Department of Marketing
The impact of the servicescape on the desire to stay in convention and exhibition centers: The case of Macao
This study examines the important role of the servicescape in relation to customers' cognitive (beliefs about servicescape quality), affective (affect and satisfaction) and behavioral responses (desire to stay) in the context of convention and exhibition centers in Macao. Unlike previous servicescape studies, we include two personal customer characteristics, namely perceived sacrifice and value-for-money considerations, as potential moderators of the relationship between customers' satisfaction and the desire to stay. Overall, our results suggest that servicescape elements positively influence customers' perceived quality of the service, their affect, customer satisfaction and desire to stay. Furthermore, this study reveals that value-for-money considerations enhance the positive impact customer satisfaction has on customers' desire to stay in convention centers and that customers' perceived level of sacrifice has a direct effect on their desire to stay. Theoretical and managerial implications are also presented. © 2011 Elsevier Ltd.
Convention and exhibition center, Desire to stay, Macao, Moderating effect, Servicescape
Source Publication Title
International Journal of Hospitality Management
Siu, Noel Yee-Man, Penny Yim King Wan, and Ping Dong. "The impact of the servicescape on the desire to stay in convention and exhibition centers: The case of Macao." International Journal of Hospitality Management 31.1 (2012): 236-246.