Generation Z’s Perception of Servicescape, Their Satisfaction And Their Retail Shopping Behavioral Outcomes
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Published:
Dec 6, 2018
Keywords:
Servicescape, Retail Marketing, Experiential Marketing, Generation Z, Consumer Satisfaction
Main Article Content
Abstract
Generation Z are the first group of people born in the digital world. They are highly educated, technologically savvy, and innovative. These people have become a large target group for brands, as they tend to dominate the market. Nevertheless, Generation Z are said to be less loyal to retailers, and retailers find it difficult to hold their attention. This study aims to investigate whether retailers’ servicescape could have a significant impact on Generation Z’s retail shopping behavioral outcomes. Servicescape dimensions consisting of substantive staging and communicative staging are the independent variables, while consumer repurchase intention and perceived quality of life are the dependent variables. Consumer satisfaction was hypothesized to mediate the relationship between the independent and dependent variables. The research results were statistically analyzed using Structural Equation Modeling. The analysis revealed that Generation Z’s retail shopping behaviors were significantly influenced by servicescape. The findings have considerably contributed to marketing practices in the digital world in that physical servicescape apart from online world is still of importance.
Article Details
Section
Research Articles
Copyright: Asia-Pacific International University reserve exclusive rights to publish, reproduce and distribute the manuscript and all contents therein.
References
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Zeithaml, V., Berry, L., Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31–46.
Zeithaml, V., Bitner, M. J., & Gremler, D. (2016). Services Marketing: Integrating Customer Focus Across the Firm (6th edition). McGraw-Hill Education.
Andereck, K., & Nyaupane, G. (2011). Exploring the nature of tourism and quality of life perceptions among residents. Journal of Travel Research, 50(4), 248–260.
Arnould, E., Price, L., & Tierney, P. (1998). Communicative staging of the wilderness servicescape. The Service Industries Journal, 18(3), 90–115.
Bagozzi, R. (1975). Marketing as exchange. Journal of Marketing, 39(4), 32–39.
Berenson, M., & Levine, D. (1999). Basic Business: Concepts and Applications (7th edition). New York: Pearson Education.
Bassiouni, D., & Hackley, C. (2014). Generation Z' children's adaptation to digital consumer culture: A critical literature review. Journal of Customer Behaviour, 13(2), 113-133.
Bitner, M. (1992). Servicescape: the impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57–71.
Chang, K. (2016). Effect of servicescape on customer behavioral intentions: Moderating roles of service climate and employee engagement. International Journal of Hospitality Management, 53(1), 116-128.
Chu, C., & Lu, H. (2007). Factors influencing online music purchase intention in Taiwan: An empirical study based on the value-intention framework. Internet Research, 17(2), 139-155.
Dagger, T., & Sweeney, J. (2006). The effect of service evaluations on behavioral intentions and quality of life. Journal of Service Research, 9(1), 3–18.
Dong, P., & Siu, Y. (2013). Servicescape elements, customer predispositions and service experience: the case of theme park visitors. Tourism Management, 36(3), 541–551.
Donovan, R., & Rossiter, J. (1982). Store atmosphere: an environmental psychology approach. Journal of Retailing, 58(1), 34–57.
Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intentions, and Behavior: An Introduction to Theory and Research. Addison-Wesley, Reading, MA.
Grewal, D., Roggeveen, A., & Nordfält, J. (2017). The future of retailing. Journal of Retailing, 93(1), 1-6.
Hair, J., Black, W., Babin, J., Anderson, R., & Tatham, L. (2006). Multivariate Data Analysis (6th edition). New Jersey: Pearson Prentice Hall.
Harris, L., & Ezeh, C. (2008). Servicescape and loyalty intentions: an empirical investigation. European Journal of Marketing, 42(3/4), 390–422.
Ho, R. (2006). Handbook of Univariate and Multivariate Data Analysis and Interpretation with SPSS. New York: Taylor & Francis Group.
Jaafar, S., Lalp, P., & Naba, M. (2011). Consumers’ perceptions, attitudes and purchase intention towards private label food products in Malaysia. Asian Journal of Business and Management Sciences, 2(8), 73-90.
Ku, E. (2011). Recommendations from a virtual community as a catalytic agent of travel decisions. Internet Research, 21(3), 282-303.
Lee, D., & Sirgy, M. (2004). Quality-of-life (QOL) marketing: proposed antecedents and consequences. Journal of Macromarketing, 24(1), 44–58.
Malhotra, N. (2007). Marketing Research (5th edition). New Jersey: Pearson Prentices Hall.
Mehrabian, A., & Russell, J. (1974). An Approach to Environmental Psychology. MIT Press, Cambridge, MA.
Meng, B., & Choi, K. (2017). Theme restaurants’ servicescape in developing quality of life: the moderating effect of perceived authenticity. International Journal of Hospitality Management, 65, 89-99.
Neal, J., Sirgy, M., & Uysal, M. (1999). The role of satisfaction with leisure travel/tourism services and expenditure in satisfaction with leisure life and overall life. Journal of Business Research, 44(3), 153–163.
Nilsson, E., & Ballantyne, D. (2014). Reexamining the place of servicescape in marketing: a service-dominant logic perspective. Journal of Services Marketing, 28(5), 374–379.
Priporas, C., Stylos, N., & Fotiadis, A. (2017). Generation Z consumers’ expectations of interactions in smart retailing: a future agenda. Computers in Human Behavior, 77, 374-381.
Rosenbaum, M., & Massiah, C. (2011). An expanded servicescape perspective. Journal of Service Management, 22(4), 471–490.
Roy, S., Balaji, M., Sadeque, S., Nguyen, B., & Melewar, T. (2017). Constituents and consequences of smart experience in retailing. Technological Experience in Retailing, 124, 257-270.
Ryu, K., & Han, H. (2011). New or repeat customers: how does physical environment influence their restaurant experience? International Journal of Hospitality Management, 30(3), 599–611.
Solomon, M. R. (2017). Consumer Behavior: Buying, Having, and Being (12th ed.). Pearson.
Van Dolen, W., De Ruyter, K., & Lemmink, J. (2004). An empirical assessment of the influence of customer emotions and contact employee performance on encounter and relationship satisfaction. Journal of Business Research, 57(4), 437–444.
Wood, S. (2013). Generation Z as Consumers: Trends and Innovation. Institute for Emerging Issues: NC State University.
Zeithaml, V., Berry, L., Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31–46.
Zeithaml, V., Bitner, M. J., & Gremler, D. (2016). Services Marketing: Integrating Customer Focus Across the Firm (6th edition). McGraw-Hill Education.