The Influence of Perceived Servicescape on Consumer Purchasing Behaviour in Langkawi Supermarkets

Abstract

This study investigates the influence of perceived servicescape, specifically ambient conditions, space/ function, and signs, symbols, and artifacts on consumer purchasing behaviour in Langkawi supermarkets. Adopting a quantitative research approach, data was collected via questionnaire surveys distributed to local consumers in Langkawi. The SPSS statistical tool was employed to analyse the data and evaluate the postulated hypotheses. Findings reveal that perceived servicescape significantly influences the purchasing behaviour of local consumers in Langkawi supermarkets. These findings hold practical implications for the service industry, highlighting the importance of optimising physical facilities and aesthetic appeal in supermarkets. By enhancing servicescape design, supermarkets can encourage consumers to prolong their visits, return frequently, and increase purchasing activity. Although this study focuses on supermarkets within the retail sector, smaller retail businesses could also benefit by implementing key elements of servicescape, particularly ambient conditions such as music, which can soothe consumers' emotions and enhance their in-store experience. This study contributes to existing literature on consumer behaviour and offers actionable insights for retailers seeking to leverage environmental psychology in competitive markets.