Authors : Yulinawati; Joko Suyono

Volume/Issue : Volume 10 - 2025, Issue 8 - August

Google Scholar : https://tinyurl.com/bmj7jmyt

Scribd : https://tinyurl.com/c29z5h8x

DOI : https://doi.org/10.38124/ijisrt/25aug609

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

Note : Google Scholar may take 30 to 40 days to display the article.

Abstract : This study aims to analyze the optimization of facilities and marketing strategies at the Gita Pawestri Canteen, PT PAL Indonesia (Persero), to enhance customer satisfaction and operational efficiency. Using a qualitative descriptive method, data were collected through interviews, observations, questionnaires, and documentation involving key stakeholders such as the Strategic Planning, Technology, Area, and Canteen Management divisions. Thematic analysis was conducted using NVivo software, producing coded themes, word clouds, and mind maps to explore the relationships among variables such as service quality, cleanliness, comfort, pricing, digitalization, and customer loyalty.The findings highlight that customer satisfaction is the core focus of canteen optimization. Dominant themes include service quality, digital marketing, menu variety, layout improvement, and loyalty programs. The application of the SERVQUAL model, Servicescape theory, and Technology Acceptance Model (TAM) helped interpret customer perceptions and expectations. Challenges such as inconsistent pricing, limited digital services, poor ventilation, and non-standardized tenant performance were also identified. Strategic recommendations include enhancing the physical environment (cleanliness, comfort, lighting), integrating digital systems (cashless payment, digital menus, customer reviews), menu innovation, loyalty programs, and improving staff professionalism. These efforts are expected to not only improve service quality and customer experience but also support employee welfare, increase customer retention, and strengthen the institutional brand image. This research contributes to the development of sustainable and competitive canteen management practices in state-owned enterprises.

Keywords : Canteen Management, Service Quality, Digital Marketing, Customer Satisfaction, Facility Optimization, Nvivo Analysis, Institutional Food Services.

References :

1. Zainuddin, M., Nuraini, L., & Hartati, E. (2021). Manajemen Fasilitas Penunjang di Lingkungan Kerja: Studi Kasus Kantin Perusahaan. Jurnal Manajemen dan Organisasi, 8(1), 58–66.
2. Putri, A. R., & Handayani, S. (2022). Tren Konsumsi Sehat dan Implikasinya terhadap Manajemen Kantin Sekolah. Jurnal Gizi dan Pangan, 14(1), 34–42.
3. Widodo, A., & Santoso, H. (2020). Preferensi Generasi Milenial terhadap Layanan Kantin Digital. Jurnal Manajemen dan Pemasaran, 11(2), 77–88.
4. Kementerian Kesehatan RI. (2024). Petunjuk Pelaksanaan Program Makan Bergizi Gratis (MBG). Jakarta: Kemenkes RI. 
5. Etikan, I., Musa, S. A., & Alkassim, R. S. (2016). Comparison of Convenience Sampling and Purposive Sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1–4.
6. Bazeley, P., & Jackson, K. (2013). Qualitative Data Analysis with NVivo (2nd ed.). SAGE Publications.
7. Patton, M. Q. (2002). Qualitative Research and Evaluation Methods (3rd ed.). SAGE Publications.
8. Woolf, N. H., & Silver, C. (2018). Qualitative Analysis Using NVivo: The Five-Level QDA Method. Routledge.
9. Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
10. Schiffman, L. G., & Wisenblit, J. L. (2015). Consumer Behavior (11th ed.). Pearson Education.
11. Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2009). Services Marketing: Integrating Customer Focus Across the Firm (5th ed.). McGraw-Hill.
12. Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008
13. Bitner, M. J. (1992). Servicescapes: The Impact of Physical Surroundings on Customers and Employees. Journal of Marketing, 56(2), 57–71. https://doi.org/10.1177/002224299205600205
14. Tjiptono, F. (2014). Strategi Pemasaran (4th ed.). Yogyakarta: ANDI.
15. Bryson, J. M., Crosby, B. C., & Stone, M. M. (2006). The Design and Implementation of Cross‐Sector Collaborations: Propositions from the Literature. Public Administration Review, 66(s1), 44–55. https://doi.org/10.1111/j.1540-6210.2006.00665.x
16. Grönroos, C. (2007). Service Management and Marketing: Customer Management in Service Competition (3rd ed.). Wiley.
17. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), 12–40.
18. Namkung, Y., & Jang, S. (2007). Does Food Quality Really Matter in Restaurants? Its Impact on Customer Satisfaction and Behavioral Intentions. Journal of Hospitality & Tourism Research, 31(3), 387–409. https://doi.org/10.1177/1096348007299924
19. Chaffey, D., & Smith, P. R. (2020). Digital marketing excellence: Planning, optimizing and integrating online marketing (6th ed.). Routledge.
20. Chandra, Y. U. (2021). Gamification in services: Enhancing customer experience and loyalty. Journal of Service Innovation, 12(1), 45–58.
21. Pine, B. J., & Gilmore, J. H. (1999). The experience economy: Work is theater & every business a stage. Harvard Business Review Press.
22. I.S. Jacobs and C.P. Bean, “Fine particles, thin films and exchange anisotropy,” in Magnetism, vol. III, G.T. Rado and H. Suhl, Eds. New York: Academic, 1963, pp. 271-350.
23. K. Elissa, “Title of paper if known,” unpublished.
24. R. Nicole, “Title of paper with only first word capitalized,” J. Name Stand. Abbrev., in press.
25. Y. Yorozu, M. Hirano, K. Oka, and Y. Tagawa, “Electron spectroscopy studies on magneto-optical media and plastic substrate interface,” IEEE Transl. J. Magn. Japan, vol. 2, pp. 740-741, August 1987 [Digests 9th Annual Conf. Magnetics Japan, p. 301, 1982].
26. M. Young, The Technical Writer’s Handbook. Mill Valley, CA: University Science, 1989.