The Role of Servicescape, Word of Mouth, Perceived Value of Customer's Behavioral Intention
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Jul 18, 2022
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Servicescape, Word of Mouth, Perceived Value, Behavioral Intention
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Computer Science
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Abstract
The purpose of this research is to investigate the relationship between Servicescape, word of mouth, and the perceived value of customer behavioral intention. Non-probability sampling is used in this study. A sample of 100 respondents was used to test the relationships between specified variables using structural equation modeling (SEM). A seven-point Likert scale was used to assess all indicators. It was discovered that servicescape components have no effect on behavioral intention; however, perceived value and word of mouth have an effect on behavioral intention. To improve validity and reliability, future researchers may replicate the study with more extensive and cross-sectional segments. Future research could look into the moderating role of customer characteristics in the relationship hypothesized in this study. Increase the number of respondents, use different sampling methods, add other variables, and use different units of analysis are all suggestions for future research.
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Djakasaputra, A., Juliana, Amelda Pramezwary and Rosianna Sianipar (2022) “The Role of Servicescape, Word of Mouth, Perceived Value of Customer’s Behavioral Intention”, Jurnal Mantik, 6(2), pp. 1757-1763. Available at: https://iocscience.org/ejournal/index.php/mantik/article/view/2638 (Accessed: 17July2026).
References
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[5] Barreda, A. A., Bilgihan, A., & Kageyama, Y. (2015). The Role of Trust in Creating Positive Word of Mouth and Behavioral Intentions: The Case of Online Social Networks. Journal of Relationship Marketing, 14(1), 16–36. https://doi.org/10.1080/15332667.2015.1006002
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[9] Durna, U., Dedeoglu, B.B. and Balikçioglu, S. (2015). The role of servicescape and image perceptions of customers on behavioral intentions in the hotel industry”, International Journal of Contemporary Hospitality Management, Vol. 27 No. 7, pp. 1728-1748.
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[11] Goeltom, V. A. H., Kristiana, Y., Juliana, Pramono, R., & Purwanto, A. (2019). The influence of intrinsic, extrinsic, and consumer attitudes towards intention to stay at a Budget Hotel. African Journal of Hospitality, Tourism and Leisure, 8(2), 1–16.
[12] Ha, J., & (Shawn) Jang, S. C. (2010). Perceived values, satisfaction, and behavioral intentions: The role of familiarity in Korean restaurants. International Journal of Hospitality Management, 29(1), 2–13. https://doi.org/10.1016/j.ijhm.2009.03.009
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[14] Harris, L.C. and Goode, M. (2010). Online servicescapes, trust, and purchase intentions”, Journal of Services Marketing, Vol. 24 No. 3, pp. 240-243.
[15] Ibrahim, Y., Sobaih, A. E., & El-Sayiad, M. (2018). Impact of service Environment and Service Quality on Customer Satisfaction and Behavioral Intentions in Hotels. Journal of the Faculty of Tourism and Hotels-University of Sadat City, 2(1), 127–146. https://doi.org/10.21608/mfth.2018.26255
[16] Jani, D. and Han, H. (2013). Personality, social comparison, consumption emotions, satisfaction, and behavioral intentions: how do these and other factors relate in a hotel setting?”, International Journal of Contemporary Hospitality Management, Vol. 25 No. 7, pp. 970-993.
[17] Juliana, J., Aditi, B., Nagoya, R., Wisnalmawati, W., & Nurcholifah, I. (2022). Tourist visiting interests: The role of social media marketing and perceived value. International Journal of Data and Network Science, 6(2), 469–476. https://doi.org/10.5267/j.ijdns.2021.12.007
[18] Juliana, & Noval, T. (2020). Pengaruh Servicescape terhadap Loyalitas Konsumen Di Restoran Chakra The Breeze Bumi Serpong Damai. 4(1), 1–4.
