Preferensi Konsumen pada Aktivitas Callback dan Telemarketing di Restoran Cepat Saji


  • Rida Zuraida Bina Nusantara University



consumer’s preferences, 4C, direct marketing, callback, telemarketing, fastfood restaurant


This paper is objected to proposed a model for delivery service at fast food restaurants to measure consumer’s preferences of callback and marketing activities. The model is developed using 4C concept (customer value, customer cost, customer convenience and customer communication). The concepts that used here are supported by previous researches on restaurant related to consumer behavior, and the theories of marketing activities including marketing and communications impact. For next steps, the measurement model should be implemented to see how far the reliability of the proposed model, and what improvements can be done in order to obtain a better model. The result can be used to develop strategies of callback and telemarketing activities for delivery service at fast food restaurant, which suit as as customer expectation and company’s resources.


Plum Analytics


Akbay, C., & Tiryaki, G. Y. (2007). Consumer characteristics influencing fast food consumption in Turkey. Food Control , 18 (8), 904-913.

B.S, A. M., & Nugroh, S. A. (2009, Juni 25). Demam Layanan Pesan Antar di Resto Cepat Saji. Diakses 5Maret 2012, dari Swasembada:

Batra., R., & Ahtola, O. (1991). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing Letters 2, , 159-170.

Brezen, T. S., Block, M. P., & Schultz, D. E. (1987). Consumers’ perceptions of direct marketing techniques. Journal of Direct Marketing, 38-49.

Cardello, A. V., Schutz, H., Snow, C., & Lesher, L. (2000). Predictors of food acceptance, consumption and satisfaction in specific eating situations. Food Quality and Preference , 11 (3), 201-216.

Dagevos, H. (2005). Consumers as four-faced creatures. Looking at food consumption from the perspective of contemporary consumers. Appetite , 45 (1), 32-39.

Holbrook, M., & Hirschman, E. (1982). The experiential aspects of consumption: consumer fantasies,. Journal of Consumer Research 9 , 132-140.

Kotler, P. (2005). According to Kotler. (H. Sudrajat, Trans.) Jakarta: Buana Ilmu Populer.

Kotler, P. (2003). Marketing Management. New Jersey: Prentice Hall.

Kumar, V., & Venkatesan, R. (2005). Who are the multichannel shoppers and how do they perform?: Correlates of multichannel shopping behavior. Journal of Interactive Marketing , 19 (2), 44-62.

Lavidge, R. J., & Steiner, G. A. (2000). A Model For Predictive Measurements of Advertising Effectiveness. Advertising & Society Review , 1 (1).

Mulyadi, I. (2010, June 9). Teknologi dalam Call Center. Diakses 1 Agustus 2012, dari

Nowak, G. J., & Phelps, J. (1997). Direct marketing and the use of individual-level consumer information: Determining how and when “privacy” matters. Journal of Interactive Marketing , 11 (4), 94-108.

Park, C. (2004). Efficient or enjoyable? Consumer values of eating-out and fast food restaurant consumption in Korea. International Journal of Hospitality Management , 23 (1), Pages 87–94.

Pickworth, J. (1988). Service delivery systems in the food service industry. International Journal of Hospitality Management , 7 (1), 34-62.

Stone, M., & Shaw, R. (1987). Database marketing for competitive advantage. Long Range Planning , 20 (2), 12–20.

Suryanto. (2011, Agustus 9). Lebih Aktif dengan Contact Center Avaya. Diakses 4 Juli 2012, dari






Abstract 404  .
PDF downloaded 578  .