<![CDATA[Purpose – The purpose of this research is to determine the effect of servicescape on customer satisfaction at GrandLucky Superstore Sunset Road Kuta. Design/methodology/approach – This study uses an explanatory research design to examine the relationship between variables through hypothesis testing. The sample consists of 102 respondents selected using purposive sampling, with criteria of being at least 18 years old and having made purchases more than twice. Data were analyzed using multiple linear regression with SPSS, supported by validity tests, reliability tests, and classical assumption tests. Model fit was tested using the F-test, while hypothesis testing was conducted using the t-test. Findings – The results show that servicescape dimensions (physical dimension, social dimension, socially symbolic dimension, and natural dimension) simultaneously have a positive and significant effect on customer satisfaction. However, the socially symbolic dimension does not have a significant partial effect on customer satisfaction. Originality/value – This study highlights the role of servicescape dimensions in shaping customer satisfaction in a retail supermarket context, providing insight into which environmental factors are most influential in enhancing customer experience.]]>
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