- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
ISSN : 1738-3110
The Impact of Servicescape on Purchasing Behavior : A Case of Baby Goods Exhibition
Abstract
Purpose - The exhibition is one of the critical distribution channels that leads to mass sales of products. Servicescape is considered as an effective means facilitating consumers' purchasing behavior. The objective of this research is to examine the effects of servicescape of the exhibition on consumer's purchasing behavior measured by time spent, the number of consultations, the number of items purchased, and amount of money spent. Research design, data, and methodology - Servicescape was divided into four main components: 'spatial layout/functionality', 'ambient condition', 'design/artifacts', and 'human factor'. Based on previous studies, this study hypothesized that servicescape dimensions first influence consumer's shopping duration and the number of consultations which in turn, affects consumer's actual purchase. A total of 407 samples were collected from attendees in Baby Expo taken place in Kyunggido, South Korea. The data were used to assess overall fit of the proposed model and test hypotheses using structural equation modeling. All the constructs had acceptable levels of composite reliability and convergent and discriminant validity. Results - The results showed that except for 'spatial layout/functionality', all components of servicescape had a significant influence on consumer's shopping duration in the exhibition. Except for 'design/artifacts', other factors of servicescape did not show a significant effect on 'the number of consultations'. Interestingly, 'design/artifacts' exerted a significant negative effect on 'the number of consultations'. As expected, 'time spent' and 'number of consultations' showed significant effects on both 'the number of items purchased' and 'amount of money spent'. Conclusions - The results offer some insights into the effect of servicescape on facilitating consumers' purchasing behavior in the context of the exhibition. Theoretically, this study provides a new type of conceptual framework that verifies the relationships between not only servicescape and purchasing behavior, but also purchasing behavior-related variables. In addition, this study supports the concept of a dark side of servicescape. With regards to practical implications, this study suggests that exhibition organizers should put more efforts in facilitating consumer's desire to stay. More importantly, organizers need to keep in mind that excessive emphasis on 'design/artifacts' to increase consumers' shopping duration can cause a side effect that reduces opportunities for interactions with customers.
- keywords
- Servicescape, Store Atmosphere, Physical Environment, Purchasing Behavior, Exhibition
Reference
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411–423.
Bezençon, V. (2011). Producers and the fair trade distribution systems: What are the benefits and problems? Sustainable Development, 19(1), 60–70. https://doi.org/10.1002/sd.420
Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57–71. https://doi.org/10.2307/1252042
Chang, K.-C. (2016). Effect of servicescape on customer behavioral intentions: Moderating roles of service climate and employee engagement. International Journal of Hospitality Management, 53, 116–128. https://doi.org/10.1016/j.ijhm.2015.12.003
d’Astous, A. (2000). Irritating aspects of the shopping environment. Journal of Business Research, 49(2), 149–156. https://doi.org/10.1016/S0148-2963(99)00002-8
Donavan, R. J., & Rossiter, J. R. (1982). Store atmosphere:An environmental psychology approach. Journal of Retailing, 58(Spring), 34–57.
Donovan, R. J., Rossiter, J. R., Marcoolyn, G., & Nesdale, A. (1994). Store atmosphere and purchasing behavior. Journal of Retailing, 70(3), 283–294. https://doi.org/10.1016/0022-4359(94)90037-X
Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18(3), 382–388. https://doi.org/10.2307/3150980
Han, H., & Ryu, K. (2009). The roles of the physical environment, price perception, and customer satisfaction in determining customer loyalty in the restaurant industry. Journal of Hospitality & Tourism Research, 33(4), 487–510. https://doi.org/10.1177/1096348009344212
Hansen, K. (2004). Measuring performance at trade shows:Scale development and validation. Journal of Business Research, 57(1), 1–13. https://doi.org/10.1016/S0148-2963(02)00269-2
Jadhav, V., Seetharaman, A., & Rai, S. (2017). Employee expectation to demonstrate innovative work behaviour in Asia. The Journal of Asian Finance, Economics and Business, 4(1), 67–78. https://doi.org/10.13106/jafeb.2017.vol4.no1.67
Kim, G.-C. (2013). A study on the effects of super-supermarket service quality on satisfaction in store selection. The International Journal of Industrial Distribution & Business, 4(2), 41–49. https://doi.org/10.13106/jidb.2013.vol4.no2.41.
Kim, J.-J., Ku, H.-J., & Youn, M.-K. (2015). An analysis on the purchasing behavior of the user through the characteristics of social commerce. East Asian Journal of Business Economics, 3(4), 5–8.
