Abstract
There is considerable signal from empirical studies that many factors influence consumer behaviors in service setting. The conceptual paper review retailscape elements as antecedents of customer pleasure and customer re-patronage with moderating of customer mood between retailscape elements and customer pleasure. The conceptual framework was developed after review of past literature. In this study different aspects of retailscape elements were discussed and its impact on customer pleasure and customer re-patronage intentions. Similar past literature in the same context are stressing the importance of retailscape elements and its influence on customer's pleasure and customer re-patronage intentions. The literature supports the moderating role of customer mood between retailscape elements and customer pleasure. Furthermore, retailscape elements plays an important role in influencing customer emotions which could either pasitively or negatively, determine customer intention to return to the service setting. Moreover, our conceptual paper specifically demonstrate customer mood could be a significant behavior predictor between the retailscape elements and customer pleasure. Meanwhile, customer pleasure could have a significant impact on the customer re-patronage intentions. Birtner (1992), Stimulus, Organism and Response (SOR) theory was used to underlie the conceptual framework. In addition, come implications of this conceptual model for theory and practice are discussed.