The Servicescape as an Antecedent to Service Quality and Behavioral Intentions

Purpose: The purpose of this paper is to examine whether the servicescape should be subsumed as a dimension within service quality conceptualizations or whether it is a unique construct in itself which precedes service quality evaluations and behavioral intentions. We both propose and operationalize this model and in doing so make a theoretical contribution by demonstrating how a delineation between these two constructs is necessary in order for theory to progress in this area. Design/methodology/approach: A total of 355 customers were intercepted as they exited a retail store and surveyed using a structured questionnaire. The data was then analyzed using structural equation modeling to test the research hypotheses. Findings: This paper finds that it is more appropriate to model the servicescape as a separate construct which precedes service quality thus highlighting a need for a demarcation to be made between these important constructs. In addition, we find that design is a significant contributor to behavioral intentions further confirming the necessity to manage service environments in order to generate repatronage behaviors. Practical implications: Service providers should consider the influence of store environments in shaping service quality perceptions and their subsequent impact on behavioral intentions. Originality/value: The paper adds to the existing literature by disentangling the complicated relationships between service environments, service quality and behavioral intentions. Furthermore, the findings indicate to practitioners which aspects of the servicescape require attention so as to maximize repatronage intentions