Investigating the effect of Servicescape on Customer Dysfunction Behaviors respect to the Moderating Role of Customer Vulnerability
Subject Areas :Alireza Rajabipoor 1 , Roghaye Quchani 2 , Maryam Ahmadi Zahrani 3
1 - 1. Assistant Professor, Department of Economics, Management and Accounting, Yazd University, Yazd, Iran.
2 - Master of Science Graduated Student, Department of Economics, Management and Accounting, Yazd University, Yazd, Iran
3 - Assistant Professor, Department of Economics, Management and Accounting, Yazd University, Yazd, Iran.
Keywords: Servicescape, Customer Dysfunction Behaviors, Customer Vulnerability,
Abstract :
The purpose of this study is to identify the effect of servicescape on dysfunctional customer behavior with respect to the moderating role was customer vulnerability in restaurants in Yazd. The statistical population in the present study is the customers of a collection of selected restaurants in Yazd in 1399. The sample size of 250 participants was considered and selected by the available sampling method. Measurement tools were standard questionnaires. The results related to the direct effects of the components of the servicescape with the customer vulnerability showed the direct paths of the layout and design component to the vulnerability and the direct path of the restaurant's interior component to be significant. The results related to indirect effects showed that the indirect path of the layout and design component to the customer dysfunction behaviors is significant due to the mediating role of vulnerability, but the indirect path of the exterior environment component to the customer dysfunction behaviors is not significant due to the mediating role of vulnerability. The results related to the moderating effects of customer vulnerability in predicting customer dysfunction behaviors concerning environmental components with customer dysfunction behaviors are not significant. it can be said that the servicescape leads to customer satisfaction with the services received and at the same time can reduce the vulnerability that is caused by the loss of well-being in receiving services and the satisfaction that reduces the sense of loss of well-being can lead to a reduction in customer dysfunction behaviors.
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