Title: Examining the relationship among servicescape, perceived overall image and customer behavioural intentions in beauty salons: the moderating role of pleasure-arousal-dominance emotional state model

Authors: Nidhi Kampani; Deepika Jhamb

Addresses: Chitkara Business School, Chitkara University, Punjab, India ' Chitkara Business School, Chitkara University, Punjab, India

Abstract: Previous research has signified that environmental stimuli can affect the behaviour of consumers substantively, communicatively, and socially. Studies conducted to date have not focused on their effect collectively. The present study focuses on providing a unique contribution by examining the overall impact of servicescape on perceived overall image in which emotional states of affect: pleasure, arousal, and dominance act as moderators affecting the behavioural intentions of customers. Being distinctive in the segment of beauty salons, the study tests the hypothesised relationship of the model proposed through confirmatory factor analysis and partial least squares-structural equation modelling tools for statistical inferences. The outcome of the study emerged as explaining the impact of servicescape on customers play a key role in affecting perceived overall image shaping behavioural intentions moderated by their emotional states of affect. The moderating role of pleasure feeling has a significantly high moderating effect than arousal or dominance.

Keywords: servicescape; beauty salons; emotions; image; revisit; behavioural intentions; firms; service; perception; senses.

DOI: 10.1504/IJSEM.2021.117236

International Journal of Services, Economics and Management, 2021 Vol.12 No.2, pp.164 - 184

Received: 13 Sep 2020
Accepted: 07 Nov 2020
Published online: 24 Aug 2021 *

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