[19] Juliana, Pramono, R., Djakasaputra, A., & Bernarto, I. (2020). Observational learning and word of mouth against consumer online purchase decision during the pandemic COVID-19. Systematic Reviews in Pharmacy, 11(9), 751–758. https://doi.org/10.31838/srp.2020.9.106
[20] Kemenperin. (2019). Kemenperin: Industri Makanan dan Minuman Jadi Sektor Kampiun. Diambil 16 Maret 2020, dari https://kemenperin.go.id/artikel/20298/Industri-Makanan-dan-Minuman-Jadi-Sektor-Kampiun-.
[21] Kesumawardani, C. A. (2012). Pengaruh Servicescape dalam Membentuk Word of Mouth (Studi pada Restoran Marché Cabang Plaza Senayan).
[22] Kuruuzum, A. and Koksal, C. D. (2010). The impact of service quality on behavioral intention in hospitality industry”, International Journal of Business and Management Studies, Vol. 2 No. 1, pp. 9-15.
[23] Lee, Sang-Hyeop; Liew Khar Khiawand?;Kim, D.-H. (2015). Servicescape and Customer Behavioral Intention: The Impact of Servicescape on Customer Emotion Responses towards Customer Satisfaction and Behavioral Intention in Local Coffee Shops in Kuala Lumpur, Malaysia. Culinary Science & Hospitality Research, 21(5), 129–138. https://doi.org/10.20878/cshr.2015.21.5.012012012
[24] Lu, K., & Wang, X. (2020). Analysis of Perceived Value and Travelers’ Behavioral Intention to Adopt Ride-Hailing Services: Case of Nanjing, China. Journal of Advanced Transportation, 2020. https://doi.org/10.1155/2020/4380610
[25] Martensen, A., &Grønholdt, L. (2016). The effect of word-of-mouth on consumer emotions and choice: findings from a service industry, International Journal of Quality and Service Sciences, 8(3), pp. 298-314.
[26] Mir, I. A. (2011). Impact of the word of mouth on consumers’ attitude towards the non_deceptive counterfeits, Middle-East Journal of Scientific Research, 9(1), pp. 51- 56.
[27] Mouloudj, K., & Bouarar, A. C. (2021). The Impact of Word of Mouth on Intention to Purchase Green Products: An Empirical Study. Algerian Journal of Economics and Management, 15(June). https://www.researchgate.net/publication/352357395
[28] Park, J.Y., Back, R.M., Bufquin, D. and Shapoval, V. (2019). Servicescape, positive affect, satisfaction and behavioral intentions: the moderating role of familiarity”, International Journal of Hospitality Management, Vol. 78, pp. 102-111.
[29] Park, J.-Y., Back, R. M., Bufquin, D., & Shapoval, V. (2019). Servicescape, positive affect, satisfaction and behavioral intentions: The moderating role of familiarity. International Journal of Hospitality Management, 78, 102–111. https://doi.org/https://doi.org/10.1016/j.ijhm.2018.11.003
[30] Podnar, K., & Javernik, P. (2012). The effect of word of mouth on consumers’ attitudes toward products and their purchase probability, Journal of Promotion Management, 18(2), pp. 145-168.
[31] Purwanto, A., & Juliana. (2022). The effect of supplier performance and transformational supply chain leadership style on supply chain performance in manufacturing companies. Uncertain Supply Chain Management, 10(2), 511–516. https://doi.org/10.5267/j.uscm.2021.12.001
[32] Reimer, A. and Kuehn, R. (2005). The impact of servicescape on quality perception”, European Journal of Marketing, Vol. 39 No. 7, pp. 783-308.
[33] Reynaldi, A. B., & Widodo, A. (2017). Pengaruh Servicescape dalam membentuk Word of Mouth (Studi pada Restoran Karnivor Steak Bandung). e-Proceeding of Management, 4(3), 637915.
[34] Rosenbaum, M. S. (2005). The symbolic servicescape: your kind is welcomed here”, Journal of Consumer Behavior. International Research and Review, Vol. 4 No. 4, pp. 257-267.
[35] Rudyanto, R., Pramono, R., Juliana, J. (2021). Perception of Knowledge of the Risk of the COVID -19 Pandemic Regarding Touring Intentions and Tourism Travel Recommendations. Journal of Environmental Management and Tourism, VII(4), 929–947. https://doi.org/10.14505/jemt.v12.4(52).08
[36] Sekaran, U., & Bougie, R. (2016). Research methods for business?: a skill-building approach / Uma Sekaran and Roger Bougie. In Nucleic Acids Research.
