A Revisit on the Servicescape (Physical and Social): Re-Conceptualization and Validation

Abstract

This study aims to re-conceptualize the servicescape construct and develop a valid full-service restaurant scale. Data were collected through an online survey of two different studies. The respondents were identified using a purposive sampling technique. In the study, 1200 correctly filled survey questionnaires were used for data analysis in SPSS. The EFA technique was applied for dimension determination, and Cronbach's alpha was used to ascertain the validity of the dimensions. In Study 2, the researcher received 300 correctly filled responses, and confirmatory factor analysis was performed to determine whether the items were adequately loaded for discriminant and convergent validity to measure the respective construct. This study confirmed 11 factors solution for the servicescape as a higher-order construct. We used Smart PLS to determine the two-second-order formative construct (physical and social dimensions) and servicescape as a higher-order formative construct. Results from the psychometric and nomological properties confirmed that the perceived servicescape is a valid instrument for measuring the environmental aspects of full-service restaurants in Malaysia. The results also identified perceived servicescape as a reflective formative higher-order construct that positively influences customer experience satisfaction. With the many inconsistencies in servicescape measurement and strategies, this study is unique as we revisit the servicescape scale and provide a more precise measurement