The Impact of Store Atmospherics, Perceived Value, and Customer Satisfaction on Behavioural Intention

Store atmospherics which plays an important role in influencing customer behaviour, has received rising attention from academics and practitioners in current years. However, studies of store atmospherics in external environment of the restaurant has been excluded and has continued to remain scarce in Malaysia. In order to gain more understanding, this paper reviews the literature related to store atmospherics, perceived value, customer satisfaction and behavioural intentions. Therefore, this conceptual paper presents a research model which aims to examine the relationship between store atmospherics (facility aesthetics, ambience, spatial layout and employee factor), perceived value and behavioural intentions (return intentions and positive word-of-mouth) will be mediated by customer satisfaction. Research propositions resulting from discussions on the relationship between the dimensions will be tested in future research. This paper concludes with the research implications of the conceptual model.