泡沫红茶现象:了解服务景观在消费者反应中的作用

IF 3.3 Q2 BUSINESS
Kian Yeik Koay, Ser Zian Tan, Izian Idris, Mei Kei Leong, Chee Wei Cheah
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引用次数: 0

摘要

目的泡沫红茶消费在东南亚是一个巨大的现象,许多泡沫红茶店都进行了独特的装饰,试图吸引更多的消费者。因此,本研究的目的是基于刺激-组织-反应框架,调查服务景观对体验价值的影响及其对消费者反应(即电子口碑、再次光顾意愿和支付溢价意愿)的影响。研究结果表明,设施美观度、座位舒适度和清洁度等因素会对体验价值产生积极影响。然而,布局的无障碍性以及标志和符号并不影响体验价值。此外,体验价值还对电子口碑、再次光顾意愿和支付溢价的意愿产生积极影响。然而,关于服务景观对消费者反应的影响的研究却明显不足,尤其是在泡沫红茶领域。本研究是为数不多的研究泡沫红茶行业中服务景观对消费者反应的影响的研究之一。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The bubble tea phenomenon: understanding the role of servicescape in consumers' responses

Purpose

The consumption of bubble tea is a huge phenomenon in Southeast Asia, and many bubble tea stores have been decorated uniquely in an attempt to attract more consumers. Hence, the purpose of this study is to investigate the influence of servicescape on experiential value and its influence on consumers' responses (i.e. eWOM, revisit intentions and willingness to pay a price premium) based on the Stimulus-Organism-Response framework.

Design/methodology/approach

This research project gathered survey data from 289 consumers of bubble tea. The collected data underwent analysis employing a statistical technique known as partial least squares structural equation modelling to examine and understand the relationships between different variables within the dataset, offering insights into consumer behaviour and preferences regarding bubble tea consumption.

Findings

The results show that factors such as facility aesthetics, seating comfort and cleanliness positively affect experiential value. However, layout accessibility and signs and symbols do not affect experiential value. In addition, experiential value positively affects eWOM, revisit intentions and willingness to pay a price premium.

Originality/value

The importance of servicescape in physical stores within the restaurant setting has been extensively documented in existing literature. However, there is a notable lack of research addressing the influence of servicescape on consumer responses, particularly within the bubble tea context. This study stands out as one of the few endeavours to examine the impacts of servicescape on consumer responses within the bubble tea industry.

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来源期刊
CiteScore
7.20
自引率
13.20%
发文量
69
期刊介绍: The Asia Pacific Journal of Business Administration (APJBA) publishes original research on: Business Strategy and Policy, Accounting and Board Governance, Marketing and People Management, and Operations and Supply Chain Management. The journal welcomes practical and skill-based submissions in these areas. There is particular interest in submissions regarding: Sustainable Business Practices, Quality Management Practices, Innovation and Creativity in Management, as well as Managing a Learning Organisation. The Asia Pacific region is full of collaborations between government, NGOs and private enterprise. Submissions are welcome which contribute to our understanding of partnerships and the cross-cultural issues. Research methods vary, and the journal is interested in the full diverse of qualitative (case and action research, etc) as well as quantitative survey studies and their recommendations. The APJBA seeks to become a forum for both established scholars and early career researchers in all aspects of management and business in the Asia-Pacific region. Emphasis is on rigour and relevance, on theory and practice, in a globalised scholarly environment.
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