THE IMPACT OF TOWARDS REVISIT INTENTION THROUGH CUSTOMER’S SATISFACTION IN SELARAS RESTAURANT

• Main Author: Dwi Glory Septiana, Michelle
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77289
• Institution: Institut Teknologi Bandung

In the landscape of today’s business environment, the pursuit of profit has become intricately intertwined with the concept of customer satisfaction. Customer satisfaction plays a crucial role in influencing positive behavioral outcomes, including customer loyalty and revisits, which holds significant importance in business operations. The restaurant sector also recognizes the importance of customer satisfaction, acknowledges that contented customers are more likely to become loyal patrons, thereby substantially enhancing both the revenue and profitability of dining establishments. One of the companies operating in the restaurant industry in the vibrant city of Bandung, Indonesia is Selaras Restaurant. Selaras wishes to expand its customer base to include Generation Z aged between 13 and 28 to be their loyal customer. Selaras recognizes the need to address their preferences and expectations. Preliminary research involving interviews with Generation Z individuals who had visited Selaras once revealed that the primary reason they were unwilling to return was dissatisfaction with the restaurant's interior. Their feedback highlighted a gap between Selaras' desired ambiance and Generation Z's preferences, characterized by outdated themes and lack of authenticity. Bitner (1992) coined the specific term of this idea of restaurant atmosphere, which is Servicescape. Servicescape refers to the ambient conditions and physical setting in which services are provided in consumer-oriented settings. To bridge this gap, this study aims to identify the key physical servicescape factors that drive customer satisfaction and revisit intention for Generation Z. This research is conducted through quantitative approach by questionnaires towards Selaras Restaurant’s Gen Z customers. This research used PLS-SEM to assess the questionnaire results. The result indicates that one of the physical dimensions of servicescape which is Signs/Symbols/Artifacts have a positive influence on customer’s satisfaction and customer’s satisfaction have a positive influence on revisit intention. A mediating test is implemented which resulted that customer satisfaction acts as a partial mediator between signs/symbols/artifacts and revisit intention. These findings are expected to give insight to develop better strategies to Selaras Restaurant in implementing servicescape in their restaurant. Due to research limitations, future research is expected to include more factors and samples to better explain the revisit intention factor in restaurant.