The impact of servicescape on consumer behavior from the perspective of territorial perception

This study aims to investigate the impact of physical and social factors in the servicescape on customer behavior through the mediation of customer territorial perception. Employing a quantitative analysis approach, the research conducted a questionnaire survey on 462 casual dining restaurant consumers in China, using a convenient sampling technique. Statistical tools are used to explore the influence mechanisms of territorial factors in the servicescape on customer behavior through territory perception. The study revealed that both physical and social factors in the servicescape significantly influence customers' territorial perception, subsequently impacting their behavior. By providing a new perspective on service marketing research, this study extends the existing research area and reflects the impact of customer-business and customer-customer interactions on business operations. It also reflects the hot research direction of customer experience in the servicescape. The practical significance of this research is highlighted for casual dining restaurant managers, emphasizing the necessity of comprehensive strategies, including overall planning of the service environment, functional layout design, and social interaction, to effectively manage the customer experience. Using territorial perception in the SOR (Stimulus-Organism-Response) model, this study gives useful information about territorial perception and could have a big effect on the service industry and market research by giving useful information for making the service environment better and customers happier.