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Servicescape and Customer Behavioral Intention: The Impact of Servicescape on Customer Emotion Responses towards Customer Satisfaction and Behavioral Intention in Local Coffee Shops in Kuala Lumpur, Malaysia  

Lee, Sang-Hyeop (Centre for Tourism, Hospitality, and Culinary Management, Sunway University)
KharKhiaw, Liew (Centre for Tourism, Hospitality, and Culinary Management, Sunway University)
Kim, Dong-Ho (Department of Baking Technology, Hyejeon College)
Publication Information
Culinary science and hospitality research / v.21, no.5, 2015 , pp. 129-138 More about this Journal
Abstract
There are limited resources on how servicescape influence customer emotions and respond towards customer satisfaction and behavioral intention. Hence, this research investigates how servicescape influence customer behavioral intention in local coffee shops in Kuala Lumpur by using Multiple Regression analysis. This study mainly focus on three environmental dimensions, which are the facility aesthetics, music and layout accessibility. Based on the result, it shows that both music and layout accessibility are significant factors that greatly influence customer satisfaction and behavioral intention. Overall, this research indicates that managers should realise thatmusic and layout accessibility play an important role to influence customers eating out at coffee shops.
Keywords
servicescape; satisfaction; behavioral intention; emotion responses;
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