Servicescape and customer behavioral intentions – A study in the aviation sector
This study aims to identify the servicescape factors that influence behavior intention through pas-sengers' emotions in the aviation sector.. Based on the S-O-R (Stimulus-Organism-Response) the-oretical framework and a review of prior research, the authors proposed a suitable research modeland...
Đã lưu trong:
| Những tác giả chính: | , , , |
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| Định dạng: | Journal article |
| Ngôn ngữ: | Vietnamese |
| Được phát hành: |
VNUHCM Publisher
2024
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| Những chủ đề: | |
| Truy cập trực tuyến: | https://scholar.dlu.edu.vn/handle/123456789/3592 |
| Các nhãn: |
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| Thư viện lưu trữ: | Thư viện Trường Đại học Đà Lạt |
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| Tóm tắt: | This study aims to identify the servicescape factors that influence behavior intention through pas-sengers' emotions in the aviation sector.. Based on the S-O-R (Stimulus-Organism-Response) the-oretical framework and a review of prior research, the authors proposed a suitable research modeland tested it through a survey of 300 customers who had experienced services at an airport usingconvenience sampling. Using Structural Equation Modeling (SEM) techniques, the results indicatethat the factors of the servicescape, including spatial, aesthetic, safety, and social aspects, signif-icantly impact the formation of customer emotions, both positive and negative. These emotionscontribute toshaping their future behavioralintentions. Thus, the study's findings further affirm theroleoftheS-O-Rtheoryinexplainingthestimulationmechanismsoftheservicespacetoshapecus-tomer behavior in the context of the aviation industry. Based on these findings, the study proposesseveral managerial implications, highlighting the need to invest in aspects of the servicescape atairports to gradually enhance customer behavioral intentions. |
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