Faculty of Business, Multimedia University, Melaka, Malaysia.
Accreditation Division, Finance Accreditation Agency, Kuala Lumpur, Malaysia.
J Health Organ Manag. 2020 Feb 12;ahead-of-print(ahead-of-print). doi: 10.1108/JHOM-07-2019-0215.
Based on the stimuli-organism-response (SOR) model and relationship marketing theory, the paper aims to examine whether servicescape influences trust, service credibility and affective commitment amongst older adults, and their effects on the intention to recover in a rehabilitation setting.
DESIGN/METHODOLOGY/APPROACH: The study takes a quantitative approach, applying confirmatory factor analysis and structural equation model to examine the responses. A total of 400 data were collected using questionnaires distributed to older adults in Malaysia. Respondents were selected based on two criteria: they should be over 65 years, and they should have been visiting the rehabilitation centres in the last 12 months.
The results suggest that trust and affective commitment play significant roles in increasing the intention of older adults to recover. Contradicting previous research findings, service credibility does not have any significant impact on the intention to recover as hypothesised. The direct effect of service credibility on trust and affective commitment enhances the premise further that the relationship between service credibility and intention to recover is primarily indirect. Even though we expect servicescape to be a significant driver in forming the behaviour of older adults, its impact on intention to recover, trust and affective commitment remain non-significant, with the exception of service credibility.
ORIGINALITY/VALUE: Past studies have focused on the roles of servicescape and service credibility separately. We have extended the literature by examining the combined effects of both servicescape and service credibility. The findings, therefore, contribute to a deeper understanding of the literature on the intention-behaviour relationship in the context of healthcare, as well as in service marketing.
基于刺激-机体-反应（SOR）模型和关系营销理论，本文旨在检验服务环境是否会影响老年人的信任、服务可信度和情感承诺，以及它们对康复环境中恢复意愿的影响。
设计/方法/途径：本研究采用定量方法，应用验证性因素分析和结构方程模型来检验响应。总共收集了 400 份数据，这些数据是通过向马来西亚的老年人发放问卷获得的。受访者是根据两个标准选择的：他们应该年满 65 岁，并且应该在过去 12 个月内去过康复中心。
结果表明，信任和情感承诺在增加老年人恢复意愿方面起着重要作用。与先前的研究结果相反，服务可信度并没有像假设的那样对恢复意愿产生任何显著影响。服务可信度对信任和情感承诺的直接影响进一步增强了这样一个前提，即服务可信度与恢复意愿之间的关系主要是间接的。尽管我们期望服务环境是形成老年人行为的重要驱动因素，但它对恢复意愿、信任和情感承诺的影响仍然不显著，除了服务可信度。
原创性/价值：过去的研究侧重于服务环境和服务可信度的作用。我们通过检验两者的综合影响，扩展了文献。因此，这些发现有助于更深入地理解医疗保健背景下以及服务营销中关于意图-行为关系的文献。
