Visitor Perception on Food Court Service scape The Study of Two Shopping Center Food Courts in Indonesia

Abstract

Objective - This research was aimed at describing the role of servicesapce in two food courts in Indonesia at the visitors' perception, with a specific aim to understand the elements of the serviscape setting for both its kinds and roles which are configured into a 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 serviscape 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 créate the servicespace in shopping center context. The result showsthat Gandara City Food court, Jakarta has several factors that indicate the factors of serviscape: food court legibility, food court decoration, tenant mix,and social image-interaction. While Ciputra World Food court, Surabaya, has several factors that attract the visitors: food court legibility, food court decoration, and social image-interaction. Type of Paper - Empirical Keywords: Food courts, serviscape, visitor perception, Indonesia.