THE EFFECT OF STORE ATMOSPHERE AND QUALITYSERVICE TOWARDS CUSTOMER SATISFACTION: A NARRATIVE LITERATURE REVIEW

Abstract

This study aims to examine the relationship between store atmosphere and service quality on customer satisfaction in the Food and Beverage (F&B) industry through a narrative literature review approach. This study analyzes three empirical studies published between 2022 and 2025 and relevant to the research topic. The literature selection process was conducted through a Google Scholar database search, considering the suitability of the research variables, study objects, and quantitative research methods used in each article. The analysis results indicate that most studies found a significant influence between service quality and store atmosphere on customer satisfaction levels. Responsive service and good interactions between employees and customers have been shown to enhance the consumption experience. In addition, physical environmental elements such as room comfort, layout, and restaurant ambiance also contribute to shaping positive customer perceptions. However, one study showed different results, indicating that external factors such as market competition, consumer expectations of the brand, and social conditions can influence customer evaluations. Thus, customer satisfaction is influenced by a combination of service quality, the physical environment, and the surrounding business context