The Impact of Servicescape on Emotional Response and Satisfaction of Lifestyle Malls Customers

Wiphawan Wongthonglua* Supeecha Panichpathom** Yawaman Metapirak*** Jittaporn Sriboonjit****

The purpose of this study is to examine the effects of servicescape on the customers emotional response and investigate their influences on customers satisfaction. Data was collected from 300 customers shopping in lifestyle malls in Sukhumvit area which has high lifestyle mall density. According to previous studies, factor analysis was employed as an analysis tool to confirm the underlying servicescape dimensions and then regression analysis was used to quantify the relationship between customers emotional response and satisfaction. The study found that all dimensions of servicescape except social density have a positive impact on both customers emotional response and satisfaction. Results also indicated that facility aesthetic emerged as the most important factor to customers emotional response. This finding has implications for lifestyle mall developers to concern more about their design to create good emotional response and leading to customer satisfaction. Keyword: Servicescape, Emotional Response, Satisfaction, Lifestyle Mall

JEL Codes: L81 and L85

*Wiphawan Wongthonglua, graduate student in Real Estate Business, Thammasat Business School, Thammasat University, Thailand. (email: rossy_yoda@hotmail.com) (Tel.+66805964441)
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Supeecha Panichpathom, Ph.D., Department of Management Information Systems, Thammasat Business School, Thammasat University, Thailand. (email: spanitdmc52@gmail.com) Yawaman Metapirak, Department of Real Estate Business, Thammasat Business School, ThammasatUniversity,Thailand.(email: yawaman@tu.ac.th)

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**** Jittaporn Sriboonjit, Deputy Director of Real Estate Program, Thammasat Business School, Thammasat University, Thailand. (email: jittaporn@hotmail.com)

Electronic copy available at: http://ssrn.com/abstract=2165134