The Influence of Ambient Cues on Customer Behavioral Intentions

This study examines the influence of ambient cues on customers’ emotions, perceived experiential value, and behavioral intentions. Data are collected from 447 individual customers of midscale ethnic restaurants that specialize in national/local cuisine and offer servicescapes inspired by the local culture in Hanoi, Vietnam. This research reveals that though ambient cues have no significant direct impact on intentions, they can significantly impact on emotions and perceived experiential value, which in turn affect behavioral intention. This study adds to the existing liturature of ambient cues by extending the Stimulus, Organism, Response model to examine the role of perceived experiential value as the “organism” in the impact of the ambient cues on behavioral intentions.