Pengaruh elemen servicescapes terhadap kepuasan pelanggan pusat membeli-belah

Abstract

Shopping mall is a commercial property which is often visited by public whose primary function not only markets the products, but also involved the service concept. The concept of service-oriented is the main trading activities. Therefore, the facilities manager is required to emphasize the system service to ensure customer satisfaction. Servicescapes is noteworthy as it is one of the factors that can attract the customers or can make them keep away from visiting the mall based on ambient conditions, layout and function space, and symbols and artifacts. Among the issues arise are unappealing atmosphere, the condition of internal facilities, lack of parking and disable facilities, unattractive arrangement layout, and fewer attractions and characterless of landscape and theme. Thus, the purpose of this study is to identify the influences of shopping mall’s servicescapes through customer satisfaction. Besides that, this study also aims to recognize the difference of customer satisfaction through shopping mall’s servicescapes towards various types of shopping malls and to determinate elements of servicescapes by types based on customer satisfaction. Questionnaires were used to collect the data at five different concept of shopping malls with the total respondents of 419. The data were analyzed using descriptive analysis and Analysis of Variance. The results obtained show that servicescapes elements such as ambient factors and symbols and artifacts are at a high satisfaction level while the elements in the layout and functionality factors recorded moderate level of satisfaction. Shopping malls in different types produce different levels of satisfaction. There are different levels of satisfaction on servicescapes between different types of shopping malls.