Innovative Spaces, Loyal Faces: Unpacking the Influence of Servicescape Perception on Customer Outcomes in Smart Fast-Food Kiosks

Youssef, Mostafa Mahmoud; Ghareb, Ashraf; Omar, Mohamed; Abdulmawla, Mostafa

doi:10.21608/ijhth.2025.407267.1081

Innovative Spaces, Loyal Faces: Unpacking the Influence of Servicescape Perception on Customer Outcomes in Smart Fast-Food Kiosks

Document Type : Extracts of Theses

Authors

Hotel Management Department, Faculty of Tourism and Hotels, Fayoum University, Fayoum, Egypt.

10.21608/ijhth.2025.407267.1081

Abstract

Prior research has the impacts of Servicescape on customer responses in physical service environments, neglecting the same effects in online spaces. In response to this knowledge and empirical gap, this study expands the Servicescape framework to the innovative self-service fast-food industry. As such, this study has quantitatively surveyed 386 users who have experienced smart fast-food kiosks in Cairo. An online questionnaire has been developed and distributed to a non-probability convenience sample of customers. PLS-SEM analysis has been conducted via WarpPLS version 7 software to test the postulated hypotheses. The results showed a substantial influence of all Smart Servicescape dimensions, including aesthetics, functionality, symbolism, and financial security, on customer inspiration (CI). CI directly enhances both customer satisfaction and loyalty. In addition, CI mediates the relationships between the composite S-Servicescape and the satisfaction and loyalty of kiosk users. The study improves the theoretical understanding of service evaluation and its consequences in Eastern cultures regarding fast-food consumption. Similarly, the study offers practical advice to practitioners on assessing and maximizing customer-oriented benefits in fast-food self-service outlets by adopting essential S-Servicescape elements.

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