Chief Editor EDITORIAL ADVISORS THE CUSTOMERS' PERCEPTION OF SERVICESCAPE INFLUENCE ON THEIR BEHAVIOR

M Singaraj, M Phil, M Mrs, Immaculate Josephin, Ruba, D Awasthi, Uttar India, Tirtharaj Bhoi, Bavani Janagan
unpublished
This study investigates the customers' perception of servicescape influence on their behavior in relation to retail industry specifically Shanmuga Agency, Batticaloa. The servicescape dimensions are ambient conditions; spatial layout and functionality; and signs, symbols, and artifacts adopted from Dharithri, T, & Ruberu, N 2017. Data were collected using structured questionnaire from 100 samples of Shanmuga Agency customers. While both the variables individually have high level attributes of
more » ... vel attributes of the customers. The correlation coefficient (0.765) between servicescape and behavior indicates that the servicescape is useful to predict the variation in behavior. R Square value of 0.586 shows that 58 % of the variation in servicescape is caused by the regression model. Further, this study empirically contributes to managers and entrepreneurs regarding servicescape and behaviour.
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