Kim, W. G., & Moon, Y. J. (2009). Customers’ cognitive, emotional, and actionable response to the servicescape: A test of the moderating effect of the restaurant type. International Journal of Hospitality Management, 28(1), 144–156. https://doi.org/10.1016/j.ijhm.2008.06.010
Kwon, R.-H., Kim, K.-J., Kim, K.-H., Hong, Y.-S., & Kim, B. (2015). Evaluating servicescape designs using a VR-based laboratory experiment: A case of a duty-free shop. Journal of Retailing and Consumer Services, 26, 32–40. https://doi.org/10.1016/j.jretconser.2015.05.001
Lam, L. W., Chan, K. W., Fong, D., & Lo, F. (2011). Does the look matter? The impact of casino servicescape on gaming customer satisfaction, intention to revisit, and desire to stay. International Journal of Hospitality Management, 30(3), 558–567. https://doi.org/10.1016/j.ijhm.2010.10.003
Lee, E. K. (2018). The management of international distribution channels: Focusing on the perspective korean exporting companies. East Asian Journal of Business Economics, 6(1), 47–63.
Line, N. D., & Hanks, L. (2018). The social servicescape: A multidimensional operationalization. Journal of Hospitality & Tourism Research, Advance online publication. https://doi.org/10.1177/1096348018767948
Loudon, D. L., & Bitta, A. J. D. (1993). Consumer behavior:Concepts and Applications. New York: McGraw-Hill.
Mari, M., & Poggesi, S. (2013). Servicescape cues and customer behavior: A systematic literature review and research agenda. The Service Industries Journal, 33(2), 171–199. https://doi.org/10.1080/02642069.2011.613934
Mehmood, S., & Hamid, K. (2017). Comparative analysis of consumer‘s impulse buying behavior with different household incomes: empirical evidence from faisalabad. East Asian Journal of Business Economics, 5(2), 38–47.
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. Cambridge, Mass.: The MIT Press.
Meng, B., & Choi, K. (2017). Theme restaurants’servicescape in developing quality of life: The moderating effect of perceived authenticity. International Journal of Hospitality Management, 65, 89–99. https://doi.org/10.1016/j.ijhm.2017.06.011
Morrison, M., Gan, S., Dubelaar, C., & Oppewal, H. (2011). In-store music and aroma influences on shopper behavior and satisfaction. Journal of Business Research, 64(6), 558–564. https://doi.org/10.1016/j.jbusres.2010.06.006
Nelson, K. B. (2009). Enhancing the attendee’s experience through creative design of the event environment:Applying Goffman’s dramaturgical perspective. Journal of Convention & Event Tourism, 10(2), 120–133. https://doi.org/10.1080/15470140902922023
Nguyen, D. T., DeWitt, T., & Russell‐Bennett, R. (2012). Service convenience and social servicescape: Retail vs hedonic setting. Journal of Services Marketing, 26(4), 265–277. https://doi.org/10.1108/08876041211237569
Nguyen, N., & Leblanc, G. (2002). Contact personnel, physical environment and the perceived corporate image of intangible services by new clients. International Journal of Service Industry Management, 13(3), 242–262. https://doi.org/10.1108/09564230210431965
Nunnally, J. C. (1978). Psychometric Theory. New York:McGraw-Hill.
Patil, S. (2014). Impact of retail servicescape on buying behavior. BVIMSR’s Journal of Management Research, 6(1), 10-17.
Prashar, S., Verma, P., Parsad, C., & Vijay, T. S. (2015). Factors defining store atmospherics in convenience stores: An analytical study of Delhi malls in india. The Journal of Asian Finance, Economics and Business, 2(3), 5–15.
