The Influence of Ambient Cues on Customer Behavioral Intentions
Main Article Content
Abstract
This study examines the influence of ambient cues on customers’ emotions, perceived experiential value, and behavioral intentions. Data are collected from 447 individual customers of midscale ethnic restaurants that specialize in national/local cuisine and offer servicescapes inspired by the local culture in Hanoi, Vietnam. This research reveals that though ambient cues have no significant direct impact on intentions, they can significantly impact on emotions and perceived experiential value, which in turn affect behavioral intention. This study adds to the existing liturature of ambient cues by extending the Stimulus, Organism, Response model to examine the role of perceived experiential value as the “organism” in the impact of the ambient cues on behavioral intentions.
Keywords:
Ambient cues, customers, emotion, perceived experiential value, behavioral intention.
References
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Chang, J. C. (2016). The impact of servicescape on quality perception and customers’' behavioral intentions. Advances in Management and Applied Economics, 6(4), 67-86.
Chang, T. Z., & Wildt, A. R. (1994). Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing Science, 22(1), 16-27.
Chebat, J.C, Gelinas-Chebat, C.G, & Vaillant, D. (2001). Environmental Background Music and In-store selling. Journal of Business Research, 54(2), 115-123.
Chebat, J.-C., & Michon, R. (2003). Impact of ambient odors on mall shoppers’ emotions, cognition, and spending: A test of competitive causal theories. Journal of Business Research, 56(7), 529-539.
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Hightower Jr, R., Brady, M. K., & Baker, T. L. (2002). Investigating the role of the physical environment in hedonic service consumption: an exploratory study of sporting events. Journal of Business Research, 55(9), 697-707.
Hyun, S. S., & Kang, J. (2014). A better investment in luxury restaurants: environmental or non-environmental cues? International Journal of Hospitality Management, 39, 57-70.
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Jang, S.S. and Namkung, Y. (2009). Perceived quality, emotions, and behavioral intentions: Application of an extended Mehrabian–Russell model to restaurants. Journal of Business Research, 62(4), 451-460.
Kim, W. G., & Moon, Y. J. (2009). Customers’ cognitive, emotional, and actionable response to the servicescape: A test of the moderating effect of the restaurant type. International Journal of Hospitality Management, 28(1), 144-156.
King, S. C., & Meiselman, H. L. (2010). Development of a method to measure consumer emotions associated with foods. Food Quality and Preference, 21(2), 168-177.
Kotler, P. (1973). Atmospherics as a marketing tool”. Journal of Retailing, 49(4), 48-64.
Kumar, A. and Kim, Y.K. (2014). The store-as-a-brand strategy: The effect of store environment on customer responses. Journal of Retailing and Consumer services, 21(5), 685-695.
Laros, F. J., & Steenkamp, J. B. E. (2005). Emotions in consumer behavior: a hierarchical approach. Journal of Business Research, 58(10), 1437-1445.
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Liu, Y., & Jang, S. S. (2009). The effects of dining atmospherics: An extended Mehrabian–Russell model. International Journal of Hospitality Management, 28(4), 494-503.
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Mehrabian, A., & Russell, J. A. (1974). An Approach to Environmental Psychology, . The MIT Press.
Mohan G., Sivakumaran, B., Sharma, P. (2013). Impact of store environment on impulse buying behavior. European Journal of Marketing, 47(10), 1711-1732.
Nguyễn Thị Minh Hải. (2016). The influence of music on customet behavior. Journal of Science, 10(2), 40-51 (in Vietnamese).
North, A. C., & Hargreaves, D. J. (1996). Situational influences on reported musical preference. Psychomusicology: A Journal of Research in Music Cognition, 15(1-2), 30-45.
Ogruk, G., Anderson, T.D, Nacass, A.S. (2018). In-store customer experience and customer emotional state in the retail industry. Journal of Research for Consumers, 32, 110-141.
Osman, S., Ong, F. S., Othman, M. N., & Khong, K. W. (2014). The mediating effect of mood on in-store behaviour among Muslim shoppers. Journal of Islamic Marketing, 5(2), 178-197.
Reimer, A., & Kuehn, R. (2005). The impact of servicescape on quality perception. European Journal of Marketing, 39(7), 785-808.
