The impact of the servicescape on the desire to stay in convention and exhibition centers: The case of Macao |
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Authors: | Noel Yee-Man Siu Ping Dong |
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Institution: | a Department of Marketing, School of Business, Hong Kong Baptist University, Kowloon Tong, Hong Kong b Faculty of Business Administration, University of Macau, Av. Padre Tomás Pereira, Taipa, Macao c Department of Marketing, The Chinese University of Hong Kong, Shatin, N.T., Hong Kong |
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Abstract: | This study examines the important role of the servicescape in relation to customers’ cognitive (beliefs about servicescape quality), affective (affect and satisfaction) and behavioral responses (desire to stay) in the context of convention and exhibition centers in Macao. Unlike previous servicescape studies, we include two personal customer characteristics, namely perceived sacrifice and value-for-money considerations, as potential moderators of the relationship between customers’ satisfaction and the desire to stay. Overall, our results suggest that servicescape elements positively influence customers’ perceived quality of the service, their affect, customer satisfaction and desire to stay. Furthermore, this study reveals that value-for-money considerations enhance the positive impact customer satisfaction has on customers’ desire to stay in convention centers and that customers’ perceived level of sacrifice has a direct effect on their desire to stay. Theoretical and managerial implications are also presented. |
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Keywords: | Servicescape Desire to stay Convention and exhibition center Moderating effect Macao |
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