Abstract

SCHUSTER, Marcelo; DIAS, Valéria  and  BATTISTELLA, Luciana. The effects of servicescape in satisfaction, loyalty and word of mouth for consumers in Brazil. RGPLP [online]. 2016, vol.15, n.3, pp.19-39. ISSN 1645-4464.

Several studies have explored the quality of services provided to consumers, however, researches which look deeper into the aspects of intangible marketing are lacking, including physical evidences and their influence on consumer behavior. The aim of this study was to verify how the dimensions of servicescape (environmental conditions, features, signs and artifacts) influence on satisfaction, loyalty and disclosure behavior, word of mouth (mouth to mouth) of shopping centers consumers in Brazil. In addition, it intends to verify the impact of satisfaction and loyalty on WOM. To this end, a quantitative nature investigation was carried out by means of structural equation modeling, with a sample of 490 consumers. The results indicate that servicescape interferes in consumer choices. It is noteworthy that the visual and sensory aspects are the most crucial in consumer loyalty, as the functional aspects exert greater influence on satisfaction.

Keywords : Servicescape; Service Environment; Supermarket; Satisfaction; Loyalty.

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