Proceedings of the 9th International Conference on Business, Economics, Social Sciences & Humanities – Humanities and Social Sciences Track (ICOBEST-HSS 2026)

9th International Conference on Business, Economics, Social Sciences & Humanities – Humanities and Social Sciences Track (ICOBEST-HSS 2026)

📍Bandung, Indonesia🗓️ 4 June 2026
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Visual and Verbal Communication Management: Enhancing Customer Satisfaction for Sustainable SME Development

Authors
Ria Anggraeni1, *, Desayu Eka Surya1, Melly Maulin Puwaningwulan1
1Faculty of Postgraduate Studies, Universitas Komputer Indonesia, Bandung, Indonesia
*Corresponding author. Email: ria.75525009@mahasiswa.unikom.ac.id
Corresponding Author
Ria Anggraeni
Available Online 6 August 2026.
DOI
10.2991/978-2-38476-607-9_11How to use a DOI?
Keywords
Marketing Communication; Symbolic Interaction; Sustainable SMEs; Customer Satisfaction; Unikom Canteen
Abstract

Marketing communication strategies in rejuvenating the sustainability of Small and Medium Enterprises (SMEs) in the Unikom canteen becomes the focus of this research. Using a qualitative perspective, this study explains further about the planning and organizing of visual and verbal messages as a tool for raising customer satisfaction. In-depth interviews with canteen manager as a key informant, in addition to tenant partners and customers as supporting informants fulfilling to complete the data of this research. This research issues that the sustainability of SMEs in the Unikom canteen does not only depends on the quality and taste of the products, but also on the achievement to create an emotionally connected of customers. Efficient visual symbols and personalized verbal communication provide an ongoing reliability beyond of economic transactions. The conclusion is management of meaning through appropriate communication is the center of building customer loyalty in the educational business ecosystem.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 9th International Conference on Business, Economics, Social Sciences & Humanities – Humanities and Social Sciences Track (ICOBEST-HSS 2026)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
6 August 2026
ISBN
978-2-38476-607-9
ISSN
2352-5398
DOI
10.2991/978-2-38476-607-9_11How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Ria Anggraeni
AU  - Desayu Eka Surya
AU  - Melly Maulin Puwaningwulan
PY  - 2026
DA  - 2026/08/06
TI  - Visual and Verbal Communication Management: Enhancing Customer Satisfaction for Sustainable SME Development
BT  - Proceedings of the 9th International Conference on Business, Economics, Social Sciences & Humanities – Humanities and Social Sciences Track (ICOBEST-HSS 2026)
PB  - Atlantis Press
SP  - 120
EP  - 133
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-607-9_11
DO  - 10.2991/978-2-38476-607-9_11
ID  - Anggraeni2026
ER  -