Understanding the influence of physical servicescape on consumers’ intentions to revisit dessert stores using the SOR model

Abstract

The rise in dessert consumption in Asia, especially in Malaysia, has captivated scholars seeking to understand the factors influencing consumers’ intentions to visit dessert stores. Hence, this research aims to investigate how the physical servicescape affects consumers’ emotional experiences, encompassing feelings of pleasure and arousal, thereby impacting their intentions to revisit, all through the lens of the SOR framework. Data from a survey of 207 participants who visited dessert stores in the past were collected. Subsequently, the data were analyzed using partial least squares structural equation modeling. This study finds that aroma and cleanliness exhibit a significant positive influence on pleasure, whereas both music and aroma have a significant positive influence on arousal. Lastly, both pleasure and arousal exert a significant positive influence on revisit intentions. This study provides insights to business owners, policymakers, and other key stakeholders by elucidating the significant determinants of revisit intentions.