PENGARUH SERVICESCAPE DAN KUALITAS LAYANAN TERHADAP KEPUASAN KONSUMEN DAN DAMPAKNYA TERHADAP WORD OF MOUTH STUDI KASUS : POST SHOP COFFEE TOFEE DI KOTA BOGOR
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Abstract
The increasing number of coffee shops in resto industry has brought about intense
competition in the industry. This study aims to analyze the effect of servicescape
and service quality on customer satisfaction and word of mouth. The study adopts
a survey design. Data were collected from 100 customers Post Shop Coffee Toffee
Bogor City. Data analysis employed SPSS version 26 Path analysis was employed
in this study. Results indicated that in path 1, servicecape and service quality had
signigicant effect on customer satisfaction with the former one to have sinficant
effect on satisfaction. In path 2, customer satisfaction was found to have significant
effect on word of wouth. In all, the proposed model accounted for 89.5 percent of
the variation in word of mouth. The use of cross-sectional data makes it impossible
to study how customers’ perceptions change over time. Results from this study
could, however, help managers of Post Shop Coffee Toffee Bogor City in
designing strategies aimed at improving customer satisfaction and word of mouth
in order to consolidate their market share.
Article Details
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