Visitor Perception on Foodcourt Serviscape, Study of Two Retail Centres Foodcourts in Indonesia

Abstract

Objective - This research was aimed at describing role of servicescape in two food courts in Indonesia at the visitors perception, with a specific aim to understand the elements of servicescape setting for both its kind and roles which are configured into holistic and unified public space interior. Methodology / Technique - This research consisted of two stages, under the method of sequential exploratory, the first stage was done qualitatively to explore the understanding of servicescape indicators of food courts of shopping centers, the second stage was aimed to map the shaping of those factors quantitatively under the survey method. Novelty - The findings of factors that create the servicespace in shopping center context. the results shows that Gandara City Food court, Jakarta has several factors that indicate the factors of servicescape: foodcourt legibility, food court decoration, tenant mix, and social image-interaction. While Ciputra World Food court, Surabaya, has severalf actors that attract the visitors: food corut legibility, food court decoration, and social image-interaction.