The effect of servicescape on service quality and customer behavioral intention – An evidence in coffeeshop service in Viet Nam market

Abstract

This study aims to evaluate the role of the servicescape to service quality and customer behavioral intentions in the context of the coffee shops chains service in the Vietnam market. The author uses Structural Equational Modeling (SEM) to test the research model and hypotheses through survey data of 326 customers who have used services at coffee shops in cities in Vietnam. The results show that the concept of servicescape is a separate concept that plays an important antecedent role to service quality and customer behavioral intention, and employees service quality also plays a vital role in order to improve the overall service quality. The results of this study have confirmed the need to manage servicescape and employee service quality at coffeeshops chains which will contribute to enhace overall service quality and forming the intention to return using services of customers. Based on this result, the study has given some implications for managers not only in the coffee shops chains business but also in other service industry. The important contribution of this study is the affirmation of the independent role of servicescape in the coffee shops chain service business in the Vietnam market.