The effect of servicescape on consumer revisit intention through fine dining restaurant satisfaction and reputation in Malang City

This study aims to analyze the effect of servicescape on revisit intention at fine dining restaurants in Malang City, by reviewing the mediating role of customer satisfaction and restaurant reputation. The restaurant industry, especially fine dining, faces major challenges due to tight competition triggered by the increasing number of restaurants in Indonesia. This phenomenon requires restaurants to offer more than just food and drinks, namely an exclusive dining experience, involving servicescape elements such as ambiance, functionality, and signs that affect customer satisfaction and restaurant reputation. This study found that servicescape has a positive and significant effect on revisit intention (?=0.379; p<0.001), customer satisfaction (?=0.156; p<0.001), and restaurant reputation (?=0.745; p<0.001). Elements such as interior design, lighting, aroma, cleanliness, and service create a memorable experience for customers, strengthen the restaurant's reputation, and increase customer loyalty. In addition, mediation by customer satisfaction and restaurant reputation showed significant results (p<0.001 and p=0.020), strengthening the relationship between servicescape and revisit intention. These results confirm that a good restaurant reputation not only increases consumer trust but also strengthens their perception of the quality of the experience offered. In the context of fine dining, servicescape is key to creating a high-end experience that meets customer expectations, thereby increasing return intentions and building loyalty. This study provides important insights for fine dining restaurant managers on how servicescape elements and restaurant reputation can be optimized to create a competitive advantage amidst increasingly fierce industry competition.