Servicescape Design Analysis: The Influence of Ambient Conditions and Spatial Layout on Seating Preferences at Bento Café, Surabaya

Abstract

Cafés have become one of the most prominent urban public spaces, especially among young adults who use them for studying, working, socializing, and taking breaks. This widespread use demands a spatial design that can effectively support visitor comfort and activity patterns. Bento Café, located in Gunung Anyar, Surabaya, offers three seating configurations—indoor, semi-outdoor, and outdoor—yet the extent to which these spatial arrangements align with Bitner’s servicescape concept, particularly the dimension of spatial layout and functionality, remains to be examined. This study aims to assess the compatibility between Bento Café’s existing layout and the principles of servicescape, as well as to understand how these spatial characteristics shape visitors’ seating preferences. The research adopts a qualitative approach through literature review and on-site observation conducted over three days, covering both weekdays and weekends, and across three time periods (morning–midday, afternoon, and evening). Data were collected through direct visual observation, documentation, and systematic recording of seating preference patterns. The findings reveal that the semi-outdoor area consistently attracts the highest number of visitors due to its favorable environmental conditions, wider circulation space, and larger table dimensions, whereas the outdoor area is less preferred during morning and midday hours due to thermal discomfort and smaller table sizes. These results demonstrate that the spatial layout and functionality dimension plays a significant role in shaping visitors’ seating choices.