Business Coaching: Implementation of Service Quality and Social Media Promotion Improvement in Indonesian MSMEs’ Restaurant

Abstract

This paper aims to assist an Indonesian MSME restaurant in managing its marketing activities by implementing a strategy to increase their service quality and promotion. Business coaching method, a qualitative research, was conducted for eight months to find out the actual condition and problems, and then take actions agreed by the MSME to overcome such problems. After conducting several external and internal analysis, including BMC, PESTEL, Porter's 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. Gaps analysis and pareto analysis confirms 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 MSME's promotion activities through Instagram also implemented, which successfully improve their exposure and customer engagement.