Customer Relationship Management Strategies in Coffee Shops: A Literature-Based Analysis of Kopi Kenangan
DOI:
https://doi.org/10.62123/enigma.v3i2.168Keywords:
Customer Relationship Management (CRM), Customer Loyalty, Kopi Kenangan, Mobile ApplicationAbstract
This study presents a literature-based analysis of Customer Relationship Management (CRM) strategies in coffee shops, with a particular focus on Kopi Kenangan as a prominent coffee chain in Indonesia. The study aims to identify how CRM practices are reflected in both physical store experience and digital customer engagement through the brand’s mobile application, and to examine how these practices may relate to customer satisfaction and loyalty. The research employed a descriptive qualitative literature review by analyzing scholarly journal articles, conference proceedings, and relevant secondary reports. The reviewed literature suggests that integrated CRM practices in coffee shops commonly operate through two complementary channels: in-store relationship building and digital relationship management. In-store factors such as servicescape, service quality, and customer-friendly facilities are consistently associated with positive customer experiences, while digital features such as mobile ordering, loyalty mechanisms, and promotional communication may enhance convenience, engagement, and repeat purchase intention. In the context of Kopi Kenangan, the available literature indicates that the combination of offline and online CRM strategies is likely to support customer relationship development and brand loyalty. This study concludes that the integration of service experience and digital engagement represents an important CRM approach in the contemporary coffee shop industry, while also highlighting the need for future empirical studies to validate these patterns more directly.
Downloads
References
[1] M. Nilashi et al., “The nexus between quality of customer relationship management systems and customers’ satisfaction: Evidence from online customers’ reviews,” Heliyon, vol. 9, no. 11, art. e21828, 2023, doi: 10.1016/j.heliyon.2023.e21828.
[2] Z. Soltani, B. Zareie, F. S. Milani, and N. J. Navimipour, “The impact of the customer relationship management on the organization performance,” Journal of High Technology Management Research, vol. 29, no. 2, pp. 237–246, 2018, doi: 10.1016/j.hitech.2018.10.001.
[3] B. Ramaseshan, D. Bejou, S. C. Jain, C. Mason, and J. Pancras, “Issues and perspectives in global customer relationship management,” Journal of Service Research, vol. 9, no. 2, pp. 195–207, 2006, doi: 10.1177/1094670506293574.
[4] F. Sinta, P. Lumbanraja, and B. K. F. Sembiring, “The impact of brand trust and perceived quality on brand loyalty in mediation customer satisfaction: A case study of Kopi Kenangan consumers in Medan City,” International Journal of Educational Review, Law and Social Sciences, vol. 3, no. 5, pp. 1555–1571, 2023, doi: 10.54443/ijerlas.v3i5.1043.
[5] H. Adawiyah, A. Nova, and S. N. Best, “Exploring customer loyalty through user experience and customer satisfaction on Kopi Kenangan mobile app,” Liaison Journal of Best, vol. 2, no. 1, pp. 1–9, 2023.
[6] M. B. Ginting, A. N. Lubis, and B. K. F. Sembiring, “The Influence of Servicescape and Brand Image on Consumer Loyalty with Consumer Satisfaction as an Intervening Variable at The Coffee Crowd Medan,” International Journal of Research and Review, vol. 9, no. 8, pp. 483–503, 2022, doi: 10.52403/ijrr.20220841.
[7] X. Shen and B.-R. Bae, “The Effect of Coffee Shop’s Servicescape on the Customer Loyalty - Focused on Jeonju Area,” Journal of Industrial Distribution and Business, vol. 9, no. 3, pp. 89–98, 2018, doi: 10.13106/ijidb.2018.vol9.no3.89.
[8] R. Alfiansyah, R. A. Pamungkas, and S. Bakhri, “Enhancing Customer Loyalty: Optimizing Barista and Store Atmosphere for Increased Customer Satisfaction,” International Journal of Social Service and Research, vol. 4, no. 1, pp. 1–14, 2024, doi: 10.46799/ijssr.v4i01.657.
