Understanding the influence of physical servicescape on consumers’ intentions to revisit dessert stores using the SOR model

Koay, Kian Yeik; Tey, Jeremy

doi:10.1080/08974438.2024.2362189

Journal of International Food & Agribusiness Marketing

2024

DOI: 10.1080/08974438.2024.2362189

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Understanding the influence of physical servicescape on consumers’ intentions to revisit dessert stores using the SOR model

Kian Yeik Koay,

Jeremy Tey

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2024

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The bubble tea phenomenon: understanding the role of servicescape in consumers' responses

Koay,

Tan,

Idris

et al. 2024

APJBA

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PurposeThe consumption of bubble tea is a huge phenomenon in Southeast Asia, and many bubble tea stores have been decorated uniquely in an attempt to attract more consumers. Hence, the purpose of this study is to investigate the influence of servicescape on experiential value and its influence on consumers' responses (i.e. eWOM, revisit intentions and willingness to pay a price premium) based on the Stimulus-Organism-Response framework.Design/methodology/approachThis research project gathered survey data from 289 consumers of bubble tea. The collected data underwent analysis employing a statistical technique known as partial least squares structural equation modelling to examine and understand the relationships between different variables within the dataset, offering insights into consumer behaviour and preferences regarding bubble tea consumption.FindingsThe results show that factors such as facility aesthetics, seating comfort and cleanliness positively affect experiential value. However, layout accessibility and signs and symbols do not affect experiential value. In addition, experiential value positively affects eWOM, revisit intentions and willingness to pay a price premium.Originality/valueThe importance of servicescape in physical stores within the restaurant setting has been extensively documented in existing literature. However, there is a notable lack of research addressing the influence of servicescape on consumer responses, particularly within the bubble tea context. This study stands out as one of the few endeavours to examine the impacts of servicescape on consumer responses within the bubble tea industry.

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The bubble tea phenomenon: understanding the role of servicescape in consumers' responses

Koay,

Tan,

Idris

et al. 2024

APJBA

View full text Add to dashboard Cite

show abstract

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Understanding the influence of physical servicescape on consumers’ intentions to revisit dessert stores using the SOR model

Cited by 1 publication

References 70 publications

The bubble tea phenomenon: understanding the role of servicescape in consumers' responses

The bubble tea phenomenon: understanding the role of servicescape in consumers' responses

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