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Abstract

This study aims to identify the servicescape factors that influence behavior intention through passengers' emotions in the aviation sector.. Based on the S-O-R (Stimulus-Organism-Response) theoretical framework and a review of prior research, the authors proposed a suitable research model and tested it through a survey of 300 customers who had experienced services at an airport using convenience sampling. Using Structural Equation Modeling (SEM) techniques, the results indicate that the factors of the servicescape, including spatial, aesthetic, safety, and social aspects, significantly impact the formation of customer emotions, both positive and negative. These emotions contribute to shaping their future behavioral intentions. Thus, the study's findings further affirm the role of the S-O-R theory in explaining the stimulation mechanisms of the service space to shape customer behavior in the context of the aviation industry. Based on these findings, the study proposes several managerial implications, highlighting the need to invest in aspects of the servicescape at airports to gradually enhance customer behavioral intentions.



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Article Details

Issue: Vol 8 No Online First (2024): Online First
Page No.: In press
Published: Sep 29, 2024
Section: Research article
DOI:

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Creative Commons License

Copyright: The Authors. This is an open access article distributed under the terms of the Creative Commons Attribution License CC-BY 4.0., which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

 How to Cite
Bạch, Ánh, Lê, H., Nguyễn, T., & Anh, N. (2024). Servicescape and customer behavioral intentions – A study in the aviation sector. Science & Technology Development Journal: Economics- Law & Management, 8(Online First), In press. Retrieved from https://stdjelm.scienceandtechnology.com.vn/index.php/stdjelm/article/view/1356

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