Role of Digitalization in Elevating Marketing and Business Performance

Abstract

Service businesses place great importance on the human element. Services in general are intangible and cannot be fully owned by consumers. From the data above, it can be said that many outlets do not necessarily have high consumption value either. Service quality is the best matrix for evaluating consumer satisfaction in comparison between expectations and perceptions of service. If not controlled, this can have a negative impact on the company, because many customers feel dissatisfied. This is the basis for consumers to be able to buy products or services from the same place repeatedly and not switch to other competing companies.