Aptisi Transactions on Technopreneurship (ATT) P-ISSN: 2655-8807

Vol. 4 No. 1 March 2022 E-ISSN: 2656-8888

Analysis of The Effect of Servicescape and Service

Quality on Customer Satisfaction at Post Shop Coffee
Tofee in Bogor City

Riani Yunita1, Muchsin S. Shihab2, Dendy Jonas3, Hendriyati Haryani4, Yochebed

Anggraini Terah 5

Bakrie University, Indonesia1,2

University of Raharja, Indonesia3,4,5

e-mail: [email protected],[email protected], [email protected],

[email protected], [email protected]

Yunita, R. ., Shihab, M. S. ., Jonas, D., Haryani, H. ., & Anggraini Terah , Y. . (2022).

Analysis of The Effect of Servicescape and Service Quality on Customer Satisfaction at
Post Shop Coffee Tofee in Bogor City. Aptisi Transactions on Technopreneurship (ATT),
4(1), 69–77.
DOI: https://doi.org/10.34306/att.v4i1.222

Abstract

This study aims to determine how servicescape and service quality affect customer
satisfaction and word of mouth. This research is based on customer satisfaction as a
benchmark for business continuity that can have an impact on marketing, with pre-survey
results based on visitor testimonials from 20 people interviewed, as many as 55% of
consumers are dissatisfied with servicescape and as many as 45% of consumers are
dissatisfied with quality. service and only as much as 40% whose satisfaction affects word of
mouth. This research was conducted at Post Shop Coffee Toffee Bogor City, with a total of
100 respondents with two equations, namely equation I Y1 = PY1X1 + PY1X2 + є1 and
equation II: Y2 = PY2X1 + PY2X2 + PY2Y1 + є2. The analysis used in this research begins
with the classic assumption test in the form of normality test and heteroskedasticity test, path
analysis with t test; f test; and codetermination test and coefficient test between variables. The
results showed that in the normality test for equation I and equation II, the value of sig. > 0.05
means that the data residuals are normally distributed. Equations I and II do not occur
heteroskedasticity, that is, they are not patterned regularly and spread above and below the
number 0. The T test for equation I obtained a calculated T value of 3.885 and 5,279 greater
than T table 1985, the sig value of 0.000 less than 0.05 means that H0 is rejected and H1 is
accepted, it means that both servicescape and service quality have an influence on customer
satisfaction. The F test for the servicescape variable and service quality obtained the
calculated F value of 88,319, greater than the F table of 3.090 and the sig 0,000 value smaller
than 0.05, meaning that H0 is rejected and H1 is accepted. The contribution of the influence of
X1 servicescape and X2 service quality on Y1 customer satisfaction amounted to 64.6%. T
test for equation II, it is obtained that the value of T count is greater than T table 1.985, the sig

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Copyright © 2022 Riani Yunita1, Muchsin S. Shihab2, Dendy Jonas3, Hendriyati Haryani4,
Yochebed Anggraini Terah 5
This work is licensed under a Creative Commons Attribution 4.0 (CC BY 4.0)
Aptisi Transactions on Technopreneurship (ATT) P-ISSN: 2655-8807
Vol. 4 No. 1 March 2022 E-ISSN: 2656-8888

value of 0.000 is less than 0.05, which means that service quality and customer satisfaction
have an influence on word of mouth on consumers of Post Shop Coffee Toffee in Bogor City.
The F test for the servicescape variable, service quality and customer satisfaction obtained a
calculated F value of 129,419 greater than the F table of 2,699 and a sig 0,000 value less than
0.05, meaning that there is a joint influence between servicescape, service quality and
customer satisfaction on word of mouth. The contribution or contribution of the influence of
servicescape (X1), service quality (X2) and customer satisfaction (Y1) to word of mouth (Y2) is
80.2%. The correlation between customer satisfaction and word of mouth is 0.874 which
means that customer satisfaction has a strong relationship. very strong against word of mouth.

