The Effects of Servicescape in Non-Franchise Coffee Shops Influencing on Consumers’ Behavioral Intention to Use Services with Mediator Variables
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Abstract
The purposes of this study were to study the relationship between servicescape and behavioral intention to use services by having store image and satisfaction as mediated variables and to study a relationship between store image and satisfaction. The study is a quantitative study that employed a questionnaire to collect data from 402 samples selected by convenience sampling. A structural equation model is used to analyze the data. The model had goodness-of-fit with the empirical data which considered the value of c2 = 102.621, df = 102.621, P-value = .153, c2/df = 1.153, GFI = .971, AGFI = .951, CFI = .998, RMSEA = .020, and RMR = .006. The results showed that servicescape influences behavioral intention to use services by having store image and satisfaction as mediated variables. Also, store image impacts satisfaction. The research results are consistent with the model of the environment influencing responses via organism, which demonstrates that servicescape does not directly affect behavioral intention to use services but affect it indirectly via store image and satisfaction. Additionally, store image impacts satisfaction before impacting on behavioral intention. The research results are beneficial to new and existing coffee shop entrepreneurs, who desire to arrange appropriated servicescape with available resources in order to meet target market expectations. Nevertheless, if entrepreneurs desire to have consumers’ behavioral intention, they may create store image together with customer satisfaction.
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