Ryu, K., & Jang, S. (2008). Dinescape: A scale for customers’ perception of dining environments. Journal of Foodservice Business Research, 11(1), 2-22.
Ryu, K., Lee, H. R., & Kim, W. G. (2012). The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions. International Journal of Contemporary Hospitality Management, 24(2), 200-223.
Sandström, S., Edvardsson, B., Kristensson, P., & Magnusson, P. (2008). Value in use through service experience”, . Managing Service Quality: An International Journal, 18 (2), 112-126.
Slåtten, T., Mehmetoglu, M., Svensson, G., & Sværi, S. (2009). Atmospheric experiences that emotionally touch customers. Managing Service Quality: An International Journal, 19(6), 721-746.
Sweeney J.C., & Wyber F. (2002). The role of cognition and emotions in the musicapproach-avoidance behavior relationship. Journal of Service Marketing, 16(1), 51-69.
Tabachnick, B. G., & Fidell, L. S. (1996). Using Multivariate Statistics. Cal.: Harper Collins, Northridge.
Wang, C. & Ha, S. (2011). Store attributes influencing relationship marketing: A study of department stores. Journal of Fashion Marketing and Management, 15(3), 326-344.
Baker, J., Grewal, D., & Parasuraman, A. (1994). The influence of store environment on quality inferences and store image. Journal of the Academy of Marketing Science, 22(4), 328-339.
Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57-71.
Cao Minh Trí, Dương Quỳnh Nga. (2021). Effects of ambient scents and behavior responses of customer. Revista Argentina de Clínica Psicológical, 3(2), 133-144.
Chang, J. C. (2016). The impact of servicescape on quality perception and customers’' behavioral intentions. Advances in Management and Applied Economics, 6(4), 67-86.
Chang, T. Z., & Wildt, A. R. (1994). Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing Science, 22(1), 16-27.
Chebat, J.C, Gelinas-Chebat, C.G, & Vaillant, D. (2001). Environmental Background Music and In-store selling. Journal of Business Research, 54(2), 115-123.
Chebat, J.-C., & Michon, R. (2003). Impact of ambient odors on mall shoppers’ emotions, cognition, and spending: A test of competitive causal theories. Journal of Business Research, 56(7), 529-539.
Dong, P., & Siu, N. Y. M. (2013). Servicescape elements, customer predispositions and service experience: The case of theme park visitors. Tourism Management, 36, 541-551.
Donovan, R. J., Rossiter, J. R., Marcoolyn, G., & Nesdale, A. (1994). Store atmosphere and purchasing behavior. Journal of Retailing, 70(3), 283-294.
Garrouch, K., Mzoughi, M. N., & Chaieb, S. (2020). An integrative model of the impact of the store environment in supermarkets and hypermarkets. Recherches en Sciences de Gestion, 3, 183-212.
Ha, J., & Jang, S. S. (2012). The effects of dining atmospherics on behavioral intentions through quality perception. Journal of Services Marketing, 26(3), 204-215.
Haryono, R. I., & Sihombing, S. O. (2018). The effects of store environment and merchandise to customer responses: An empirical study. JDM (Jurnal Dinamika Manajemen), 9(1), 33-43.
Heidari, M. G., Alibeigi, H., & Aghaeifar, A.A. (2016). An analytical study on customer perception of store environment and its effect on brand loyalty through joy of shopping (a case study: LG home appliance store). Problems and Perspectives in Management, 14(3), 380-387.
Heung, V. C., & Gu, T. (2012). Influence of restaurant atmospherics on patron satisfaction and behavioral intentions. International Journal of Hospitality Management, 31(4), 1167-1177.
Hightower Jr, R., Brady, M. K., & Baker, T. L. (2002). Investigating the role of the physical environment in hedonic service consumption: an exploratory study of sporting events. Journal of Business Research, 55(9), 697-707.
Hyun, S. S., & Kang, J. (2014). A better investment in luxury restaurants: environmental or non-environmental cues? International Journal of Hospitality Management, 39, 57-70.
Iglesias, M. P., & Guillén, M. J. Y. (2004). Perceived quality and price: their impact on the satisfaction of restaurant customers. International Journal of Contemporary Hospitality Management, 16(6), 373-379.
