Visitors Attitude on Servicescape Excelso Societe Surabaya

Abstract

This research was conducted with the aim of identifying visitors' attitudes towards Excelso
Societe's servicescape. Marketing public relations creates a memorable experience for
visitors, so Excelso Societe has a strategy to communicate value and become a differentiator
from competitors which creates a response in the form of a positive attitude. Brand identity is
important to achieve company value in introducing products/services. One way to meet
consumer needs is to improve the customer experience through the physical environment.
The physical environment or servicescape is an important factor for companies in meeting
consumer needs by providing customer experience.
Servicescape becomes a strong communication channel between the brand and the public.
Good communication with visitors helps Excelso Societe understand the wants and needs of
visitors. Public relations is very important in the process of achieving Excelso Societe's goal
of building a positive image to visitors. The company's image can be built based on visitors'
experiences and perceptions. Consumer attitudes towards a positive image will strengthen the
brand's position in gaining the trust of visitors.
The type of research used is descriptive quantitative and uses a survey method. The
results showed that the spatial layout & functionality dimension obtained the highest score on
cognitive attitudes and affective attitudes, while the signs, symbols, and artifacts dimension
obtained the highest score on conative attitudes.