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Servicescape and loyalty intentions: an empirical investigation

Lloyd C. Harris (Warwick Business School, The University of Warwick, Coventry, UK)
Chris Ezeh (Cardiff Business School, Cardiff University, Cardiff, UK)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 4 April 2008

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.

Keywords

Citation

Harris, L.C. and Ezeh, C. (2008), "Servicescape and loyalty intentions: an empirical investigation", European Journal of Marketing, Vol. 42 No. 3/4, pp. 390-422. https://doi.org/10.1108/03090560810852995

Publisher

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Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited