ANALISIS PENGALAMAN PELANGGAN PADA STREET FOOD KAWASAN KULINER MALAM GOD BLESS PARK MANADO
Abstract
Street food plays an important role in the culinary and tourism industries by providing not only affordable food but also unique dining experiences through social interaction, environmental atmosphere, and service quality. This study aims to analyze customer experiences in the street food area of God Bless Park Night Culinary Center, Manado, focusing on service quality, food hygiene and sanitation, customer experiences,
and strategies for service improvement. This research employed a qualitative approach using a case study design. Data were collected through participant observation, in-depth interviews with customers and street food vendors selected using purposive sampling, and
documentation. Data were analyzed using the interactive model of Miles, Huberman, and Saldaña, consisting of data reduction, data display, and conclusion drawing, while data credibility was ensured through source and technique triangulation. The findings indicate that customers generally perceived the service quality positively, particularly regarding friendliness, responsiveness, and interpersonal interaction provided by vendors.
Nevertheless, maintaining service consistency during peak hours remains a challenge. Environmental cleanliness around the food stalls also emerged as an important concern, although customers tended to tolerate certain shortcomings due to the informal nature of street food businesses. Furthermore, the study reveals that customer experience is influenced not only by service quality and cleanliness but also by the social atmosphere, the authenticity of local culinary offerings, and the emotional relationships established between vendors and customers. The study concludes that customer experience in the street food context is a holistic construct shaped by functional, emotional, social, and
environmental dimensions. These findings provide practical implications for improving the management of culinary tourism areas and strengthening the competitiveness of culinary tourism destinations in Manado
References
customer satisfaction, and behavioral intentions in hospitality services: A
systematic review. International Journal of Hospitality Management, 112, 103483.
https://doi.org/10.1016/j.ijhm.2023.103483
Ali, F., Rasoolimanesh, S. M., Sarstedt, M., Ringle, C. M., & Ryu, K. (2021). The effects
of perceived value and service quality on customer satisfaction and loyalty in
hospitality services. Journal of Hospitality Marketing & Management, 30(1), 1–22.
https://doi.org/10.1080/19368623.2020.1715313
Briliana, V., Mursito, N., & Krisanti, M. (2021). Customer experience and revisit
intention in the food and beverage industry: The role of social media engagement.
Journal of Asian Finance, Economics and Business, 8(4), 293–301.
https://doi.org/10.13106/jafeb.2021.vol8.no4.0293
Codex Alimentarius Commission. (2022). General principles of food hygiene (CXC 11969): Revised 2022.
Food and Agriculture Organization of the United Nations & World Health Organization.
Creswell, J. W., & Poth, C. N. (2024). Qualitative inquiry and research design: Choosing
among five approaches (5th ed.). Sage Publications.
Food and Agriculture Organization. (2022). Street food and food safety: Guidelines for
safe and healthy street-vended foods. FAO.
Food and Agriculture Organization. (2022). Street food and food safety: Guidelines for
safe and healthy street-vended foods. FAO.
Han, H., & Hyun, S. S. (2021). Customer retention in the restaurant industry: The roles
of food quality, service quality, perceived value, and customer satisfaction.
International Journal of Hospitality Management, 94, 102845.
https://doi.org/10.1016/j.ijhm.2020.102845
Han, H., & Hyun, S. S. (2021). Green indoor and outdoor environment as nature-based
solutions and customer responses in the restaurant industry. International Journal of Hospitality Management, 93, 102778. https://doi.org/10.1016/j.ijhm.2020.102778
Kim, Y., & Lee, S. (2022). The effects of food and beverage service quality on customer
satisfaction and revisit intention in the hospitality industry. International Journal of Hospitality Management, 102, 103169. https://doi.org/10.1016/j.ijhm.2022.103169
Kotler, P., Keller, K. L., & Chernev, A. (2021). Marketing management (16th Global ed.).
Pearson. Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management (16th Global ed.).
Pearson. Kranzbühler, A. M., Kleijnen, M. H. P., Morgan, R. E., & Teerling, M. (2020). The
multilevel nature of customer experience research: An integrative review and
research agenda. International Journal of Management Reviews, 22(4), 433–456.
https://doi.org/10.1111/ijmr.12226
Kranzbühler, A. M., Kleijnen, M. H. P., Morgan, R. E., & Teerling, M. (2023). The
multilevel nature of customer experience research: An integrative review and future
research agenda. Journal of Business Research, 154, 113327.
https://doi.org/10.1016/j.jbusres.2022.113327
Kranzbühler, A. M., Kleijnen, M. H. P., Morgan, R. E., & Teerling, M. (2020). The
multilevel nature of customer experience research: An integrative review and
research agenda. International Journal of Management Reviews, 22(4), 433–456.
https://doi.org/10.1111/ijmr.12226
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout
the customer journey. Journal of Marketing, 80(6), 69–96.
https://doi.org/10.1509/jm.15.0420
Miles, M. B., Huberman, A. M., & Saldaña, J. (2020). Qualitative data analysis: A
methods sourcebook (4th ed.). Sage Publications.
Rather, R. A. (2020). Customer experience and engagement in tourism destinations: The
experiential marketing perspective. Journal of Travel & Tourism Marketing, 37(1),
15–32. https://doi.org/10.1080/10548408.2019.1686101
Rather, R. A. (2021). Customer experience and engagement in hospitality and tourism: A
review and future research agenda. Journal of Hospitality and Tourism Insights,
4(3), 389–405. https://doi.org/10.1108/JHTI-07-2020-0134
This work is licensed under a Creative Commons Attribution 4.0 International License.
The Authors submitting a manuscript do so on the understanding that if accepted for publication, copyright of the article shall be assigned to journal jurnal hospitaliti dan pariwisata, jurnal pariwisata, jurnal hospitaliti, jhp, hospitality, Politeknik Negeri Manado as publisher of the jurnal.
Copyright encompassess exclusive rights to reproduce and deliver the article in all form and media, including reprints, photographs, microfilms, and any other similar reproductions, as well as translations. The reproduction of any part of this journal, its storage in databases and its transmission by any form or media, repdroduction of any parts of this journal, its storage in databases and its transmission by any form or media, such as electronic, electrostatic and mechanical copies, photocopies, recordings, magnetic media, etc.,
