Emotional Bonding in Coffee Shops Toward Society 5.0

Abstract

This study describes the changing trends in coffee shops with the 5.0 approach, which no longer relies on promotional location strategies, but on strengths in social media and customer experience at coffee shops. The purpose of this study is to find out the social media content uploaded on Instagram and customer service in coffee shops to form an emotional bond, in the end, resulting in trust and commitment with customers. This study uses a virtual ethnographic approach. The results of emotional research between customers and coffee shops show that customers repeatedly come to the coffee shop because they miss the atmosphere of the coffee shop, chat waiting for the coffee to be brewed, and unite when the coffee shop opens/closes. Research also found that coffee shops provide Wi-Fi facilities with large quotas and rely on the storytelling power of Instagram content and special treatment for consumers when serving. All of those strengthen customers' trust and commitment to return. From the results of this study, a model can show the emotional bonding process in Society 5.0. The limitations of this study are limited to describing the process of emotional bonding that occurs in coffee shops; further research can measure how much influence emotional bonds have on coffee shop customer loyalty.