Abstract:
Purpose
The purpose to conduct this research is to identify the relationship and effect of variables of
service scape namely facility aesthetics, layout accessibility and cleanliness on behavioral
intentions. Furthermore, it aims to establish the impact of service scape on behavioral
intentions with a mediating role of customer satisfaction. It can be helpful in understanding
the type of customers’ preferences of dining at restaurant that seek a particular sort of
environment; it may also assist the service provider and management in identifying the
service scape that best fits the need of customers and optimizes operations.
Methodology & Design
The research is explanatory in nature with cross-sectional approach. This research is
designed as a quantitative research that used primary data. Data collection instrument is
questionnaire survey adapted by previous researchers; sampling technique is convenience
sampling. The sample size was 302 and research population consisted of restaurant
consumers from Karachi.
PROCESS Hayes’s Model 4.
Data was analyzed through SPSS by testing Regression on
Findings
The research model resulted in establishing a significant direct relationship between facility
aesthetics and behavioral intentions, similarly a significant direct relationship between
cleanliness and behavioral intentions. However insignificant direct relationship occurs
between layout accessibility and behavioral intentions. Secondly, it is found that customer
satisfaction has a mediating role on effect of service scape and behavioral intentions.
Limitations
The shortcoming faced in the research is the less number of responses ffom food consumers
of restaurants and dining facilities due to rigid time frame of study and cultural dilemma as
individuals are not enthusiastic about participating in such academic studies.
Recommendations
Service providers and restaurant managements must be aware of the efficient design and
layout that will be helpful in fulfilling needs of customers in order to satisfy them. Customer
satisfaction leads to repetitive behavior of consumers. This study aims to provide the insight
on information as to how facility surrounding, design, cleanliness and layout architecture
affect the customer’s perception and can help them in investing time and resources in order
to develop the facility plan and create restaurant and services that satisfy the customer needs.
By carefully exploring the results of this research, service providers might be able to offer
delightful and pleasurable service delivery to its customers by the use of service scape.
