THE INFLUENCE OF SERVICESCAPE AND SERVICE QUALITY ON CUSTOMER SATISFACTION AND REPURCHASE INTENTION AT ONE EIGHTY CAFE IN BANDUNG

• Main Author: Mukti Al Gifari, Armayoga
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/49522
• Institution: Institut Teknologi Bandung

Servicescape and service quality play important roles in the sustainability of hospitality industry, particularly in Bandung restaurant business. One-Eighty Café is located in the heart of Bandung Tourist Area, which has to deal with tight competition, leading to a focus on improving these factors. This study aims to help One Eighty café to overcome the problem and retain its customers by improving servicescape and service quality, leading to customer satisfaction and repurchase intention. Observation and qualitative methods are used for the preliminary data with One Eighty café customers, followed by a quantitative method by questionnaire, which is completed by 291 respondents. Quantitative data is analyzed with SEM analysis. The findings of this study show a positive relationship between servicescape (i.e. ambient conditions, spatial layout and functionality, signs symbols, and artefacts, and cleanliness) and service quality (i.e. tangible, reliability, responsiveness, assurance, and empathy) influence on customer satisfaction and repurchase intention. The recommendations respond on specific elements that management should focus on in order to save costs and maximize customer satisfaction to retain customers