21
stated
that
“
Most
of
customer
doesn’t complain about
food
taste
of
Pizza
Marzano but they complain
more about the service
from the personnel”.
Thus, a
well-managed restaurant devote special care to selecting,training and motivating
the personnel who will be responsible for serving the consumers.
2.4.6 Physical Evidence
The physical evidence consists of the appearance of visible cues such as interior
furnishing,
table
and
chair
layout, Air
Conditioner(AC)
together
with
the
scents/aroma, music background and color as well. A restaurant needs to manage
the physical evidence carefully to
give a
good
impact
for customer’s
impression
or perception.
2.4.7 Process
The
process of
7P’s
service
marketing
would
be
described
more
detail
using
an
Experiential Marketing theory. According
to
Schmitt
Berndt(1999),
Experiential
marketing
is
defined
as
an
approach
in marketing
that
deals
with
customer
experiences
and
to
enhance
a
consumer’s
personal
and
emotional
association
with a product or brand. Schmitt
Berndt(1999) stated
that customer’s experience
is affected by several modules at below:
•
Sense
The ‘Sense’
module appeals to
the sense with the objective of
creating
sensory
experiences
through
five
senses
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