AN EVALUATION OF THE EFFECTS OF
SERVICESCAPE ON CONSUMERS’ BEHAVIORAL INTENTIONS TOWARDS PENANG TURF CLUB AND
SELANGOR TURF CLUB IN PENINSULA MALAYSIA
By
Generally, servicescape is defined as physical facilities. As the need of the turf clubs to improve their physical facilities and to deepen the scope of servicescape in leisure settings, thus, this study is to evaluate the effects of servicescape on consumers’ behavioural intentions towards Penang and Selangor Turf Clubs in Peninsula Malaysia. In fact, this study attempts to compare the five dimensions (accessibility, facility aesthetics, electronic equipments and displays, seating comfort, and cleanliness) between Penang and Selangor Turf Clubs. Besides, it intends to determine the effects of the five dimensions on the perceived quality of servicescape, subsequently perceived quality of servicescape on consumers’ satisfaction and consumers’ satisfaction on consumers’ behavioural intentions towards Penang and Selangor Turf Clubs. This study is a descriptive study, where quota sampling (the turf clubs’ consumers who really bought ticket and aged or above 21 years old) and convenience sampling were used to obtain information from the respondents. Through that, tests were conducted as to achieve the objectives. As the result, Selangor Turf Club leading Penang Turf Club in terms of layout accessibility, electronic equipments and displays, and cleanliness. However, the turf clubs provided similar electronic equipments and displays and seating comfort. Layout accessibility, facility aesthetics, cleanliness, and seating comfort have a positive effect on the perceived quality of servicescape; nonetheless, those consumers who are satisfied with servicescape are more likely to repatronize the service provided by the turf clubs. However, electronic equipments and displays have no positive effect on consumers’ perceived quality of servicescape between the turf clubs, as well as it has nothing to do whether the consumers who are satisfied with servicescape are more likely to have desire to stay in servicescape between the turf clubs. As sum, though some of them are contra with the past studies, careful attention should be given to each aspect of the servicescape. By doing so, the managers of Penang and Selangor Turf Clubs and other leisure settings can be benefited.
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