SERVICESCAPE AND LOYALTY INTENTION

Leonardo, . (2010) SERVICESCAPE AND LOYALTY INTENTION. S1 thesis, UAJY.

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Abstract

The main purpose of this research is to identify the effect of servicescape towards customer’s loyalty intention. This research took place at medium rate restaurants across Yogyakarta. The variables investigated were Music, Scent, Cleanliness, Implicit Communicators, Furnishing, Customer Orientation, Credibility, Competence and Physical attractiveness. The researcher used multiple regression analysis as the research method. Validity test was used Pearson Correlation Method, while reliability test was used Coefficient Alpha Cronbach. Based on the research finding, the results indicate that only few variables have significant effect on customer’s loyalty intention. Some of those variables event affect loyalty intention negatively. Variables which have significant effect on loyalty intentions are music and staff competence. The other variables were not significantly affect customer’s loyalty intention. Variable scent and costumer orientation however, affects the loyalty intention negatively.

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