Based on the stimuli-organism-response (SOR) model and relationship marketing theory, the paper aims to examine whether servicescape influences trust, service credibility and affective commitment amongst older adults, and their effects on the intention to recover in a rehabilitation setting.
The study takes a quantitative approach, applying confirmatory factor analysis and structural equation model to examine the responses. A total of 400 data were collected using questionnaires distributed to older adults in Malaysia. Respondents were selected based on two criteria: they should be over 65 years, and they should have been visiting the rehabilitation centres in the last 12 months.
The results suggest that trust and affective commitment play significant roles in increasing the intention of older adults to recover. Contradicting previous research findings, service credibility does not have any significant impact on the intention to recover as hypothesised. The direct effect of service credibility on trust and affective commitment enhances the premise further that the relationship between service credibility and intention to recover is primarily indirect. Even though we expect servicescape to be a significant driver in forming the behaviour of older adults, its impact on intention to recover, trust and affective commitment remain non-significant, with the exception of service credibility.
Past studies have focused on the roles of servicescape and service credibility separately. We have extended the literature by examining the combined effects of both servicescape and service credibility. The findings, therefore, contribute to a deeper understanding of the literature on the intention–behaviour relationship in the context of healthcare, as well as in service marketing.
The authors would like to thank the Ministry of Education, Malaysia for funding this research (Fundamental Research Grant Scheme–FRGS/1/2018/SS03/MMU/03/4).
Lai, K.P. and Chong, S.C. (2020), "The influence of servicescape and service credibility on older adults' intention to recover: A study of rehabilitation services in Malaysia", Journal of Health Organization and Management, Vol. 34 No. 2, pp. 101-122. https://doi.org/10.1108/JHOM-07-2019-0215
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