The bubble tea phenomenon: understanding the role of servicescape in consumers' responses
Asia-Pacific Journal of Business Administration
ISSN: 1757-4323
Article publication date: 16 August 2024
Abstract
Purpose
The consumption of bubble tea is a huge phenomenon in Southeast Asia, and many bubble tea stores have been decorated uniquely in an attempt to attract more consumers. Hence, the purpose of this study is to investigate the influence of servicescape on experiential value and its influence on consumers' responses (i.e. eWOM, revisit intentions and willingness to pay a price premium) based on the Stimulus-Organism-Response framework.
Design/methodology/approach
This research project gathered survey data from 289 consumers of bubble tea. The collected data underwent analysis employing a statistical technique known as partial least squares structural equation modelling to examine and understand the relationships between different variables within the dataset, offering insights into consumer behaviour and preferences regarding bubble tea consumption.
Findings
The results show that factors such as facility aesthetics, seating comfort and cleanliness positively affect experiential value. However, layout accessibility and signs and symbols do not affect experiential value. In addition, experiential value positively affects eWOM, revisit intentions and willingness to pay a price premium.
Originality/value
The importance of servicescape in physical stores within the restaurant setting has been extensively documented in existing literature. However, there is a notable lack of research addressing the influence of servicescape on consumer responses, particularly within the bubble tea context. This study stands out as one of the few endeavours to examine the impacts of servicescape on consumer responses within the bubble tea industry.
Keywords
Acknowledgements
We are thankful to those who contributed to this research. Additionally, the language of this paper was edited by ChatGPT 3.5.
Citation
Koay, K.Y., Tan, S.Z., Idris, I., Leong, M.K. and Cheah, C.W. (2024), "The bubble tea phenomenon: understanding the role of servicescape in consumers' responses", Asia-Pacific Journal of Business Administration, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/APJBA-01-2024-0015
Publisher
:Emerald Publishing Limited
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