The Relationship between Service Environment and Behavioral Outcomes: A Study of a Retail Fashion Brand's Clothing Stores in Bangkok

Abstract

Retail providers have a special interest in using service environment cues to influence customers’ behaviors, including, but not limited to, customers’ intentions to revisit the store, spread positive word-of-mouth about the products or services, develop and maintain affirmative attitudes toward the facility, and spend additional time in the store. This research considers the environment cues - the so-called “servicescape,” - used by a well-known retail fashion brand in Bangkok, Thailand. J Clothing stores (the name has been changed). A questionnaire including both closed- and open-ended questions was used to survey 390 respondents, all of whom had visited and/or bought products from a J Clothing store in Bangkok. This research applied the Pearson Correlation and Independent T-test and One-way Analysis of Variance (ANOVA). The results indicate that there is a significant relationship between service environment (ambience, design/layout, and social factors) and behavioral outcomes (intention to revisit, word-of-mouth, attitude to facility, and the time spent in a Jl clothing store).