A Preliminary Investigation of the Effects of Servicescape on Consumers’ Loyalty Intentions

Abstract

The main purpose of the study was to investigate the effects of servicescape on service quality, customer satisfaction and then on the loyalty intentions in the service settings. The study has used two different industries including banking and restaurants to check the role of servicescape in determining the loyalty intentions of the consumers of services. The framework is unique in a way that it contains two different sets of mediator models that lead to loyalty intentions. Survey method was adopted to reach the target audience of both the industries and findings of the paper suggested that marketing practitioners must consider taken variables of servicescape if they want to achieve the quality, satisfaction and the loyalty. Future researchers may apply this model taking loyalty as their final constructs and moreover, the study also provides the measures to gauge the constructs of servicescape, perceived quality, customer satisfaction and loyalty intentions so that future research can advance in this field to explore more dimensions.