The impact of servicescape on customer behavioral intention: a study of apartment leasing service in HCMC

Abstract

This study examines the relationship between every aspect of servicescape, service experience evaluation, and customer behavioral intentions. Based on data derived from 304 customers who have leased apartments in Ho Chi Minh City (HCMC), a link was found between both the substantive and communicative aspects of the servicescape reliably predicted customers’ evaluations. This research also found that a more favorable service experience evaluation positively related to behavioral intentions. Theoretical contributions of this research are elucidated. Moreover, managerial implications related to servicescape design, promotion strategies and service experience enhancement are discussed.