The Impact of Servicescape on Emotional Response and Satisfaction of Lifestyle Center's Customers

The purpose of this study is to examine the effects of servicescape on the customer’s emotional response and investigate their influences on customers satisfaction. Data were collected from 300 customers shopping in lifestyle centers 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 center’s developers to concern more about their design to create good emotional response and leading to customer satisfaction