Services marketing research has largely focussed on measuring service
quality and satisfaction associated with the primary service itself,
with little attention given to the effect of the physical surroundings
of the service setting. Leisure services in particular, may be concerned
with how consumers perceive the quality of the “servicescape” and what
effect the servicescape has on customer satisfaction and repatronage.
Investigates these effects, as well as the interactions of perceived
crowding, excitement and enduring involvement associated with the
leisure service. Results indicate that servicescape quality does play an
important role in determining customer affective and behavioural
response to the service.