Relationship between Coffee to Go’s Serviscape with Brand Loyalty Perceptions of Z gens

DOI

10.2991/assehr.k.211228.050How to use a DOI?

Keywords

serviscape; coffee to go; brand loyalty; interior

Abstract

Now drinking coffee is no longer a habit in the morning, but also a lifestyle that cannot be missed for millennials, especially gen Z. Coffee spots thrive in urban areas, ranging from simple coffee shops, cafes, to franchise outlets. Massive movements taking place in Bali include the growth of independent coffee shops and ready to go coffee shops (coffee to go). The object of the case study is focused on the type of coffee to go that has developed into a mini cafe, no longer just a take away spot, this turns into a working area during pandemic. The addition of activities certainly marks the addition of facilities. Bitner’s Servicescape theory is the basis for analyzing what elements of the physical and non-physical environment have an impact on the response and perception of the community. This article aims to look at the relationship between coffee to go that are experiencing spatial modifications to the perception of brand loyalty from generation Z (gen Z) in Bali as the focus group that dominates the market in this area. The research data was collected through a social media polls and observations are made with the output in the form of photos and layout plans of the coffee to go. The results of this study found that clean industrial and Japanese industrial interior designs are gen Z’s favorite for the interior of a coffee to go. Serviscape that affects gen Z’s brand loyalty when the coffee to go function is modified for the work area includes the availability of facilities that allow for work, natural lighting, noise levels in the range of 47-75 db, and the choice of music with a slow tempo.

Copyright

© 2021 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article under the CC BY-NC license.

Download article (PDF)

TY  - CONF
AU  - Putu Surya Triana Dewi
AU  - Ardina Susanti
AU  - I Wayan Yogik Adnyana Putra
PY  - 2021
DA  - 2021/12/28
TI  - Relationship between Coffee to Go’s Serviscape with Brand Loyalty Perceptions of Z gens
BT  - Proceedings of the ICON ARCCADE 2021: The 2nd International Conference on Art, Craft, Culture and Design (ICON-ARCCADE 2021)
PB  - Atlantis Press
SP  - 379
EP  - 386
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211228.050
DO  - 10.2991/assehr.k.211228.050
ID  - Dewi2021
ER  -