The Psychological Effect of Uploading Food Picture on Social Media to Willingness to Dine Out

Lately, people like to capture food picture and post to social media. They share, recommend and critic the food and restaurant to other social media users. Based on exploratory research findings, this phenomenon is assumed having a relation with personality traits, self-concepts and perception of social media users. This paper aims to investigate the effect of restaurant attractiveness, personality, selfconcepts, self-control, and perception to willingness to dine out. Qualitative studies are carried out to get the indicators for designing questionnaires and afterward the questionnaires are distributed by survey. Sample size for qualitative research is 12 respondents who like to post food picture on social media and 102 social media users in Indonesia as respondents for survey. Collected data are analyzed using multivariate analysis. The finding shows that restautant attractiveness, self-concepts, and consumer perception have positive effect to consumer’s willingness to dine out after looking at the posted food picture on social media. Implication of this research can help manager of restaurant or cafe to plan marketing program based on consumer personality and other psychological concepts

The Customer Experience Framework as Baseline for Strategy and Implementation in Services Marketing

AbstractResearchers in service marketing have recently considered customer satisfaction from the viewpoint of what and how they experienced the service encounter resulting in the concept of customer experience management. Whilst several works have been developed in this area, there is still much that can be done to provide a comprehensive guide for marketers in understanding the service encounter from the point of view of customers. Building on the work of Verhoef et al's article in the Journal of Retailing (2009) and other works in the field, we propose a new customer experience framework (CEF) that focuses more centrally on the journey of the customer in experiencing the service. Our framework consists of five interacting layers: (1) Customer values, needs and wants; (2) Experiential Marketing Strategy; (3) Customer Experience Stages; (4) Accumulated Customer Experience (5) Customer Behavior Change. This differs from Verhoef et al's framework, which primarily focuses on looking at designing the optimal consumer experience from the viewpoint of the provider. We propose that the CEF will be useful both as a tool for experience creation and to analyze consumer experiences post-encounter