SUSANTO, Fadly Ferdhian (2018) The Influence of Service Scape and Service Encounter on Consumer Emotion, Perceived Service Quality, and Consumer Satisfaction (Study on Warunk Up Normal Purwokerto Consumer). Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

The emergence of the restaurant allows people to not have to cook for themselves. In restaurant, consumer enable to get some food and baverage to full fill their needs. Recently, many kind of restaurant that offer pleasant service include the interior decoration as well as the exterior are attractive and also put forward the good service by relying on a quality waiter. This kind of service is called as service environment (servicescape and service encounter) where the restaurant offer pleasant servicescape and service encounter to influence positive consumer emotion for satisfying consumer for satisfying consumer because of the consumer perceived service quality will increase. This new way of pleasant service environment has the potential for greater impact on consumer. Therefore, the aim of this research is to know the effect that servicescape and service encounter in restaurant on consumers’ emotion (pelasure and arousal), perceived service quality, and consumer satisfaction. The research methodology used for this study is a case study with survey research method. Convenience sampling technique derived from nonprobability sampling techniques are used for sample selection. The sample of this research is 257, from people who have visited Warunk Upnormal Purwokerto. Statistical software SPSS and AMOS is used to analyze the data. The findings in this area will help Warunk Upnormal Purwokerto and other marketers to reach out its potential customers and align their marketing effort in efficient way by pay attention on the marketing policies about Servicescape and service encounter. The limitations of the research is some respondents not read and answer the question clearly and made it not represent their exact perception.

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