Studi Literatur: Customer Experience pada Cafe di Era Post Pandemic Gen X dan Gen Z
DOI:
https://doi.org/10.38035/jmpd.v3i3.437Keywords:
Customer Experience, Cafe, Post Pandemic, Generational Differences, Digital Engagement, IndonesiaAbstract
Abstrak: Penelitian ini mengkaji transformasi customer experience pada industri cafe di Indonesia pasca pandemi COVID-19 dengan fokus pada perbedaan preferensi generasional dari Gen X hingga Gen Z. Melalui tinjauan sistematis terhadap 15 penelitian terdahulu, studi ini mengidentifikasi tiga faktor utama yang mempengaruhi evolusi customer experience cafe: digitalisasi dan customer engagement online, implementasi protokol kesehatan dan safety signals, serta perbedaan preferensi generasional. Temuan menunjukkan bahwa Gen X mengutamakan kualitas dan loyalitas brand, Millennials mengharapkan personalized experience dan seamless digital integration, sedangkan Gen Z menuntut authenticity, sustainability, dan tech-enabled experience. Pandemi COVID-19 telah mempercepat adopsi teknologi contactless, mendorong inovasi produk seperti kopi botol, dan mengubah desain cafe dengan konsep open space. Customer engagement melalui media sosial terbukti efektif mempertahankan hubungan dengan konsumen, sementara local brand preference menguat sebagai respons terhadap ketidakpastian. Studi ini memberikan kontribusi teoretis dalam memahami dinamika customer experience multi-generasi di era post pandemic dan menawarkan implikasi praktis bagi pengelola cafe dalam mengembangkan strategi yang responsive terhadap evolving customer expectations.
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