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Weweliyadda & Deegahawature
there is a positive impact on customer (Harris, 2006), Facebook, Twitter and
behavioral outcomes from these IPhones which make it very easy to convey
developments. Therefore this study focuses opinions about anything instantly to a wide
to investigate the impact of servicescape that range of people. Thus, dealing with
relevant to both private and public sector customers well at the organization by the
banks in Sri Lanka, on customer behavioral staff is even more essential than in the past.
outcomes in a diversified ethnic
environment. 3 METHODOLOGY
Bitner (1992) suggested that three
2 LITERATURE REVIEW
primary dimensions of the servicescape
Each consumer’s individual experiences consists of ambiance, design/layout and
result in varying outcomes. A person’s social factors. According to Deegahawature
assessment of a service environment results and Jayasundara (2010), the service
in behavioral outcomes and it is determined environment plays an important role in
by continuous contact with that shaping the service experience and
environment. Previous researchers showed delivering customer satisfaction and it
that customer’s behavior is linked to the consists of three environmental cues as
various environmental cues. Blackwell design, ambient and social. Based on
(2006) states that firms should develop an combined insights from the concept of
understanding of customer’s behavior as the servicescape as defined by Bitner (1992)
foundation of their marketing strategies.
According to Wakefield & Blodgett (1996), and Deegahawature and Jayasundara (2010),
servicescape can influence behavior the key variables of servicescape in banking
intention of customers such as approaching sector were defined. The study proposes a
or avoiding behavior, spending money and comprehensive service environmental model
the intention to repurchase. The approaching (Figure1) which includes three types of
or avoiding behavior of customers in environmental cues as Design Cues,
banking sector, suggest that they will choose Ambient Cues and Social Cues. Those
servicescape of the bank that makes them environmental cues are defined below.
comfortable in doing banking transactions or
otherwise they would choose a bank that has
a certain characteristic that they do not
receive from other banks.
Zeithaml, Bitner and Gremler (2006)
have measured customer loyalty through six
factors as; (1) positive behavior intention
that is reflected in the ability of service
provider to have a customer, (2) expressing
positive things about them, (3)
recommending them to other customers, (4)
remaining loyal to them, (5) spending more
money with them, and (6) paying premium
price. Figure 1: Conceptual framework
Word of mouth always performs an
important role in the development of
customers’ opinions but over the past few Design Cues: This refer to the physical
years it has become an even more influential appearance of the organization, the ways in
force due to a technology driven increase in which machinery, equipment, and
the number, types and widespread furnishings are arranged and the spatial
availability of communication networks relationships among them.
such as email, internet, cell phones, blogs
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