The Study of Servicescape Factors Influencing Positive Emotions and Satisfaction at the Airport

Abstract

The quality level of the airport's servicescape components and the positive emotions perceived from these factors are the main drivers that shape the overall travel experience. This study investigates positive emotions and servicescape factors as antecedents, satisfaction as an outcome variable, and the moderating effect of both human and spatial crowding on these relations. Accordingly, each factor of the servicescape verified and established hypotheses leading to positive emotions and satisfaction, and confirmed the moderating effect of human and spatial crowding. In previous studies, servicescape and crowding were studied in a single dimension especially when the study of the relationships between other variables, however, this research tried to have a more holistic view. The results of this study are meaningful in that they expanded understanding of the importance of servicescape and investigated the moderating role of perceived crowding in the airport.