Research On The Influence Of Servicescape On Customer Behavior Intention

In the stage of rapid development of the service industry,service products are more and more serious homogenization.With the improvement of the whole society's living standards,the consumers' psychology and behavior have changed from the pursuit of "product experience" into the "emotional experience" and "environment experience".Service enterprises are facing a more severe market competition.Under this background,the enterprise that could provide a better servicescape for customers could seize more hearts of customers so that having a strong market competitiveness.To a certain extent,customer behavior intention determines the final choice of customers.Therefore,if enterprises could grasp the customer's behavior intention,and even be able to guide the customer's behavior intention,they will be able to better serve customers and then win more customers.And if enterprise could catch the customer consumption emotion and the have an in-depth understanding of consumer psychology,they will be able to more accurately predict customer behavior intention,so as to better identify the service opportunities and the implement the marketing strategies.So,with the customer emotion,it is of great practical significance for service enterprises to obtain more customer groups and improve their market competitiveness to research the influence of servicescape on customer behavior intention.The purpose of this thesis is to guide the customer's behavior intention through the construction of a good servicescape under the mediating effect of customer emotion.Through reviewing and combing the domestic and foreign related literature of servicescape,customer emotion and customer behavior intention,this thesis redefines the concept of servicescape and analyzes its connotations and dimensions,and further analyzes the connotations and dimensions of customer behavior intention and customer emotion.Based on this,according to the servicescape model,it constructs the conceptual model and put forward a series of related research under the mediating effect of customer emotion.Selecting the banking industry as a case study,it obtains the first-hand data by the questionnaire survey,and also uses the SPSS19.0 for statistical analysis in order to verify the relevant hypotheses and revise the conceptual model.Finally it put forward the guiding path and strategies of customer behavior intention.All these modify the servicescape model and theory,enrich the customer emotion and customer behavior intention theory and also provide some certain references for service enterprises to build servicescapes and guide customer behavior intentions.This thesis adopts some qualitative and quantitative methods,such as literature,depth interview,questionnaire,factor analysis,correlation analysis and regression analysis method.Literature method: review,sort out and summarize the domestic and foreign relevant literature of servicescape,customer emotion and customer behavior intention,which lays a solid theoretical basis for the full text;Depth interview method: adjust and modify the questionnaire,which ensures a scientific and effective research;Questionnaire method: extensive and two-times investigation,which ensures the validity and representatives of survey data;Factor analysis,correlation analysis and regression analysis methods: analyze the first-hand data,which helps verifying research hypotheses one by one and modifying the conceptual model.The innovation of this thesis is to redefine the concept of servicescape and put forward that the servicescape includes two aspects of physical factor and social factor.At the same time,it constructs and empirically researches the concept model of the influence of servicescape on customer behavior intention by the intermediary of customer happy emotion,arousal emotion and control emotion.The research has some certain theoretical significance and practical value.It hopes to further correct the servicescape model,enrich the servicescape theory,customer emotion theory and customer behavior intention theory and has some effect on the operation and management of modern service enterprises.