[9] M. Lubis and C. Wardana, “Analysis of Customer Satisfaction in Go-Food Services: Customer Relationship Management,” in 2020 8th International Conference on Cyber and IT Service Management (CITSM), 2020, doi: 10.1109/CITSM50537.2020.9268855.
[10] M. Lubis, A. R. Lubis, S. H. Pratiwi, and D. P. Yuherisna, “Customer Satisfaction Assessment Coffee Roaster Restaurant using SERVQUAL: Utilization of Customer Relationship Management (CRM) Application,” in Proceedings of the 2021 4th International Conference on Data Storage and Data Engineering (DSDE), 2021, pp. 85–92, doi: 10.1145/3456146.3456160.
[11] Prasetyo, Y.A. and Lubis, M. (2020) ‘Smart City Architecture Development Methodology (SCADM): A Meta-Analysis Using SOA-EA and SoS Approach’, SAGE Open, 10(2), pp. 1–14. Available at: https://doi.org/10.1177/2158244020919528.
[12] Syafiera, T., Lubis, M., Witjaksono, R.W. and Anggana, H.D. (2019) ‘The Means of Engagement (MOE) Model of the Agreement towards the Enterprise Resource Planning (ERP) Implementation’, in 2019 Fourth International Conference on Informatics and Computing (ICIC), pp. 1–6. Available at: https://doi.org/10.1109/ICIC47613.2019.8985900.
[13] Lubis, M., Kartiwi, M. and Zulhuda, S. (2017) ‘Privacy and Personal Data Protection in Electronic Voting: Factors and Measures’, TELKOMNIKA (Telecommunication Computing Electronics and Control), 15(1), pp. 512–521. Available at: https://doi.org/10.12928/TELKOMNIKA.V15I1.3804.
[14] Nurindasari, S., Aprilliani, C., Panduwiyasa, H., Perestroika, G.D., Suryana, M.H., Puspitasari, W., Siagian, I.O., Simarmata, J., Lubis, M. and Hernawati, R. (2025) Keselamatan Kerja dan Kesehatan Mental. Yayasan Kita Menulis.
[15] Safitra, M.F., Alhari, M.I., Putri, D.P., Lubis, M., Fakhrurroja, H. and Praditha, V.S. (2023) ‘Metaverse Trend: Definition, Application, Opportunities, Law, and Ethics’, in 2023 IEEE International Conference on Computing (ICOCO), pp. 160–165. Available at: https://doi.org/10.1109/ICOCO59262.2023.10397864.
[16] Safitra, M.F., Lubis, M., Lubis, A.R. and Alhari, M.I. (2024) ‘The Need for Energy-Efficient Networks: A Review of Green Communication Systems and Network Architectures’, in Intelligent Sustainable Systems (WorldS4 2023), Lecture Notes in Networks and Systems, vol. 803, pp. 127–136. Available at: https://doi.org/10.1007/978-981-99-7569-3_11.
[17] Lubis, M., Ananza, H.H.R. and Suryoputro, F.D. (2020) ‘Analysis and Design of Policy and Standard Operating Procedure (SOP) for Information Technology in the Communication and Information Services Department’, in 2020 6th International Conference on Interactive Digital Media (ICIDM), pp. 1–7. Available at: https://doi.org/10.1109/ICIDM51048.2020.9339659.
[18] Maulana, F., Fajri, H., Safitra, M.F. and Lubis, M. (2023) ‘Unmasking log4j’s Vulnerability: Protecting Systems against Exploitation through Ethical Hacking and Cyberlaw Perspectives’, in 2023 9th International Conference on Computer and Communication Engineering (ICCCE), pp. 311–316. Available at: https://doi.org/10.1109/ICCCE58854.2023.10246082
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Sekar Tamara Indhira, Muharman Lubis, Muhammad Naufal Wirawan, Sekar Tiara Citra Maharany, Ratandi Fauzan
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
