Abstract:

The satisfaction of customers, who are in a servicescape, will be subject to many environment stimulations. In particularly, in the hospitality industry such as restaurants service experience for customer is very important. Thus, not only the physical elements but also the social and socially symbolic elements. So this paper expands Bitner'sservicescape framework by conceptualizing the existence of an expanded servicescape. The expanded servicescape has three important dimensions, which is the physical, the social and the socially symbolic.
Structural modeling largely supports the hypothesized framework and the results about the relationship between expanded servicescape factors, relationship quality(satisfaction, trust, commitment) and repurchase are summarized as follows. And this study utilizes a questionnaire survey to gather data regarding consumers' perceptions by using expanded servicescape.
First, the analysis proved that except comfort the physical dimensions which including comfort, convenience, aesthetics caused a positive impact on customer satisfaction. Second, social dimensions which including appearance, etiquette and professionalism caused a positive impact on customer trust. Third, except community symbolic dimensions which including nostalgia, connection to culture caused a positive impact on customer commitment. Forth, it proved that expected relationship quality(customer satisfaction, trust, commitment) caused a positive impact on repurchase behavior.

Key words: expanded servicescape, relationship quality, repurchasing intentions