Jang, S.S. and Namkung, Y. (2009). Perceived quality, emotions, and behavioral intentions: Application of an extended Mehrabian–Russell model to restaurants. Journal of Business Research, 62(4), 451-460.
Kim, W. G., & Moon, Y. J. (2009). Customers’ cognitive, emotional, and actionable response to the servicescape: A test of the moderating effect of the restaurant type. International Journal of Hospitality Management, 28(1), 144-156.
King, S. C., & Meiselman, H. L. (2010). Development of a method to measure consumer emotions associated with foods. Food Quality and Preference, 21(2), 168-177.
Kotler, P. (1973). Atmospherics as a marketing tool”. Journal of Retailing, 49(4), 48-64.
Kumar, A. and Kim, Y.K. (2014). The store-as-a-brand strategy: The effect of store environment on customer responses. Journal of Retailing and Consumer services, 21(5), 685-695.
Laros, F. J., & Steenkamp, J. B. E. (2005). Emotions in consumer behavior: a hierarchical approach. Journal of Business Research, 58(10), 1437-1445.
Lazarus, R. S. (1991). Cognition and motivation in emotion. American Psychologist, 46(4), 352-367.
Lin, M.Q. and Chiang, Y.F. (2010). The influence of store environment on perceived experiential value and behavior intention. Asia Pacific Management Review, 15(2), 281-299.
Liu, Y., & Jang, S. S. (2009). The effects of dining atmospherics: An extended Mehrabian–Russell model. International Journal of Hospitality Management, 28(4), 494-503.
Mathur, T., & Gupta, A. (2019). Impact of ‘Dining atmospherics’ and ‘Percived food-quality’on customer re-patronage intention in fast-casual restaurants. Tourism and Hospitality Management, 25(1), 95-119.
Mehrabian, A., & Russell, J. A. (1974). An Approach to Environmental Psychology, . The MIT Press.
Mohan G., Sivakumaran, B., Sharma, P. (2013). Impact of store environment on impulse buying behavior. European Journal of Marketing, 47(10), 1711-1732.
Nguyễn Thị Minh Hải. (2016). The influence of music on customet behavior. Journal of Science, 10(2), 40-51 (in Vietnamese).
North, A. C., & Hargreaves, D. J. (1996). Situational influences on reported musical preference. Psychomusicology: A Journal of Research in Music Cognition, 15(1-2), 30-45.
Ogruk, G., Anderson, T.D, Nacass, A.S. (2018). In-store customer experience and customer emotional state in the retail industry. Journal of Research for Consumers, 32, 110-141.
Osman, S., Ong, F. S., Othman, M. N., & Khong, K. W. (2014). The mediating effect of mood on in-store behaviour among Muslim shoppers. Journal of Islamic Marketing, 5(2), 178-197.
Reimer, A., & Kuehn, R. (2005). The impact of servicescape on quality perception. European Journal of Marketing, 39(7), 785-808.
Ryu, K., & Jang, S. (2008). Dinescape: A scale for customers’ perception of dining environments. Journal of Foodservice Business Research, 11(1), 2-22.
Ryu, K., Lee, H. R., & Kim, W. G. (2012). The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions. International Journal of Contemporary Hospitality Management, 24(2), 200-223.
Sandström, S., Edvardsson, B., Kristensson, P., & Magnusson, P. (2008). Value in use through service experience”, . Managing Service Quality: An International Journal, 18 (2), 112-126.
Slåtten, T., Mehmetoglu, M., Svensson, G., & Sværi, S. (2009). Atmospheric experiences that emotionally touch customers. Managing Service Quality: An International Journal, 19(6), 721-746.
Sweeney J.C., & Wyber F. (2002). The role of cognition and emotions in the musicapproach-avoidance behavior relationship. Journal of Service Marketing, 16(1), 51-69.
Tabachnick, B. G., & Fidell, L. S. (1996). Using Multivariate Statistics. Cal.: Harper Collins, Northridge.
Wang, C. & Ha, S. (2011). Store attributes influencing relationship marketing: A study of department stores. Journal of Fashion Marketing and Management, 15(3), 326-344.