An Evaluation of Customers’ E-servicescape of Branded Websites: A Case in the Foodservice Industry

Abstract

The advent of the Internet has created a new type of electronic virtual environment, the e-servicescape. The Internet provides a unique opportunity for the service firms to influence customers before they visit the physical property. This study attempted to identify key factors that affected customers’ e-servicescape with websites. Results of the study indicated that the design and ambience of the website significantly influenced customers’ satisfaction with the website viewing experiences. Moreover, customers’ satisfaction affected their return intention to the website or to an actual service provider significantly. Therefore, restaurant owners should pay attention to those factors when they design the website. E-servicescape has appeared to become a significant and unique influential website attribute of contemporary marketing and information technology strategy development. This study contributes to the growing body of information technology and branding literature that supports the use of e-servicescape construct to persuade and engage customers.

Keywords: e-servicescape, customer satisfaction, return intention, branded websites