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THE IMPACT OF SERVICESCAPE ON CUSTOMER BEHAVIORAL OUTCOMES

Ambient Cues: Ambient conditions are variables. Descriptive statistics were used to
those characteristics of the environment describe the respondents’ profile. The
pertaining to man’s five senses. analysis was done by Multiple Regression.
PROCESS tool which was developed by
Social Cues: The social cues consist of Andrew F. Hayes (http://www.afhayes.com)
the service of the employees of the facility was used to analyze the moderating effect of
relevant to their courtesy, knowledge levels, the variables.
and the quality of service provided to
customers. 4 DATA ANALYSIS

Customers of four Sri Lankan
Loyalty is the commitment of a current commercial banks which are at the top of
customer in respect to a particular store, the Fitch Ratings have responded to the
brand and service provider, when there are questionnaires. Among them 51.43% were
other alternatives that the current customer female customers and 48.57% were male
can choose instead (Shankar Smith & customers. The majority was nearly 53% of
Rangaswamy, 2003). the respondents fall under the category of
employee.
According to Brown (2005), and Babin
(2005) word of mouth refers to a current Table 1: Regression results for whole
banking sector
flow of information about products,
services, or companies from one customer to 2
another. Design Ambient Social R

Sri Lanka is a country which has Loyalty - + 0.049 + 0.730 0.049
Word of
diversified ethnic composition. According to mouth + 0.133 - + 0.677 0.373
each ethnic group’s attitudes, beliefs and
cultural differences the relationship between Table 2: Regression results for public
servicescape and customer behavior can be banking sector
different. Therefore ethnicity has included
as a moderating variable in the model 2
(Figure 1). Badulla has been selected to Design Ambient Social R
conduct the study because of the diversified Loyalty - - 0.179 + 0.839 0.465
ethnic composition in the area. The research Word of - - + 0.758 0.47
is focused on Sri Lankan public and private Mouth
commercial banks and the selected banks
are at the top of the Fitch Ratings. Cluster Table 3: Regression results for private
sampling method has been used to select the banking sector
sample. As a whole, there are around Design Ambient Social R
2
110,000 account-holders in the selected
private banks and around 200,000 account- Loyalty - - + 0.564 0.224
holders in the selected public banks in Word of - - + 0.590 0.333
mouth
Badulla area. Out of this population, a
sample has been selected according to the
method proposed by Krejcie and Morgan Table 4: Moderator analysis results
(1970). Each sample was divided into two
parts as Tamil and Sinhala according to the Design Ambient Social
ethnicity distribution of the population in
Previously tested questionnaire items (Celik, Loyalty 0.7391 0.7819 0.7082
2015; Shanka, 2012; Reimer & Kuehn, Word of 0.2220 0.4980 0.8026
Mouth
2004; Yapa & Hasara, 2013) were used to
measure both dependent and independent

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