The Effect Of Servicescape On Consumers' Behavioral Intentions In Fast Food Industry In Malaysia

Mazlan, Muhammad Farid (2014) The Effect Of Servicescape On Consumers' Behavioral Intentions In Fast Food Industry In Malaysia. Project Report. UTeM, Melaka, Malaysia. (Submitted)

Text (24 Pages) The Effect Of Servicescape On Consumers' Behavioral Intentions In Fast Food Industry In Malaysia.pdf - Submitted Version Download (510kB)

Abstract

The effect of atmospherics or physical design and decor elements on consumers is recognized by the fast food companies and mentioned in virtually all marketing, retailing and organizational behavior texts. Servicescape is a concept that was developed to emphasize the impact of the physical environment in which a service process takes place. The concept of servicescape can help assess the difference in customer experience between a fast food franchise restaurant and a small, family-run restaurant. There are three primary dimensions in servicescape that have been widely used which are ambient conditions, spatial layout and functionality, and signs, symbols and artifacts. This study was undertaken with the purpose of investigating the effect of servicescape on consumers’ behavioral intentions in fast food industry in Malaysia. Based on several research frameworks that have been built in past years, this study attempt to improvise and implement the concept in the context of Malaysian market. To test this proposition, a new research framework and a structured questionnaire was developed and self distributed to randomly selected respondents but focusing more on younger generation. These respondents have been chosen because of their lifestyle and consumption habits especially people who live in urban area. The findings would provide the correct ways to implement the concept in fast food restaurant and this can ensure the companies sustainability in the industry. In summary, the servicescape as a whole, as well as individual components within the servicescape, have been shown to impact both consumer and service provider perceptions of and reactions to the servicescape.

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