Servicescape elements, customer predispositions and service experience: The case of theme park visitors

As the demand grows for customized services, so too the management of those experiences becomes more important. This study examines the relationship between service environment, customer predisposition and service experience evaluation. Based on data derived from 366 visitors to two theme parks in Hong Kong, a link was found between the servicescape and tourist evaluation through the moderating effects of customer predispositions. Consequently, both the substantive and communicative aspects of the servicescape reliably predicted visitors' evaluations. In addition, a visitor's predisposition to fantasize and/or participate was found to influence the ability of servicescape elements to shape a favorable service experience. Theoretical contributions of this research are elucidated. Moreover, managerial implications related to servicescape design, promotion strategies and service experience enhancement are discussed. (C) 2012 Elsevier Ltd. All rights reserved.