MANAGEMENT OF CUSTOMER JOURNEY AND STORE ATMOSPHERE FOR MSMES IN TANGERANG CITY IN BUILDING CUSTOMER SATISFACTION IN THE NEW NORMAL ERA

Abstract

Customers, by experience, they know more about purchasing than salespeople and they perceive themselves to have more control over the sales encounter. With increased mobility and connectivity, companies must map the customer’s path to purchase, understand customer touchpoints along the way and intervene in selecting the touchpoints that matter. The urgency of this research is to fnd out the role of the customer journey and store atmosphere that can build customer satisfaction in the new normal era for MSMEs in the Tangerang area, this study uses a digital marketing communication approach, integrated marketing communication, customer journey, store atmosphere, and customer satisfaction, the research stages The research was conducted looking for related data in the MSME data center in the Tangerang area, mapping problems, conducting observations and interviews with MSME actors to fnd out about one of them, consumer touchpoint activities in service, and well-maintained ambiance stores. case study method. The results of the study show, through mapping the consumer journey and the use of digital customer experience. First, MSME actors take steps to map the customer journey, to get typical consumers, and the interaction media used through WhatsApp Group media, and social media, as well as to fnd out consumer reactions when in contact with product brands, as well as obstacles that occur. Second, digital customer experience and consumer journey mapping provide customer satisfaction when interacting with MSME product brands, this is indicated, there is a high involvement between customers and MSMEs which is marked by repeated purchases, participating in programs carried out by ofered either through WAG or social media, as well as marketplaces.