Investigating the effect of servicescape on customer behavioral intentions (Under Study: Restaurants in Tehran)
Subject Areas :
heidar ahmadi
1
,
elahe asadolahidehkordi
2
,
Batool Soltanzadeh
3
1 -
2 - University of Tehran
3 - University of Tehran
Keywords: Behavioral Intention, Customers’ Emotions, Perceived Service Quality, Servicescape,
Abstract :
One of the important elements in marketing is customer’s behavioral intention which affects his/her future decisions regarding repurchase and mouth to mouth advertisement. If a large share of factors affecting customer behavior can be predicted and identified, more effective strategic plans are designed to attract and retain customers. The main problem of this research is to explain the customer’s behavior intent through variables of servicescape, customer’s emotions and the perceived quality of service. Restaurants are the analysis level in this research. The population of required sample to implement the research according to the Effect Size and Test Power was obtained as 157. Therefore, 157 restaurants in Tehran were selected randomly; at least five questionnaires were distributed among the customers of each restaurant and the data collected through Smart PLS software were analyzed. the positive impact of the variables named servicescape, customer’s emotions and the perceived quality of service on the variable of behavioral intent was supported. Moreover, it was proved that the variable of customer’s emotions can mediate the relation between servicescape and behavioral intention.The architecture and interior design of the restaurant, as well as the transfer of a sense of comfort to customers, can capture their experimental minds and create different quality experiences and the image of the type and quality of restaurant services in the minds of customers has a significant impact on their choice to return to the restaurant, or their word of mouth
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