The Importance of Servicescape in The Digital Industry Era

Abstract

Servicescape or service environment is a variable that defines the availability of tangibles where services are
provided to consumers. In the service business, the physical condition of the place where the service is provided can
influence consumer perception and satisfaction. Servicescape is one of the most critical aspects in adding value to customers
because business players need to provide satisfaction and value to customers. The objects of this research activity are
Ambient Condition, Spatial Layout, Functionality, Sign Symbol, and Artifact, with the unit of analysis being the consumers
of Workas Coffee and Eatery. This research model is qualitative, and data collection is conducted using a questionnaire
that includes open-ended questions. Data analysis was performed using Nvivo Version 12 to assist in coding the
respondents' answers. The coding results indicate that 50% of respondents highlighted aspects of the servicescape of
Workas Coffee and Eatery, such as limited parking area, insufficient indoor cooling, a lack of electrical outlets, and lighting
issues.