The effect of the servicescape on customers' behavioural intentions in Dublin cinemas

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Sundaresan, Mahesh
Issue Date
MA of Business Administration
Dublin Business School
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Purpose: The purpose of this research is to examine the effect of the servicescape on customers' behavioural intentions in Dublin Cinemas in a more comprehensive way because there have been various works which have emphasized the importance of the servicescape but this research is specific to cinemas in Dublin. Design/Methodology/ Approach: The research is carried out by following the philosophy of realism, and a deductive approach. Survey strategy has been followed and the research choice being quantitative. Non-probability sampling is involved in the research. Findings: The results prove that the servicescape plays a greater role in Dublin Cinemas not only in terms of expected service quality but also influences customers' perceptions of other aspects determining perceived service quality. Research implications / limitations: Since the research has to address the question how servicescape framework is applicable to examine customer loyalty in Dublin Cinemas, the results allow limited managerial implications for the use of different servicescape elements. Further research related to servicescape effects in the context of Dublin Cinemas can be an alternative. Practical implications: Cinemas in Dublin can provide some more consideration to their servicescape in the form of a few ambient components. Originality / Value: This research presents a proper picture of the effect of the servicescape in Dublin Cinemas than any other previous research related to the same. Keywords: Servicescape, ambient conditions, spatial layout, leisure services, movie halls, cinemas.