[37] Shirsavar, H.A., Gilaninia, S., &Almani, A. M. (2012). A study of factors influencing positive word of mouth in the Iranian banking industry, Middle East Journal of Scientific Research, 11(4), pp. 454-460.
[38] Soltani, M., &Khavari, M. (2015). Antecedents of positive word of mouth and its effects on attitude toward product, International Journal of Management, Accounting, and Economics, 2(9), pp. 1020-1036.
[39] Sweeney, J.C., Soutar, G. (2001). Consumer perceived value: the development of multiple item scale. Journal of Retailing 77 (2), 203–220.
[40] Van Anh, N., & Thao, N. T. P. (2020). The impact of servicescape on service quality and customer behavioral intention – an evidence in coffee industry. International Journal of Entrepreneurship, 24(1 Special Issue), 1–14.
[41] Widyasari, E. F. D. (2014). Pengaruh Suasana Layanan terhadap Word of Mouth pada PT. Coffee Toffee Indonesia.
[42] Zeithaml, V.A. and Bitner, M. J. (2003). Services Marketing: Integrating Customer Focus Across the Firm, McGraw-Hill, New York, NY.
[43] Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence", Journal ofMarketing, vol. 52, no. 3, pp. 2-22. http://dx.doi.org/10.2307/1251446.
[44] Zhao, Y., Chau, K. Y., Shen, H., & Duan, X. (2022). Relationship between perceived value, satisfaction and behavioural intention of homestays in the experience economy of mainland China. Anatolia, 00(00), 1–12. https://doi.org/10.1080/13032917.2021.2018718
[2] Aslam, S., Jadoon, E., &Zaman, K. (2011). Effect of word of mouth on consumer buying behavior, Mediterranean Journal of Social Sciences, 2(3), pp. 497-405.
[3] Asmayaty, I. (2017). Pengaruh Word Of Mouth, Kualitas Layanan, Kualitas Produk, Dan Promosi Terhadap Keputusan Pembelian Konsumen (Studi Kasus Tf Miracle Water). Jmm Unram - Master Of Management Journal, 6(3). https://doi.org/10.29303/jmm.v6i3.160.
[4] Avan, A., Uyar, A., Zorlu, Ö., & Özmen, A. (2019). The effects of servicescape on the emotional states and behavioural responses of hotel guests. Anatolia, 30(3), 303–315. https://doi.org/10.1080/13032917.2019.1575885
[5] Barreda, A. A., Bilgihan, A., & Kageyama, Y. (2015). The Role of Trust in Creating Positive Word of Mouth and Behavioral Intentions: The Case of Online Social Networks. Journal of Relationship Marketing, 14(1), 16–36. https://doi.org/10.1080/15332667.2015.1006002
[6] Bitner, M. J. (1992). Servicescapes: the impact of physical surroundings on customers and employees”, Journal of Marketing, Vol. 56 No. 2, pp. 57-71.
[7] Carlson, J. and O’Cass, A. (2010). Exploring the relationships between e-service quality, satisfaction, attitudes and behaviour in content-driven e-service web sites”, Journal of Services Marketing, Vol. 24 No. 2, pp. 112-127.
[8] Daugherty, T., and Hoffman, E. (2014). eWOM and the importance of capturing consumer attention within social media, Journal of Marketing Communications, 20(1+2), pp. 82–102.
[9] Durna, U., Dedeoglu, B.B. and Balikçioglu, S. (2015). The role of servicescape and image perceptions of customers on behavioral intentions in the hotel industry”, International Journal of Contemporary Hospitality Management, Vol. 27 No. 7, pp. 1728-1748.
[10] Fornell, C. & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error", Journal ofMarketing Research, vol. 18, no. 1, pp. 39-50. http://dx.doi.org/10.2307/3151312.
