The Role of SERVICESCAPE in Fostering Customer Satisfaction and Positive Emotion Among Shopping Mall Patrons

Abstract

In today’s competitive business environment, delivering customer satisfaction and positive emotion are vital to maintain long term relationship with the customers. Due to this notion, this study was conducted to investigate the influence of SERVICESCAPE on customer satisfaction and positive emotion among shopping mall patrons in Klang Valley, Malaysia. Building on Bitner’s model of physical surroundings, this paper discusses four vital components of SERVICESCAPE (ambient, spatial layout / functionality, signs / symbols / artefacts, and cleanliness) that should be considered by shopping mall operators in ensuring customer satisfaction and positive emotion could be achieved. A non-probability convenience sampling method was used to distribute questionnaires to 180 respondents who visited three shopping malls in Klang Valley. However, only 160 questionnaires were usable for further analysis after preliminary data analysis. The results of data analysis lend support to all the hypothesized relationships. Implication for research and managerial practices were also discussed in this study.