Business coaching: implementation of service quality and social media promotion improvement in Indonesian MSMEs restaurant
Helmi Yulianto (a*), Hasnul Suhaimi (a)

a) Faculty of Business and Economics, University of Indonesia, Jakarta, Indonesia
*botelaw[at]yahoo.com

Abstract

This paper aims to assist an Indonesian MSME restaurant in managing its marketing activities by implementing the strategy to increase their service quality and promotion. Business coaching method is used. It is a qualitative research to find out the actual condition and problems and then take actions agreed by MSME to overcome such problems. After conducting several external and internal analysis, including BMC, PESTEL, Porters Five Forces, STP, 7Ps, and DINESERV mini survey, it is revealed that MSME are facing several problems. Customer gaps, especially in intangible dimension, and ineffective promotion activities were found. Gap and pareto analysis confirms that those problems are the most important and feasible to be solved. Therefore reducing customer gap through implementation of service standard operating procedure (SOP) and introduction to service excellence knowledge is conducted. Optimization of MSMEs promotion activities through In-stagram also implemented, which successfully improve their exposure and customer engagement.

Keywords: business coaching; service quality; social media promotion; MSMEs

Topic: Strategic Management, and Entrepreneurship