The Effect of the Perceived Servicescape on Customers' Behavioral Intentions - An empirical study on Chinese fast food restaurants

Abstract: Purpose: The purpose of this study is to examine the role of the perceived servicescape (i.e. color, music, cleanliness, ambient temperature, layout/function and signs/symbols) in influencing customers' behavioral intentions in Chinese fast food restaurants. Methods: In this study, a deductive approach, a quantitative methodology, and a survey research design are adopted. The data is collected by self-completion questionnaire and analyzed by factor analysis and multiple regression analysis. Findings: The study finds out that the perceived servicescape positively influence customers' behavioral intentions in the context of Chinese fast food restaurants. More specifically, the perceived servicescape elements of colors, music, and layout/function are the best predictors that can explain customers' behavioral intentions very well. By contrast, the elements of cleanliness, ambient temperature, and signs/symbols have relatively less influence on customers' behavioral intentions. Conclusion: In the context of Chinese fast food restaurants, the perceived servicescapes play a persuasive role in influencing customers' behavioral intentions. Proper colors, appropriate background music, a satisfactory level of hygiene, a comfortable ambient temperature, logical layouts, and the explicit signage within the servicescapes can significantly elicit customers' emotional pleasure feelings (i.e. pleased, relaxed and satisfied), which in turn influence customers' behavioral intentions. In order to predict customers' favorable behavioral intentions such as positive word-of-mouth intentions, willingness to recommend and intentions to revisit, layout/function is the most important servicescape element that should be well-designed and managed.