Keywords: Path analysis, service quality, customer satisfaction, servicescape, word of mouth

1. Introduction
In various businesses, be it B to B or B to C, customer satisfaction is a benchmark for
the sustainability and profitability of a company. According to Kotler [1] consumer satisfaction
is a person's feeling of pleasure or disappointment resulting from comparing a product or
service's perceived performance (or outcome) to expectations with the meaning that if the
performance or experience does not meet expectations, the customer is dissatisfied and if it is
in line with expectations then the customer satisfied.
According to Tjiptono [2], the creation of customer satisfaction can provide several
benefits, one of which is forming a word of mouth recommendation. Consumers who are
satisfied with the services or products they consume tend to provide good references or
recommend a product or service to others. In contrast to dissatisfied consumers, they will
choose to seek information on other similar products or services that are needed, then they
use new products or services that are considered more capable of meeting their satisfaction
and leave the previous product or service. Customers who are dissatisfied also tend not to
recommend the product or service, there are even customers who express their dissatisfaction
with a product to others and this greatly affects the image of a product or service.
According to Kotler [1] various factors can affect consumer satisfaction, including
satisfaction depending on the quality of products and services. At the most basic level a
pleasant servicescape produces "approach" behavior and an unpleasant one produces
"avoidance" behavior. A fun servicescape generates excitement, which leads to a stronger
positive response. On the other hand, if the servicescape is not pleasant, the customer will
switch to another place. When customers have strong affective expectations, it is important
that the environment is designed to match those expectations so that the servicescape affects
customer satisfaction [3] [4] [5].
The coffee shop or coffee shop business is one of the businesses that is in great
demand by various groups at this time with the development of the trend of drinking coffee
which is not only synonymous with activities carried out by fathers, young people also make
coffee drinking as a lifestyle and as a means of showing their existence [6] [7] [8]. This data is
corroborated by the Agricultural Data and Information System of the Ministry of Agriculture
which publishes that national coffee consumption in 2016 reached around 250 thousand tons
and is currently growing by 10.54%, namely 276 thousand tons.
Coffee Toffee, which is one of the coffee shops in Bogor City, has a campaign to
maintain the potential of Nusantara coffee by serving local coffee [9], but the coffee shop that
serves Nusantara coffee for now is not only Post Shop Coffee Toffee in Bogor City. Coffee
Toffee has its own challenges in meeting customer satisfaction.
Table 1.1 pre-survey results based on visitor testimonials below shows that from the
20 people interviewed there were as many as 55% of consumers were dissatisfied with the
servicescape provided by Post Shop Coffee Toffee and there were as many as 45% of
consumers who were dissatisfied with the quality of services provided by Post Shop Coffee.
Toffee [10] [11]. Of the 20 consumers who were interviewed in the pre-survey there were as
many as 40% whose satisfaction affected word of mouth, and others they did not choose

Analysis of the Effect Of Servicescape And Service Quality on Customer… ​ ■ 69

anything because they thought that Coffee Toffee had nothing special compared to other
coffee shops which strengthened their satisfaction with doing word of mouth.
Tabel 1. Pre Survey Results
Respondent Testimony Factor
The existing light is considered
uncomfortable, especially if
15% (3 respondent)
visiting Coffee Toffee at night
Servicescape
Bentuk kursi dan posisi meja
10% (2 respondent) jenis sofa dianggap kurang
nyaman
The shape of the chair and the
5% (1 respondent) position of the sofa type table are
considered less comfortable
15% (3 respondent) Consumers are less satisfied with the
timeliness of serving food compared
to drinks, so often the drinks are
almost finished when the food
come

Consumers are dissatisfied

15% (3 respondent) when the food that comes does
not match the order, even
though the Coffee Toffee
professional will replace it
according to the order, but
they need more time to sort it Kualitas Layanan
out. waiting for food according
to consumer orders

Consumers are not satisfied with

15% (3 respondent) the explanation from the barista. Word of mouth
Consumers choose to tell the
25% (5 respondent) positive/negative side
what they receive
Consumers choose to share their
15% (3 respondent) values receive from services and
services

Consumers choose to tell the

25% (5 respondent) positive/negative side
what they receive

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Aptisi Transactions on Technopreneurship (ATT) P-ISSN: 2655-8807
Vol. 4 No. 1 March 2022 E-ISSN: 2656-8888

