Resumen
The aim of the study is to investigate the consequences of servicescape and to explore the application of it in the premium cinema. Several stimuli related to cinemas? physical attraction are added to determine their relation such as ambiances, spatial layouts, and signs. 154 visitors are taken by purposive sampling. The respondents are the young regular audience in the finest cinema. Closed structure questioners are spread for primary data and examined with path analysis. The results show that servicescape is related to perceived quality, perceived value, and willingness to pay a premium. Meanwhile, a significant relation also is shown between perceived quality and perceived value. There is also evidence that both perceived quality and perceived value as antecedents of willingness to pay the premium price. The findings provide the applicability of servicescape in the cinema industry, especially in high-class cinema where the consumer-brand relationship is needed.