Studies on the Relationship between Social Cues in the Servicescape and Customer Behavioral Intention

Abstract

As an important component of service environment, services cape has a significant influence in the customer's service experience. Former researches on services cape always focus on the effect and influence of physical cues. As the rational consumption demand transfers to emotional, the impact of social cues is more and more important. There are still many deficiencies in the research of the mechanism of social cues in the services cape, which is still in the exploratory stage. This paper put forward physical tape of social cues innovatively to improve the connotation of social cues. This study introduces scene impression as a mediating variable to discuss how the consciousness and impressions (memory) stage in the mechanism of social cues influence self-congruence, trust, sense of belonging, emotion and perceived service quality, thereby affect the final behavioral intention. The results can help service enterprises make full use of controllable variables such as social cues in the services cape to strengthen management, so as to provide the beneficial reference of promoting business performance and strengthening the core competitiveness.