Optimalisasi Layanan Pelanggan Toko Tradisional: Inovasi Toko Muklis di Kota Bengkulu dalam Menghadapi Perubahan Pasar

Abstrak

The advancement of technology and digitalization has transformed consumer behavior, forcing traditional stores to adapt in order to remain competitive. Toko Muklis, a traditional store located in Bengkulu City, has implemented various modern service innovations to address these challenges. The innovations include: a money exchange service, which facilitates customers in obtaining small denominations for daily transactions while providing a practical solution for small traders around the store; electronic payment options, enabling transactions via digital wallets or bank transfers, meeting the needs of consumers who are increasingly accustomed to cashless payments in the digital era; free delivery services, offering convenience by delivering goods directly to customers' homes, especially benefiting the elderly, busy professionals, or those purchasing in bulk; and a self-service system, allowing customers to shop by selecting and retrieving items independently, creating a more flexible shopping experience akin to modern store concepts without losing the traditional atmosphere. This study aims to analyze the impact of these innovations on competitiveness and customer loyalty. Data were collected through customer surveys, interviews, and direct observations using a mixed-methods approach. The results reveal that these service innovations enhance customer satisfaction, strengthen loyalty, and provide a competitive edge for Toko Muklis in an increasingly competitive market. The findings indicate that adopting modern strategies can help traditional stores maintain their relevance in the digital era.