The Effect of the Perceived Servicescape on Customers' Behavioral Intentions - An empirical study on Chinese fast food restaurants
Purpose: The purpose of this study is to examine the role of the perceived servicescape (i.e. color, music, cleanliness, ambient temperature, layout/function and signs/symbols) in influencing customers' behavioral intentions in Chinese fast food restaurants. Methods: In this study, a deductive approach, a quantitative methodology, and a survey research design are adopted. The data is collected