PERANAN CUSTOMER VALUE DALAM MEMPERTAHANKAN KEUNGGULAN BERSAING PADA RESTORAN CEPAT SAJI

Evi Thelia Sari




Abstract


This research exposes the role of customer value in sustaining competitive advantage in quick service restaurants in Surabaya. By using qualitative method and focus group discussion, it is revealed that the visitors have specific purposes, which are they can eat in a relax way and be satisfied with the consequences such as feeling comfortable in and out of the restaurant, enjoying the menu for the logic and affordable price, and getting the facilities as promoted. Those who are able to fulfil the customer value of its visitors will gain the competitive advantage.


Abstract in Bahasa Indonesia :

Penelitian ini memaparkan peranan customer value dalam mempertahankan keunggulan bersaing pada restoran cepat saji di Surabaya. Dengan metode kualitatif dan instrumen focus group, diketahui bahwa pengunjung memiliki tujuan untuk dapat makan dengan santai dan kenyang dengan adanya konsekuensi yang dirasakan ketika makan yaitu kenyamanan di dalam dan luar restoran, menikmati makanan dengan harga yang wajar dan terjangkau serta menikmati fasilitas seperti yang ada dalam promosi restoran tersebut. Restoran cepat saji yang mampu memenuhi customer value pengunjungnya dapat memenangkan persaingan.

Kata kunci: restoran cepat saji, customer value, keunggulan bersaing.


Keywords


quick service restaurant, customer value, competitive advantage.

Full Text: PDF

The Journal is published by The Institute of Research & Community Outreach - Petra Christian University. It available online supported by Directorate General of Higher Education - Ministry of National Education - Republic of Indonesia.

©All right reserved 2016.Jurnal Manajemen Perhotelan, ISSN: 0216-6283

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