THE IMPACT OF SERVICESCAPE ON CUSTOMER SATISFACTION: CASE STUDY OF ADIEU CAFE BANDUNG

• Main Author: Jumhur, Sultan
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/76899
• Institution: Institut Teknologi Bandung

This study explores the relationship between servicescape and customer satisfaction at Adieu Cafe in Bandung, focusing on its unique ambiance and popularity. The research uses qualitative and quantitative methods to understand the impact of servicescape elements on customer satisfaction. Preliminary interviews with patrons and management provide qualitative context, while a quantitative survey with 366 respondents employs Multiple Linear Regression analysis. The findings show that Ambient Conditions, Spatial Layout, Functionality, and Signs significantly contribute to customer satisfaction. To optimize servicescape, the study recommends periodic interior updates, wall décor refreshments, rotational background music, air quality, temperature regulation, and aroma maintenance. Strategic seating arrangement and adequate directional signage are also suggested. Regular customer feedback mechanisms, such as monthly surveys, can help Adieu Cafe improve its servicescape, fostering a more engaging and gratifying environment, ultimately enhancing customer satisfaction and loyalty.