other cafes. Secondly, the study only examines the impact of social media marketing on customer satisfaction and interest in visiting, and future research could explore the impact of other marketing channels, such as email marketing and influencer marketing. Finally, the study only examines the impact of service quality and social media marketing on customer satisfaction and interest in visiting, and future research could explore the impact of other factors, such as food quality and pricing, on customer satisfaction and interest in visiting.

Limitations of the Study

This study has several limitations that should be acknowledged. Firstly, the study only focuses on the In-Out Cafe Medan, and the results may not be generalizable to other cafes. Secondly, the study only examines the impact of service quality and social media marketing on customer satisfaction and interest in visiting, and the results may not be applicable to other marketing channels or factors. Finally, the study only uses a quantitative approach, and future research could use a mixed-methods approach to provide a more comprehensive understanding of the impact of service quality and social media marketing on customer satisfaction and interest in visiting.

Conclusion

In conclusion, this study provides valuable insights into the impact of dining service quality and social media marketing on customer interest in visiting the In-Out Cafe Medan. The results suggest that the quality of eating services has a significant influence on customer satisfaction and interest in visiting, while social media marketing, although it has a positive effect, is not strong enough to increase the satisfaction and interest of visits again. Therefore, it is recommended for management in the In-Out Cafe Medan to focus on improving service quality, as well as designing a more attractive and relevant social media marketing strategy for customers. With these steps, it is expected that the In-Out Cafe Medan can increase customer satisfaction and facilitate interest in visiting again.
Frequently Asked Questions (FAQs) about the Influence of Dining Service Quality and Social Media Marketing on Customer Satisfaction and Interest in Visiting the In-Out Cafe Medan

Q: What is the main focus of this study?

A: The main focus of this study is to investigate the impact of dining service quality and social media marketing on customer satisfaction and interest in visiting the In-Out Cafe Medan.

Q: What are the key findings of this study?

A: The key findings of this study are that the quality of eating services has a significant influence on customer satisfaction and interest in visiting, while social media marketing, although it has a positive effect, is not strong enough to increase the satisfaction and interest of visits again.

Q: What are the implications of this study for the In-Out Cafe Medan?

A: The implications of this study for the In-Out Cafe Medan are that management should focus on improving service quality, as well as designing a more attractive and relevant social media marketing strategy for customers.

Q: What are the limitations of this study?

A: The limitations of this study are that it only focuses on the In-Out Cafe Medan, and the results may not be generalizable to other cafes. Additionally, the study only examines the impact of service quality and social media marketing on customer satisfaction and interest in visiting, and the results may not be applicable to other marketing channels or factors.

Q: What are the recommendations for future research?

A: The recommendations for future research are that future studies could explore the impact of service quality and social media marketing on customer satisfaction and interest in visiting other cafes. Additionally, future studies could examine the impact of other marketing channels, such as email marketing and influencer marketing, on customer satisfaction and interest in visiting.

Q: What are the benefits of improving service quality and social media marketing for the In-Out Cafe Medan?

A: The benefits of improving service quality and social media marketing for the In-Out Cafe Medan are that it can increase customer satisfaction and loyalty, as well as attract new customers and increase sales.

Q: How can the In-Out Cafe Medan improve its service quality?

A: The In-Out Cafe Medan can improve its service quality by training its staff to provide excellent customer service, ensuring that the food and drinks are prepared and served promptly and correctly, and maintaining a clean and comfortable environment.

Q: How can the In-Out Cafe Medan improve its social media marketing?

A: The In-Out Cafe Medan can improve its social media marketing by creating engaging and relevant content, using social media platforms effectively, and interacting with customers and other stakeholders.

Q: What are the key takeaways from this study?

A: The key takeaways from this study are that service quality and social media marketing are crucial factors in determining customer satisfaction and interest in visiting the In-Out Cafe Medan. By improving service quality and social media marketing, the In-Out Cafe Medan can increase customer satisfaction and loyalty, as well as attract new customers and increase sales.

Q: How can the In-Out Cafe Medan measure the effectiveness of its service quality and social media marketing efforts?

A: The In-Out Cafe Medan can measure the effectiveness of its service quality and social media marketing efforts by tracking customer satisfaction and loyalty metrics, such as customer retention rates and Net Promoter Scores (NPS), as well as social media metrics, such as engagement rates and follower growth.

Q: What are the future directions for research on service quality and social media marketing?

A: The future directions for research on service quality and social media marketing are to explore the impact of service quality and social media marketing on customer satisfaction and interest in visiting other types of businesses, such as restaurants, hotels, and retail stores. Additionally, future research could examine the impact of other marketing channels, such as email marketing and influencer marketing, on customer satisfaction and interest in visiting.