Consumers choose to share their

15% (3 respondent) values
receive from services and services

Various previous studies have shown several factors that influence consumer
satisfaction. The results of Indah's research [12] state that servicescape has an effect on
consumer satisfaction, meaning that business entrepreneurs need to pay attention to the
physical appearance, light layout to support customer satisfaction, but it is different from
Maqimuddin's research [13] which shows that servicescape has no effect on customer
satisfaction.
In addition to the servicescape factor, service quality also affects customer
satisfaction. The results of Fawzi's research [14] show that service quality has a positive
influence on consumer satisfaction, but it is different from the results of research conducted by
Rahmanisa and Sadeli (2016) which explains that the service quality attributes in the object of
research need to be improved and their performance improved by providing training. and a
more intensive knowledge to the waiter about the importance of service so as to improve the
quality of service thus it can be interpreted that the quality of service has a negative influence
on customer satisfaction. The results of research conducted by Sri Werdiningsih [15] show
word of mouth as a positive response effect of consumer satisfaction.
The results of previous research are a challenge for coffee shop business
entrepreneurs, especially with the large number of competitors that give rise to increasingly
competitive competition between business people, thus strategies and analysis are needed to
increase customer satisfaction for business continuity. This can be known by analyzing the
factors that influence customer satisfaction. This theory is in accordance with the marketing
concept which states that the achievement of a company's success is seen in meeting the
needs and desires of consumers so that the desired customer satisfaction can be achieved
better than competitors.
Based on the pre-survey, theory and previous research described above, it is
necessary to do research by analyzing servicescape and service quality on customer
satisfaction and also analyzing its impact on word of mouth, because as the theory has
described that consumer satisfaction can have a negative and positive impact. word of mouth
for business ventures.

2. Literature Review
A. Marketing Management
The grand theory in this study refers to the service environment and all that is related
is seen as different from problems related to employees, both are quite conceptually different
from each other. Customers evaluate services holistically, but the servicescape should also be
considered as a primer that shapes customer expectations of the service they will receive.
Servicescape is a physical facility in service designed for guest needs to influence guest
behavior and satisfy guests where the physical facility design will have a positive impact on
guests and employees. Based on the above understanding, it can be concluded that the
servicescape is a physical appearance in a place designed in such a way to attract or
influence consumers and employees.
B. Servicescape
The concept created by Bitner in 1992 emphasizes the impact of physical and
environmental adjustments of a service in which the service process takes place which can
help assess differences in the customer's perceived experience. Communication in the
servicescape can also create a better relationship between consumers and the company,
either directly or indirectly. According to Lovelock and Wirtz, servicescape is concerned with
the style and appearance of the physical environment and other elements that

Analysis of the Effect Of Servicescape And Service Quality on Customer… ​ ■ 71

 The style and form of the physical environment and other experiential elements
encountered by customers is defined as a servicescape by Lovelock and Wirtz (2016).
Zeithaml and Bitner (2013) state that servicescape (service environment) is an aspect of an
organization's facilities which includes exterior attributes (information boards, parking lots,
natural views) interior attributes (design, layout, equipment, decoration).

2.1 Previous Research

Tabel 3.1 Literature Review
No Author/Year Object Variabel Result
1 Hooper, D., Retail store Store it is more appropriate to
Coughlan, J., Mullen, environments model the servicescape
M.R. (2013) [4] Servicescapes as a separate construct
Behavioural that precedes service
intentions Service quality highlights
quality needs
Customer services
quality
2 Kian, Y.K., Kim KTV Servicesca In order to keep
L.K. & Chin-Hooi, Industry pe Service karaoke customers
S. (2019) [7] Quality happy and satisfied,
Customer KTV companies need
Satisfaction to ensure that the
Word-of-mouth equipment
Corporate Image karaoke is well
maintained and easy to
use, the rooms are
spacious
and large enough for
movement, signs (e.g.
toilets and exit signs)
are provided, and the
employees are friendly
and competent

3 Celik,O. (2019) [8] Turkcell, - Servicescape In order to keep

Vodafone - Percived quality karaoke customers
dan Turk - Brand image happy and satisfied,
Telekom - Brand quality KTV companies need
to ensure that the
equipment
karaoke is well
maintained and easy to
use, the rooms are
spacious
and large enough for
movement, signs (e.g.
toilets and exit signs)
are provided, and the
employees are friendly
and

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Aptisi Transactions on Technopreneurship (ATT) P-ISSN: 2655-8807
Vol. 4 No. 1 March 2022 E-ISSN: 2656-8888

competent
4 Agnihotri D. dan Restaurant in - Servicescape The results show that
Chaturvedi P. (2018) Kanpur - Perceived servicescape is
[9] quality of considered a very
customer important factor but
- Service quality not the only factor that
GAP Model will have a big impact
- Tangibility on the customer's
- Physical Evidences perception of quality

5 Vadivelu Tharanikaran, Electronic - Service Quality Results show service

Sutha Sritharan, dan Banking - Customer quality
Vadivelu Thusyanthy Satisfaction and customer
(2017) [12] satisfaction is at a high
level in electronic
banking in the district
Batticaloa

