THE INFLUENCE OF SERVICESCAPE TOWARDS CUSTOMER SATISFACTION: A CASE STUDY OF STARBUCKS PVJ BANDUNG

• Main Author: Yosi, Stephanie
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/35147
• Institution: Institut Teknologi Bandung

Starbucks branch PVJ, a coffee shop which is located in Bandung, is classified as one of the largest coffee shops from America and the biggest one in Bandung, and is popular in Indonesia with many branches. Just like the conditions in other coffee shops, Servicescape in the coffee shop industry plays an important role for the development of the coffee shop service and customer satisfaction. According to the Manager of Starbucks PVJ Bandung, Servicescape at the Starbucks PVJ branch needs to be developed for the benefit of customer satisfaction. Therefore, the purpose of this study was to help Starbucks PVJ overcome the problem and improve the overall quality of Servicescape by implementing Servicescape theory which is related to the theory of customer satisfaction. Analysis uses qualitative method for preliminary interview on Starbucks PVJ customers and manager, and quantitative method by questionnaire filled out by 206 respondents. Responses from respondents are analyzed using Multiple Linear Regression analysis on SPSS 22. The findings of this study are (1) All aspects of Servicescape, namely Ambient Conditions, Spatial Layout and Functionality, and Signs, Symbols, and Artifacts at Starbucks PVJ have positive and significant effect on customer satisfaction. The recommendation to develop Servicescape to generate customer satisfaction is by providing and replacing interiors, wall decorations, background music once in a period of a month, keeping Starbucks PVJ comfortable in terms of air quality, room temperature and aroma, providing a table and chair layout that is organized and in sufficient quantities, also to add more signs for directions. In terms of improvements in customer satisfaction, Starbucks is encouraged to listen to complaints and suggestions from customers by conducting customer surveys once in a period of a month.