الفهرس 
CHAPTER ONE: INTRODUCTIONOnly 14 pages are availabe for public view
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Abstract
This research seeks to understand the way customers mix their cognitive and affective evaluations in a form of applicable marketing variables such as quality, satisfaction, and value to build their intentions toward their service experience. Thus, this study tried to identify the relative importance of the intangible service quality antecedents to form the perceived intangible service quality and servicescape antecedents toward servicscape perception. Moreover, this study tests the proposed framework in forming repurchase intentions in customers’ minds and identifies the peripheral relationships among the independent variables in cognitive and affective evaluations context. It identifies customer perception variations for their demographic differences as well and tests these variations among the study framework relations for possible and significant demographics.