Servicecape Integration in Consumer Satisfaction Modeling Based on Price and Service Quality on Kalenan Cafe & Resto Nganjuk

Abstract

Research Aim : This study aims to analyze the effect of price and service
quality on customer satisfaction and to examine the moderating role of
servicescape in the relationship between price, service quality, and
customer satisfaction at Kalenan Cafe & Resto Nganjuk.
Design/Method/Approach : This research employs an explanatory
quantitative approach using a survey method. Primary data were
collected through questionnaires distributed to customers who had
visited Kalenan Cafe & Resto Nganjuk. The sampling technique used
was purposive sampling. Data were analyzed using Structural Equation
Modeling–Partial Least Squares (SEM-PLS) with SmartPLS version
4.1.0.9 to test direct and moderating effects.
Research Finding : The results indicate that price has a positive and
significant effect on customer satisfaction (β = 0.254; p = 0.008), and
service quality has a stronger positive and significant effect on customer
satisfaction (β = 0.392; p = 0.000). Servicescape does not moderate the
relationship between price and customer satisfaction (p = 0.123), but it
significantly moderates the relationship between service quality and
customer satisfaction (β = 0.201; p = 0.049). The model explains 51.2%
of the variance in customer satisfaction.
Theoretical contribution/Originality : This study contributes to
service marketing literature by positioning servicescape as a moderating
variable rather than solely as an independent variable. The originality lies
in examining the moderating role of servicescape within a local café
context that emphasizes a nature-based experience, which has been
relatively underexplored in previous studies.
Practitioner/Policy implication : The findings suggest that café
managers should prioritize improving service quality supported by a
well-managed servicescape to enhance customer satisfaction. Pricing
strategies should remain fair and transparent, as servicescape alone
cannot offset negative price perceptions