Raajpoot, N. A. (2002). TANGSERV-A multiple item scale for measuring tangible quality in foodservice industry. Journal of Foodservice Business Research, 5(2), 109–127. https://doi.org/10.1300/J369v05n02_08
Rahman, M., Ismail, Y., Albaity, M., & Isa, C. R. (2017). Brands and competing factors in purchasing hand phones in the malaysian market. The Journal of Asian Finance, Economics and Business, 4(2), 75–80. https://doi.org/10.13106/jafeb.2017.vol4.no2.75
Reimer, A., & Kuehn, R. (2005). The impact of servicescape on quality perception. European Journal of Marketing, 39(7/8), 785–808. https://doi.org/10.1108/03090560510601761
Reynolds, K. L., & Harris, L. C. (2009). Dysfunctional customer behavior severity: An empirical examination. Journal of Retailing, 85(3), 321–335. https://doi.org/10.1016/j.jretai.2009.05.005
Rosenbaum Mark S. (2005). The symbolic servicescape:Your kind is welcomed here. Journal of Consumer Behaviour, 4(4), 257–267. https://doi.org/10.1002/cb.9
Rosenbaum, M. S., & Massiah, C. (2011). An expanded servicescape perspective. Journal of Service Management, 22(4), 471–490. https://doi.org/10.1108/09564231111155088
Rosson, P. J., & Seringhaus, F. H. R. (1995). Visitor and exhibitor interaction at industrial trade fairs. Journal of Business Research, 32(1), 81–90. https://doi.org/10.1016/0148-2963(94)00012-4
Rubalcaba-Bermejo, L., & Cuadrado-Roura, J. R. (1995). Urban hierarchies and territorial competition in Europe: Exploring the role of fairs and exhibitions. Urban Studies, 32(2), 379–400. https://doi.org/10.1080/00420989550013149
Ryu, J.-S., & Bringhurst, A. (2015). The effects of store environment on shopping behavior: The role of consumer idiocentrism and allocentrism. The East Asian Journal of Business Management, 5(4), 5–11.
Ryu, M.-S. (2018). Influence on the importance of store attributions on Korean consumer satisfaction in duty free stores. International Journal of Industrial Distribution & Business, 9(2), 73–80. http://dx.doi.org/10.13106/ijidb.2018.vol9.no2.73
Schiffman, L. G., & Wisenblit, J. (2014). Consumer Behavior (11th ed.). Boston: Pearson.
Schiffman, L. G., Kanuk, L., & Hansen, H. (2011). Consumer Behaviour: A European Outlook (2nd ed.). Harlow, England; New York: Financial Times/Prentice Hall.
Shen, X., & Bae, B.-R. (2018). The effect of coffee shop’s servicescape on the customer loyalty - Focused on Jeonju area. The International Journal of Industrial Distribution & Business, 9(3), 89–98. http://dx.doi.org/10.13106/ijidb.2018.vol9.no3.89.
Shin, C.-S., Hwang, G.-S., Lee, H.-W., & Cho, S.-R. (2015). The impact of Korean franchise coffee shop service quality and atmosphere on customer satisfaction and loyalty. The East Asian Journal of Business Management, 5(4), 47–57. http://dx.doi.org/10.13106/eajbm.2015.vol5.no4.47.
Siu, N. Y.-M., Wan, P. Y. K., & Dong, P. (2012). The impact of the servicescape on the desire to stay in convention and exhibition centers: The case of Macao. International Journal of Hospitality Management, 31(1), 236–246. https://doi.org/10.1016/j.ijhm.2011.06.011
Solomon, M. R. (2014). Consumer behavior: Buying, having, and being (11th ed.). Boston: Pearson.
Spies, K., Hesse, F., & Loesch, K. (1997). Store atmosphere, mood and purchasing behavior. International Journal of Research in Marketing, 14(1), 1–17. https://doi.org/10.1016/S0167-8116(96)00015-8
Tai, S. H. C., & Fung, A. M. C. (1997). Application of an environmental psychology model to in-store buying behaviour. The International Review of Retail, Distribution and Consumer Research, 7(4), 311–337. https://doi.org/10.1080/095939697342914
Tanner, J. F., & Chonko, L. B. (1995). Trade show objectives, management, and staffing practices. Industrial Marketing Management, 24(4), 257–264. https://doi.org/10.1016/0019-8501(94)00082-8
Tombs, A., & McColl-Kennedy, J. R. (2003). Socialservicescape conceptual model. Marketing Theory, 3(4), 447–475. https://doi.org/10.1177/1470593103040785
Verma, P., & Prashar, S. (2017). Moderating effect of color on store atmospherics predictors. The East Asian Journal of Business Management, 7(1), 113–123. https://doi.org/10.13106/eajbm.2017.vol7.no1.13
Wakefield, K. L., & Blodgett, J. G. (1994). The importance of servicescapes in leisure service settings. Journal of Services Marketing, 8(3), 66–76. https://doi.org/10.1108/08876049410065624
Yi, X., Fu, X., Jin, W., & Okumus, F. (2018). Constructing a model of exhibition attachment: Motivation, attachment, and loyalty. Tourism Management, 65, 224–236. https://doi.org/10.1016/j.tourman.2017.10.006
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2009). Services Marketing: Integrating Customer Focus across the Firm. McGraw-Hill Irwin.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations