The relationships between aesthetic experiences, emotion and behavioral intentions with consumptionscapes of consumers

This study was conducted to determine the aesthetic experiences of the customers related to the visual servicespace for the service companies operating in the leisure and hospitality sector, and to examine the relationship between these experiences and result variables such as the arousing positive emotions, consumer satisfaction, consumer loyalty and intention to make positive suggestions taking into account the demographic characteristics. In order to meet this aim, based on the quantitative research method, correlational reasarch type and survey design were used. Data was collected by convenience sampling with a questionnaire from 471 participants over the age of 18 residing in Ankara and visiting the service places such as shopping center, cafe, restaurant, leisure park, hospitality business, shopping store. The data were analyzed by various statistical techniques such as Descriptive Statistics, Factor Analysis, Independent Sample t-test, One-Way Analysis of Variance (ANOVA), Pearson Correlation and Partial Correlation Analysis, Simple and Multiple Linear Regression Analysis. The findings showed that the aesthetic experiences of the servicespaces consisted of two sub-dimensions, namely "the viewing pleasure" and "service ambience" experience, and these sub-dimensions are related to consumption emotions, satisfaction, loyalty and word of mouth (WOM) intention even when general aesthetic intentions of the participants are controled. It was revealed that the service ambience sub-dimension was one of antecedents of arousing positive emotions, service satisfaction, loyalty and positive WOM intentions; that the viewing pleasure sub-dimension was one of the determinants of the development of loyalty. In addition, it was found that there were significant relationships between positive emotions arising from visual aesthetic experiences in servicescape and service satisfaction, loyalty and WOM intentions, and these positive emotions were one of determinants in the improvement of satisfaction, loyalty and WOM intentions. Finally, in the study, it was determined that the visual aesthetic experiences towards servicescapes of the participants did not differ according to demographic characteristics except the total family income