Visitors Attitude on Servicescape Excelso Societe Surabaya

This research was conducted with the aim of identifying visitors attitudes towards Excelso Societes 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 to create 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.. Public relations is very important in the process of achieving Excelso Societes goal of building a positive image to visitors. The companys image can be built based on visitors experiences and perceptions.
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.