Author(s) :

David Amani.

Volume/Issue :

Abstract :

The study aims to examine the impact of servicescape on brand evangelism, mediated by corporate brand trust. It responds to the scholarly call for investigating servicescape as a driver of attitudinal behaviors, specifically brand evangelism. Data was collected from 505 customers of selected hotels in Tanzania. The analysis, conducted using structural equation modeling, revealed that servicescape has a significant influence on brand evangelism among customers in the hotel industry. These findings suggest that servicescapes serve as strategic assets for fostering corporate brand trust, ultimately leading to the conversion of customers into brand evangelists. Keywords: servicescape, corporate brand trust, brand evangelism, hotel industry

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