A
Preliminary Investigation of the Effects of Servicescape
on Consumers’ Loyalty Intentions
Syed Karamatullah Hussainy
Director ORIC, KASB Institute of Technology
Umair Tariq
Research Associate, KASB Institute of Technology
Masters of Business Administration, Institute of
Business Management
Eesar Khan
Senior Faculty & Manager University-Industrial Linkages,
KASB Institute of Technology
Abstract
The main purpose of the study was to investigate the
effects of servicescape on service quality, customer
satisfaction and then on the loyalty intentions in the
service settings. The study has used two different
industries including banking and restaurants to check
the role of servicescape in determining the loyalty
intentions of the consumers of services. The framework
is unique in a way that it contains two different sets
of mediator models that lead to loyalty intentions.
Survey method was adopted to reach the target audience
of both the industries and findings of the paper
suggested that marketing practitioners must consider
taken variables of servicescape if they want to achieve
the quality, satisfaction and the loyalty. Future
researchers may apply this model taking loyalty as their
final constructs and moreover, the study also provides
the measures to gauge the constructs of servicescape,
perceived quality, customer satisfaction and loyalty
intentions so that future research can advance in this
field to explore more dimensions.
Keywords: servicescape, perceived quality, customer satisfaction, loyalty intentions