[11] Goeltom, V. A. H., Kristiana, Y., Juliana, Pramono, R., & Purwanto, A. (2019). The influence of intrinsic, extrinsic, and consumer attitudes towards intention to stay at a Budget Hotel. African Journal of Hospitality, Tourism and Leisure, 8(2), 1–16.
[12] Ha, J., & (Shawn) Jang, S. C. (2010). Perceived values, satisfaction, and behavioral intentions: The role of familiarity in Korean restaurants. International Journal of Hospitality Management, 29(1), 2–13. https://doi.org/10.1016/j.ijhm.2009.03.009
[13] Hair, Joseph F., Black, W.C, Babin, B.J & Anderson , R, E. (2014). Multivariate Data Analysis Pearson Education Limited. Harlow. England (7th Editio). Pearson Education Limited. Harlow. England.
[14] Harris, L.C. and Goode, M. (2010). Online servicescapes, trust, and purchase intentions”, Journal of Services Marketing, Vol. 24 No. 3, pp. 240-243.
[15] Ibrahim, Y., Sobaih, A. E., & El-Sayiad, M. (2018). Impact of service Environment and Service Quality on Customer Satisfaction and Behavioral Intentions in Hotels. Journal of the Faculty of Tourism and Hotels-University of Sadat City, 2(1), 127–146. https://doi.org/10.21608/mfth.2018.26255
[16] Jani, D. and Han, H. (2013). Personality, social comparison, consumption emotions, satisfaction, and behavioral intentions: how do these and other factors relate in a hotel setting?”, International Journal of Contemporary Hospitality Management, Vol. 25 No. 7, pp. 970-993.
[17] Juliana, J., Aditi, B., Nagoya, R., Wisnalmawati, W., & Nurcholifah, I. (2022). Tourist visiting interests: The role of social media marketing and perceived value. International Journal of Data and Network Science, 6(2), 469–476. https://doi.org/10.5267/j.ijdns.2021.12.007
[18] Juliana, & Noval, T. (2020). Pengaruh Servicescape terhadap Loyalitas Konsumen Di Restoran Chakra The Breeze Bumi Serpong Damai. 4(1), 1–4.
[19] Juliana, Pramono, R., Djakasaputra, A., & Bernarto, I. (2020). Observational learning and word of mouth against consumer online purchase decision during the pandemic COVID-19. Systematic Reviews in Pharmacy, 11(9), 751–758. https://doi.org/10.31838/srp.2020.9.106
[20] Kemenperin. (2019). Kemenperin: Industri Makanan dan Minuman Jadi Sektor Kampiun. Diambil 16 Maret 2020, dari https://kemenperin.go.id/artikel/20298/Industri-Makanan-dan-Minuman-Jadi-Sektor-Kampiun-.
[21] Kesumawardani, C. A. (2012). Pengaruh Servicescape dalam Membentuk Word of Mouth (Studi pada Restoran Marché Cabang Plaza Senayan).
[22] Kuruuzum, A. and Koksal, C. D. (2010). The impact of service quality on behavioral intention in hospitality industry”, International Journal of Business and Management Studies, Vol. 2 No. 1, pp. 9-15.
[23] Lee, Sang-Hyeop; Liew Khar Khiawand?;Kim, D.-H. (2015). Servicescape and Customer Behavioral Intention: The Impact of Servicescape on Customer Emotion Responses towards Customer Satisfaction and Behavioral Intention in Local Coffee Shops in Kuala Lumpur, Malaysia. Culinary Science & Hospitality Research, 21(5), 129–138. https://doi.org/10.20878/cshr.2015.21.5.012012012
[24] Lu, K., & Wang, X. (2020). Analysis of Perceived Value and Travelers’ Behavioral Intention to Adopt Ride-Hailing Services: Case of Nanjing, China. Journal of Advanced Transportation, 2020. https://doi.org/10.1155/2020/4380610
[25] Martensen, A., &Grønholdt, L. (2016). The effect of word-of-mouth on consumer emotions and choice: findings from a service industry, International Journal of Quality and Service Sciences, 8(3), pp. 298-314.
[26] Mir, I. A. (2011). Impact of the word of mouth on consumers’ attitude towards the non_deceptive counterfeits, Middle-East Journal of Scientific Research, 9(1), pp. 51- 56.
