The findings are particularly relevant as experience-based businesses continue to grow. Photoboxes are no longer simply places to take and print photos. For many customers especially young people and Generation Z they have become spaces to capture memories with friends, family, or partners. In this setting, the quality of interaction between employees and customers can influence whether the overall experience feels enjoyable, comfortable, and worth repeating.
CABOX Surabaya is one of the photobooth services operated by WithCabox in Indonesia. The Surabaya branch is located in the Pasar Tunjungan area and has a studio capable of accommodating up to 30 people. The service primarily targets young customers and Generation Z, who seek interactive and aesthetic ways to document special moments. Visitor data recorded during the study showed that customer traffic was generally higher on weekends. CABOX recorded 61 visitors on June 6, 2026, and 47 visitors on June 7.
As customers interact directly with employees throughout the service process, communication becomes an important part of the customer experience. Customers may need instructions on how to use the photobox, assistance with technical problems, or support when something goes wrong during a photo session.
To understand these experiences, Samantha Syebat Sumaraw, Yenny, and Nur’annafi used a qualitative descriptive approach. The researchers interviewed 10 CABOX customers aged 18 to 29 and observed interactions during the service process. The collected information was then analyzed to identify patterns in customer experiences and understand how employee communication contributed to customer satisfaction.
The study identified five key elements of interpersonal communication that helped shape customer satisfaction.
Clear Information Helps Customers Feel More Confident
Customers felt more comfortable when employees explained how to use the photobox clearly and in detail. Such explanations helped reduce confusion, particularly when customers encountered difficulties or wanted to retake their photos.
One customer said CABOX employees provided clear explanations and assisted when difficulties occurred during the retake process. The finding suggests that informative communication can turn a potentially frustrating situation into a positive service experience.
Empathy Makes Customers Feel Cared For
The role of employees extended beyond simply giving instructions. Customers also valued employees’ willingness to understand their difficulties and provide assistance until problems were resolved.
Interview responses indicated that guidance and personal assistance during the photobox process made customers feel more comfortable. When employees respond to customer difficulties with attention and support, customers are more likely to feel that their needs are genuinely being taken seriously.
Friendly Interaction Creates a Relaxed Atmosphere
Friendliness emerged as one of the most noticeable aspects of the CABOX service experience. Customers described employees as approachable, friendly, and capable of creating a relaxed atmosphere.
One customer said interactions with CABOX employees could feel like talking to friends. Warm communication and humor helped reduce awkwardness and made customers feel more comfortable inside the studio. According to the study, this positive atmosphere contributed to customer satisfaction.
Equal Treatment Strengthens Customers’ Sense of Being Valued
Customers also emphasized the importance of fair treatment. Most interviewees said they did not observe differences in the way customers were served.
Customers reported that everyone was welcomed in a friendly manner and received equal treatment. This sense of fairness helped create the perception that CABOX provided a respectful and reliable service experience.
Satisfaction Encourages Customers to Recommend CABOX
The impact of effective communication extended beyond the immediate service experience. Satisfied customers also showed a willingness to recommend CABOX to people around them.
Customers considered not only the quality of the camera and printed photos but also the friendliness of employees, the comfort of the studio, and the support provided during the photo session. One participant said they would recommend CABOX because of its good photo results, comfortable environment, and aesthetic experience.
This finding highlights the role of positive word-of-mouth. When customers feel comfortable, respected, and satisfied, they may become informal promoters of the business by recommending it to friends and relatives.
Overall, all 10 participants reported that interpersonal communication played a positive role in their satisfaction. The five aspects examined openness, empathy, supportiveness, positivity, and equality—were found to be reflected in the service interactions at CABOX.
The findings offer an important lesson for businesses operating in the experience-based service sector. High-quality products and facilities remain important, but human interaction can significantly influence how customers remember a service.
For business owners, the study suggests that employee training should go beyond technical skills. Communication skills should also become part of service standards. Employees who can explain services clearly, respond empathetically, offer assistance, and treat customers equally can help build trust and increase the likelihood that customers will return.
The researchers also noted that the study was limited to one CABOX branch and a relatively small number of informants. Future research could involve more customers and compare CABOX branches in different cities. Other factors, including pricing, facilities, atmosphere, photo quality, and social media influence could also be examined to provide a broader understanding of customer satisfaction in the growing photobox industry.
Author Profile
Samantha Syebat Sumaraw is the lead author of the study and is affiliated with Universitas Dr. Soetomo. The research was co-authored by Yenny, S.Sos., M.Si., and Dr. Nur’annafi FSM, M.I.Kom. Their study focuses on service communication, interpersonal communication, customer satisfaction, and service quality.
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