THE IMPACT OF SERVICESCAPE AND IMAGE PERCEPTION OF CUSTOMERS ON BEHAVIORAL INTENTIONS: A CASE STUDY OF CAFÉ INDUSTRY IN KOTA BANDUNG

• Main Author: YUSANTA AYU (NIM 19014015), KARINA
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/22759
• Institution: Institut Teknologi Bandung

Café industry in Kota Bandung is now rapidly facing strong competition among its business players as the number of cafés in Kota Bandung is significantly increased time by time. This condition requires café businesses to strategically manage their business in order to attract customer by their differentiation and survive on the industry. One of aspects that can be maximized also for differentiation is the environment dimensions as known as the servicescape. However, it is still questioned if managing servicescape really give positive impacts toward overall business image perceived by the customers that may lead them to behavioral intentions,especially revisit intention and word of mouth. This study aims to explore how servicescape and <br /> <br /> business image perception of customers affect behavioral intentions by taking study of café industry in Kota Bandung. The primary data is gathered through questionnaire and the total number of respondents data used in this study is 150 data. All of the respondents’ data are performed and analyzed by descriptive analysis and Partial Least Square – Structural Equation Modeling (PLS-SEM) algorithm. This study found that servicescape, which consist of substantive and communicative <br /> <br /> staging, positively affects overall business image perceived by customers. Communicative staging of servicescape becomes stronger variable to reach overall business image, compared to substantive staging of servicescape. Moreover, positive business image perception of customers plays crucial roles in creating positive behavioral intentions, which are revisit intention and word of mouth.