[27] Mouloudj, K., & Bouarar, A. C. (2021). The Impact of Word of Mouth on Intention to Purchase Green Products: An Empirical Study. Algerian Journal of Economics and Management, 15(June). https://www.researchgate.net/publication/352357395
[28] Park, J.Y., Back, R.M., Bufquin, D. and Shapoval, V. (2019). Servicescape, positive affect, satisfaction and behavioral intentions: the moderating role of familiarity”, International Journal of Hospitality Management, Vol. 78, pp. 102-111.
[29] Park, J.-Y., Back, R. M., Bufquin, D., & Shapoval, V. (2019). Servicescape, positive affect, satisfaction and behavioral intentions: The moderating role of familiarity. International Journal of Hospitality Management, 78, 102–111. https://doi.org/https://doi.org/10.1016/j.ijhm.2018.11.003
[30] Podnar, K., & Javernik, P. (2012). The effect of word of mouth on consumers’ attitudes toward products and their purchase probability, Journal of Promotion Management, 18(2), pp. 145-168.
[31] Purwanto, A., & Juliana. (2022). The effect of supplier performance and transformational supply chain leadership style on supply chain performance in manufacturing companies. Uncertain Supply Chain Management, 10(2), 511–516. https://doi.org/10.5267/j.uscm.2021.12.001
[32] Reimer, A. and Kuehn, R. (2005). The impact of servicescape on quality perception”, European Journal of Marketing, Vol. 39 No. 7, pp. 783-308.
[33] Reynaldi, A. B., & Widodo, A. (2017). Pengaruh Servicescape dalam membentuk Word of Mouth (Studi pada Restoran Karnivor Steak Bandung). e-Proceeding of Management, 4(3), 637915.
[34] Rosenbaum, M. S. (2005). The symbolic servicescape: your kind is welcomed here”, Journal of Consumer Behavior. International Research and Review, Vol. 4 No. 4, pp. 257-267.
[35] Rudyanto, R., Pramono, R., Juliana, J. (2021). Perception of Knowledge of the Risk of the COVID -19 Pandemic Regarding Touring Intentions and Tourism Travel Recommendations. Journal of Environmental Management and Tourism, VII(4), 929–947. https://doi.org/10.14505/jemt.v12.4(52).08
[36] Sekaran, U., & Bougie, R. (2016). Research methods for business?: a skill-building approach / Uma Sekaran and Roger Bougie. In Nucleic Acids Research.
[37] Shirsavar, H.A., Gilaninia, S., &Almani, A. M. (2012). A study of factors influencing positive word of mouth in the Iranian banking industry, Middle East Journal of Scientific Research, 11(4), pp. 454-460.
[38] Soltani, M., &Khavari, M. (2015). Antecedents of positive word of mouth and its effects on attitude toward product, International Journal of Management, Accounting, and Economics, 2(9), pp. 1020-1036.
[39] Sweeney, J.C., Soutar, G. (2001). Consumer perceived value: the development of multiple item scale. Journal of Retailing 77 (2), 203–220.
[40] Van Anh, N., & Thao, N. T. P. (2020). The impact of servicescape on service quality and customer behavioral intention – an evidence in coffee industry. International Journal of Entrepreneurship, 24(1 Special Issue), 1–14.
[41] Widyasari, E. F. D. (2014). Pengaruh Suasana Layanan terhadap Word of Mouth pada PT. Coffee Toffee Indonesia.
[42] Zeithaml, V.A. and Bitner, M. J. (2003). Services Marketing: Integrating Customer Focus Across the Firm, McGraw-Hill, New York, NY.
[43] Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence", Journal ofMarketing, vol. 52, no. 3, pp. 2-22. http://dx.doi.org/10.2307/1251446.
[44] Zhao, Y., Chau, K. Y., Shen, H., & Duan, X. (2022). Relationship between perceived value, satisfaction and behavioural intention of homestays in the experience economy of mainland China. Anatolia, 00(00), 1–12. https://doi.org/10.1080/13032917.2021.2018718
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