3. Method
The method used in this study will use qualitative methods with operational analysis of
variables and samples:

2.1 Populasi dan Teknik Pengambilan Sampel

A. Population
The research population is the whole of the object to be studied, in this study the
population is visitors to the Post Shop Coffee Toffee in the city of Bogor within a certain time
span. This population is used as a means to analyze the servicescape and service quality
factors on customer satisfaction and their impact on word of mouth at the Post Shop Coffee
Toffee in Bogor City.
B. Number of Samples
The population size in the study is very large and cannot be known with certainty, so
the sample size used according to Rao Purba (2006) in using the following formula:
Description :

Z2
n=
4 (Moe)2

n= Sample size
Z = 1,96 score at a certain level of significance (degree of confidence is determined 95%) Moe
= Margin of error, the maximum error rate is 10%
By using the above formula, the following calculation is obtained: (1,96)2
n = 4 (10%)2
n = 96,04
By using the above formula, the following calculation is obtained:

Analysis of the Effect Of Servicescape And Service Quality on Customer… ​ ■ 73

 (1,96)2
n=
4 (10%)2

n = 96,04

The sample results show n = 96.04 97 or rounded to 100. So the research sample is 100
consumers who are visitors to the Post Shop Coffee Toffee in Bogor City.

Tabel 4.1 Operasional Variabel

Variabel Dimension Indicator
Servicescape Ambient conditions Sounds of Music
Scent
Lighting
Spatial layout and functionality Spatial layout refers to the floor plan
size and shape of furnishing,
potential machin-ery and equipment
the ways in which they are arranged
Signs, symbol and artifact, Signs Label facilities, counters, or
departments
Show directions.
Communicate the service script
Service Quality Bukti fisik (tangibles) modern - looking equipment
visually appealing
Neat in appearance
Kehandalan (reliability) service right at the first time
service at they promise to do
Insist on error free record
Daya tanggap (responsiveness) service will be performed
give prompt
willing to help
Jaminan (assurance) Instill confidence
Consistently courteous
Have the knowledge to answer
Empati (emphaty) give attention
understand the specific needs
operating hours convenient
Customer Customer Satisfaction Confirm/disconfirm satisfaction of
satisfaction servicescape

Confirm/disconfirm satisfaction of
service
quality
Word of Mouth Content telling value of servicescape

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Aptisi Transactions on Technopreneurship (ATT) P-ISSN: 2655-8807
Vol. 4 No. 1 March 2022 E-ISSN: 2656-8888

telling value of services quality

Valence telling negative/positive of
servicescape
telling negative/positif of services
quality
Intensity telling to many people
telling to much times

5. Conclusion and Suggestion

Conclusion
Based on the results of research and discussion on servicescape, service quality on
customer satisfaction and its implications for word of mouth, several conclusions can be
drawn, namely:

1. It is proven that the servicescape variable has a significant effect on customer

satisfaction. This shows that with a good servicescape, consumers will feel satisfied
when visiting the Post Shop Coffee Toffee in Bogor City.
2. It is proven that the service quality variable has a significant influence on customer
satisfaction. This shows that customers with good service quality will create
satisfaction for Post Shop Coffee Toffee consumers in Bogor City.
3. It is proven that the servicescape and service quality variables have a joint influence
on customer satisfaction. This shows that the servicescape and the quality of services
provided by the Post Shop Coffee Toffee in Bogor City affect the level of consumer
satisfaction. Visit the Post Shop Coffee Toffee, Bogor City
4. It is proven that the servicescape variable has a significant effect on word of mouth.
This shows that after customers experience the servicescape offered by the Post
Shop Coffee Toffee, Bogor City, it will create word of mouth on the servicescape that is
accepted by consumers.
5. It is proven that the service quality variable has a significant influence on word of
mouth. This shows that after customers feel the quality of service offered by Post
Shop Coffee Toffee Bogor City will create word of mouth on the quality of service
received by consumers.
Suggestion
Based on the results of research conducted on servicescape and service quality on
customer satisfaction and its implications for word of mouth, the authors provide some
suggestions as follows:
Suggestions for Further Research
1. The researcher suggests that intensive assistance be given to each respondent when
filling out the questionnaire, so that they can directly help respondents if they
experience problems, especially in terms of misinterpretation of questions.
2. Researchers suggest that further research uses other variables indicated related to
consumer satisfaction and word of mouth such as: product quality, price, repeat
purchase intention, customer loyalty and other variables.
3. The researcher suggests that further research can be done in other coffee shops as a
comparison

Analysis of the Effect Of Servicescape And Service Quality on Customer… ​ ■ 75

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