Harmonize The Interior Retail Space in Era Post Covid-19, Study Case The Element Of Servicescape In Jakarta Mall

DOI

10.2991/assehr.k.211228.067How to use a DOI?

Keywords

Retail Industry; Servicescape Elements; Interior Retail Space

Abstract

Indonesia’s retail industry, particularly Jakarta, has been oversupplied by building malls: some interior malls have repeatedly sold identical goods with the same brand and lacked service. Moreover, because the retail industry has other ways to sell during the pandemic, their e-commerce has become widespread, supported by internet access to remote areas. Some retail industries prefer to close their shops in malls and switch to selling online. To help this industry survive, malls need to adopt new services into their spaces to influence customer perceptions with understanding the servicescape positively.

In this study, perception maps were used to describe and develop new initiatives and were implemented due to customer perceptions; servicescape has changed in the new normal situation. Therefore, facility managers and interior designers need to understand the impact of the servicescape on the customer. The main objective of this study is to provide an overview of the servicescape concept, and the relevance of customer perception issues based on shopping centers in Jakarta, Indonesia. Theoretically, servicescape was first proposed by Mary Jo Bitner. she has shown the three elements of the environmental dimension that can influence customer perceptions; In this case, it is necessary to update the environmental situation during the post-covid-19 pandemic.

In this study, the Service Quality Gap Model is used to understand the position and perception map of the Servicescape Elements in providing additional insight to maintain service quality in interior retail space. In addition, servicescape elements need to be aligned with the current new normality protocol in the post-covid-19 and perceptual era. The map is used to manage the perception of consumer expectations and to translate the perception into the quality of service that the mall management will provide. This research ends with recommendations for shopping centres to provide standardization of facility operations to increase customer perceptions of being satisfied and potentially loyal customers.

Copyright

© 2021 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Ulli Aulia Ruki
PY  - 2021
DA  - 2021/12/28
TI  - Harmonize The Interior Retail Space in Era Post Covid-19, Study Case The Element Of Servicescape In Jakarta Mall
BT  - Proceedings of the ICON ARCCADE 2021: The 2nd International Conference on Art, Craft, Culture and Design (ICON-ARCCADE 2021)
PB  - Atlantis Press
SP  - 516
EP  - 522
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211228.067
DO  - 10.2991/assehr.k.211228.067
ID  - Ruki2021
ER  -