The servicescape and customer behavior in a local restaurant in Iloilo City

Abstract

This study examined the relationship between servicescape in terms of interior and exterior design and customer behavior in terms of cognitive and affective response. This study aimed to the describe the profle of the participants and determine the significant differences in servicescape and customer behavior when participants are grouped according to age, employment status, marital status, and sex. The participants were the customers in a local restaurant in Jaro, Iloilo City from May to June 2023. Purposive sampling was used as a means of selecting the participants. The data was gathered using the researcher-made questionnaire, which consisted of questions pertaining to servicescape and customer behavior. The participants were provided the questionnaires in the restaurant. SPSS was used to statistically analyze the data. For descriptive statistics, frequency, percentage, and mean were used. For inferential statistics, Mann Whitney U-test, Kruskal Wallis H-test, and Spearman Rank Correlation were used. The questions and the whole questionnaire were checked by the three experts for the purposes of validity and reliability. The results showed that customers view the restaurant’s servicecape to be excellent and their customer behavior is positive. Furthermore, it was concluded that there is a significant relationship between servicescape in terms of interior and exterior design and customer behavior in terms of cognitive and affective response.