Servicescape in Delivering Values to Customer to Enhance Service Quality and Behavioural Intention

NGUYEN,, V. A. , & NGUYEN,, T. P. T. (2021). Servicescape in Delivering Values to Customer to Enhance Service Quality and Behavioural Intention. The Journal of Distribution Science, 19(9), 29-39, https://doi.org/https://doi.org/10.15722/jds.19.9.202109.29

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Abstract

Purpose: Nowadays, café shop chains are becoming a trend and growing rapidly in Vietnam. There are numerous people who spend their time in cafes and this has become part of the current lifestyle. Therefore, cafe chains owners compete in offering new cafe concepts to attract customers and deliver their values to customers effectively. To gain competitiveness and attractiveness, a cafe must possess an interesting servicescape and provide a good impression toward customers in a cafe. Therefore, this study is to evaluate the role of servicescape as an antecedent to service quality and behavioral intentions in the Vietnam market. Research design, data, and methodology: The study was conducted through survey questionnaires who had used the service at coffee shop chains in cities of Vietnam. We apply the PLS-SEM method to analyze data and test hypotheses. Results: Servicescape is a second-order construct including hygiene, space, ambiance, design, and equipment. Servicescape also impacts directly on overall service quality, employee service quality, and behavioral intention. Conclusions: Servicescape plays a role as an antecedent for service quality and behavioral intention. Therefore, it confirms the importance of managing servicescape in order to deliver more value to customers through improving service quality so that enhance intention to return to use services in coffee shop chains.

keywords: Servicescape, Coffee Shop Chains, Deliver Service, Behavioral Intention, Service Quality

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Article Contents

Vol.19 No.9

Servicescape in Delivering Values to Customer to Enhance Service Quality and Behavioural Intention

Abstract

Reference

The Journal of Distribution Science