Proceedings of the 5th Bandung Creative Movement International Conference on Creative Industries 2018 (5th BCM 2018)

How is Customer Value Created through Design Strategy? Case Study of Serasa Salad Café

Authors
Bijaksana Prabawa, Ahmad Majid, Didit Widiatmoko
Corresponding Author
Bijaksana Prabawa
Available Online July 2019.
Keywords
Design Strategy, Value Creation, cullinary industry, Serasa Salad Cafe
Abstract
Increasing the number of tourist arrivals triggered the development of the culinary industry in the city of Bandung. Until 2016 estimated the number of cafes & restaurants in the city of Bandung reached 2000 companies. The more choice alternatives cause each consumer to be more selective in choosing restaurant & café. This condition indirectly increases the intensity of competition in the culinary industry. Only cafes and restaurants can provide the highest value that can be a priority in customer purchasing decisions. Past research suggests that design can be a tool to create and deliver value to customers. This study examines how the design is used in the creation of value in one of the cafes in Bandung, namely Serasa Salad. As the object of research in this study, Serasa Salad Cafe was chosen because it is one of the start-up culinary that managed to create value through the design strategy in its business development. This research uses qualitative research method with case study approach. Method of data collection is done through literature study, observation, and interview. The results of this study can be a reference to how design strategies are used by small and medium-sized enterprises in creating customer value
Open Access
This is an open access article distributed under the CC BY-NC license.

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Proceedings
5th Bandung Creative Movement International Conference on Creative Industries 2018 (5th BCM 2018)
Part of series
Advances in Social Science, Education and Humanities Research
Publication Date
July 2019
ISBN
978-94-6252-748-5
ISSN
2352-5398
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Bijaksana Prabawa
AU  - Ahmad Majid
AU  - Didit Widiatmoko
PY  - 2019/07
DA  - 2019/07
TI  - How is Customer Value Created through Design Strategy? Case Study of Serasa Salad Café
BT  - 5th Bandung Creative Movement International Conference on Creative Industries 2018 (5th BCM 2018)
PB  - Atlantis Press
SN  - 2352-5398
UR  - https://www.atlantis-press.com/article/125910922
ID  - Prabawa2019/07
ER  -