Kian Yeik Koay, Ser Zian Tan, Izian Idris, Mei Kei Leong, Chee Wei Cheah
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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.</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>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.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>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.</p><!--/ Abstract__block -->","PeriodicalId":45401,"journal":{"name":"Asia-Pacific Journal of Business Administration","volume":"38 1","pages":""},"PeriodicalIF":3.3000,"publicationDate":"2024-08-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"The bubble tea phenomenon: understanding the role of servicescape in consumers' responses\",\"authors\":\"Kian Yeik Koay, Ser Zian Tan, Izian Idris, Mei Kei Leong, Chee Wei Cheah\",\"doi\":\"10.1108/apjba-01-2024-0015\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<h3>Purpose</h3>\\n<p>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. 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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.
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.