PROPOSED NEW INNOVATION SERVICE STRATEGY FOR COFFEE SHOP USING EXPERIENTIAL SERVICE INNOVATION CASE STUDY (KOPI SABEB)
| Main Authors: | Hazuri, Iqbal; School of Business and Management, Institut Teknologi Bandung, Mansoor, Alvanov Zpalanzani; School of Business and Management, Institut Teknologi Bandung |
|---|---|
| Format: | Article info eJournal |
| Bahasa: | eng |
| Terbitan: |
The Indonesian Journal of Business Administration
, 2022
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| Online Access: |
https://journal.sbm.itb.ac.id/index.php/IJBA/article/view/4379 |
Daftar Isi:
- The increasing level of coffee consumption in Indonesia give positive impact and opportunity for localcoffee shop developer. Located in Ciparay, Bandung city Kopi Sabeb sees it as opportunity to join andcontribute in Ciparay coffee industry. Running more than one year Kopi sabeb met several obstacles incoffee industry that affected decreased the sales average and number of buyers. To solve the problemsresearcher proposed innovation strategy focused on service as an effort to handle the problems first.Researcher used several analytical tools such as value proposition analysis and SWOT analysis forInternal analysis to found inside point of view from Kopi Sabeb itself. While in external analysis usecompetitor analysis and customers analysis to analyze position and recognition about Kopi Sabeb brandon the market. Focus of this research is to proposed innovation strategy by using experiential innovationin service refer from Chris Voss and Leonieke (2007). The data were obtained by observation, surveys,and conducting interviews with the customers as informants and competitors to get further informationfor the analysis.According to the result of the analysis, Kopi Sabeb service was not become priority in its businessprocess, it affected to lack of engagement from customers to Kopi Sabeb. Researcher suggest to applyinnovation strategies that include physical environment, service employees, service deliveery process,fellow customers, and back office support become Kopi Sabebs’ priority. The expected result is to makeKopi Sabeb differences in service offered to customers between other competitors.Keywords: Value Proposition Analysis, SWOT Analysis, Competitors Analysis, Customers Analysis,Experiential Service Innovation, Coffee Shops.