The Antecedents of Behavioral Intensions: The Conceptual Approach towards Servicescapes and Its Consequences
Haseebullah Abdul Naeem *
Department of Marketing, College of Business Administration, King Saud University, P.O.Box 71115, Riyadh 11587, Saudi Arabia
*Author to whom correspondence should be addressed.
Abstract
Going to shopping mall is not a new trend. But when it comes to the research then there is still gap which needs serious considerations from emerging researchers. The aim of this conceptual approach is to find the consequences of servicescaps model, which was previously presented by [7]. This conceptual approach was taken in consideration after reviewing the past literature. In this approach, Ambience condition, Interaction and Design of shopping mall took as antecedents from the servicescapes model presented by [7]. Behavioral intentions were considering as the consequences of the study.
Keywords: Ambience, interaction, design and layout, enjoyment, behavioral intensions