Understanding servicescape from the perspective of ethical retail ideology

This study investigates the roles of servicescape in customer loyalty, where data were collected through a retail store. The partial least squares structural equation modelling (PLS-SEM) technique was applied to analyse 119 respondents. for the measurement model and structural model used in this study. Findings revealed that the servicescape and frontline crew service have a positive effect on customer satisfaction. Additionally, customer satisfaction has a positive impact on customer loyalty and serves as a mediator in the relationship between the servicescape and customer loyalty. However, customer satisfaction has no significant effect as a mediator between frontline crew service and customer loyalty. This study is significant as managers will be able to manage servicescape and frontline crew service much more effectively when delivering services to customers.