Servicescape and loyalty intentions: an empirical investigation

Servicescape and loyalty intentions: an empirical investigation Purpose – This paper seeks better to conceptualise, operationalise and subsequently to test a multi‐dimensional and more social view of servicescape and the direct and moderated linkages with loyalty intentions. Design/methodology/approach – A survey research method was used to study servicescapes in the context of UK restaurants. Findings – In furtherance of conceptualisation efforts, a model is developed to evaluate the linear influences of nine servicescape variables on customers' loyalty intentions. Additionally, the model appraises the impact of personal and environmental factors which moderate the servicescape‐loyalty intentions relationship. Analysis of survey responses finds a number of significant associations with loyalty intentions. Practical implications – The results of the study indicate that practitioners should reflect carefully on a range of servicescape variables and judiciously manage such factors to improve the extent to which consumers are likely to foster positive intentions to be loyal. Originality/value – The paper contributes a multi‐dimensional and more social framework of servicescape that is subsequently operationalised and tested. It also supplies a measure of servicescape that future researchers may find useful. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Servicescape and loyalty intentions: an empirical investigation

European Journal of Marketing, Volume 42 (3/4): 33 – Apr 4, 2008

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Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090560810852995
Publisher site
See Article on Publisher Site

Abstract

Purpose – This paper seeks better to conceptualise, operationalise and subsequently to test a multi‐dimensional and more social view of servicescape and the direct and moderated linkages with loyalty intentions. Design/methodology/approach – A survey research method was used to study servicescapes in the context of UK restaurants. Findings – In furtherance of conceptualisation efforts, a model is developed to evaluate the linear influences of nine servicescape variables on customers' loyalty intentions. Additionally, the model appraises the impact of personal and environmental factors which moderate the servicescape‐loyalty intentions relationship. Analysis of survey responses finds a number of significant associations with loyalty intentions. Practical implications – The results of the study indicate that practitioners should reflect carefully on a range of servicescape variables and judiciously manage such factors to improve the extent to which consumers are likely to foster positive intentions to be loyal. Originality/value – The paper contributes a multi‐dimensional and more social framework of servicescape that is subsequently operationalised and tested. It also supplies a measure of servicescape that future researchers may find useful.

Journal

European Journal of MarketingEmerald Publishing

Published: Apr 4, 2008

Keywords: Services marketing; Marketing environment; Customer loyalty; Psychology; Restaurants

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