This paper seeks better to conceptualise, operationalise and subsequently to test a multi‐dimensional and more social view of servicescape and the direct and moderated linkages with loyalty intentions.
A survey research method was used to study servicescapes in the context of UK restaurants.
In furtherance of conceptualisation efforts, a model is developed to evaluate the linear influences of nine servicescape variables on customers' loyalty intentions. Additionally, the model appraises the impact of personal and environmental factors which moderate the servicescape‐loyalty intentions relationship. Analysis of survey responses finds a number of significant associations with loyalty intentions.
The results of the study indicate that practitioners should reflect carefully on a range of servicescape variables and judiciously manage such factors to improve the extent to which consumers are likely to foster positive intentions to be loyal.
The paper contributes a multi‐dimensional and more social framework of servicescape that is subsequently operationalised and tested. It also supplies a measure of servicescape that future researchers may find useful.
