Beatrice Hillary Sinawang
ABSTRACT
This study examines value proposition enhancement and customer engagement techniques in the context of the integration of mobile applications in small scale start up coffee chains. Startups do not have the same resources and infrastructure for extensive technological integration, like well-established chains, thus operating in unique segment of the industry. The study investigates the transformative influence of mobile applications ordering platforms on customer interactions, and operational efficiency. Specifically, the value proposition, as most mobile applications offer similar promises all centered around convenience, encapsulated in the phrase “Use the App, Skip the Queue”. Process Chain Analysis identified the difference of direct interaction for offline orders and the surrogate interactions of application orders, is the root of operational issues, causing frustration in the ordering process. This finding acts as the foundation for the multi-criteria decision tree to assist in selecting the appropriate solution, through calculated weighted score. The solutions selected through this method were kitchen display system, and QR tracking system both scoring 4.64 and 4.84 respectively. UML diagrams were used to provide visual representation for the concepts, to aid in comprehension of how the concept should be implemented and used in the store. The outcomes highlight how the solutions improve operational efficiency and customer satisfaction through transparency. The study is simply a concept, which has not been tested and all conclusions have been based on heuristic from previous implementation of similar solutions in restaurants and other food and beverage chains.
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Index Terms
- Optimizing Value Proposition and Customer Engagement in Mobile Applications: Using UML with Process Chain Analysis
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