Influence of servicescape on behavioural intentions through mediation and moderation effects: A study on Malaysia's full-service restaurants

Muhammad Asghar Ali, Ding Hooi Ting, Lina Salim, Muhammad Ahmad-Ur-Rehman, Collins G. Ntim
2021 Cogent Business & Management  
Restaurant servicescape domain consists of physical and social aspects. Surprisingly, both aspects have been studied independently. This study aims to investigate the unanimous effects of servicescape on consumer behaviour in a fullservice context (Malaysia) through the mediating and moderating effects of customer satisfaction and perceived crowding. Online survey method was used for data collection. 300 respondents completed and returned the questionnaire. Only 200 properly filled responses
more » ... e subjected to data analysis using the Smart PLS-SEM technique. Based on the results, servicescape (3 rd order construct) directly influenced eWOM and repurchase intentions. An indirect effect through partial mediation of customer satisfaction was also found. Furthermore, perceived crowding positively moderated the relationship between servicescape and customer satisfaction. Limited number of studies have investigated the holistic effects of
doi:10.1080/23311975.2021.1924923 fatcat:2t46ejrbovf35eawnnlkwg33aa