Pengaruh Servicescape Terhadap Customer Loyalty Restoran Limited Service di McDonald's Surabaya

Abstract

The purpose of this paper is to analyzing the effect of servicescape both in terms of substantial staging and communicative staging on the emotions of limited service restaurant (McDonald's) consumers in Surabaya which results in customer satisfaction and is shown in loyalty behavior, namely return intention, WOM intention, and EWOM intention. The methodology employed in this paper is Survey with SEM analysis. The research result indicates that: 1.There is positive and significant influence of Substantial Staging of Servicescape (SSoS) on customer emotion; 2.There is positive and significant influence of Communicative Staging of Servicescape (CSoS) on customer emotion; 3.There is positive and significant influence of customer emotion on satisfaction; 4.There is positive and significant influence of satisfaction on Subjective - Well - Being (SWB); 5.There is positive but NOT significant influence of satisfaction on Overall Quality of Life (QoL); 6.There is positive and significant influence of SubjectiveWell-Being (SWB) on the overall Quality of Life (QoL); 7. There is positive and significant influence of satisfaction on customer loyalty; 8.There is positive and significant influence of customer loyalty on return intention; 9.There is positive and significant influence of customer loyalty on WOM intention; 10.There is positive and significant influence of customer loyalty on EWOM intention.

Keywords

• electronic word of mouth
• emosi pelanggan
• kepuasan konsumen
• loyalitas konsumen
• mcdonald
• restoran
• servicescape; subjective well-being
• restoran layanan terbatas
• word of mouth