Influence of the Upscale Cafe Servicescape on Satisfaction and Loyalty Intention

摘要

This study aims to examine the relationship between servicescape, satisfaction, and loyalty intention in the Upscale Cafe setting. The sample of this study was 186 customers of Upscale Cafe in Tarakan City, Indonesia, on August 2019. To achieve the objectives of this study, SmartPLS 3.0 Professional was used to test convergent validity and discriminant validity as well as tools to develop structural models and test hypotheses. The results of this study indicated that servicescape had an insignificant direct effect on loyalty intention and satisfaction had a significant direct effect on loyalty intention. Meanwhile, the role of satisfaction in mediating the effect of servicescape on loyalty intention towards was fully mediated. Theoretically, the results of this study contribute to the development of the customer loyalty model, whereas pragmatically, it could be applied for marketing strategies to increase the Upscale Cafe customer loyalty.