Purpose: The purpose of this paper is to examine ladies' buying behaviour during shoes sales promotions in Malaysia, using the highly validated Belk's Model.Design/methodology/approach: Using this validated model, the main research framework consists of Social Surroundings (SS), Temporal Perspective (TP), Task Definition (TD), Physical Surrounding (PS), used as predictors for Sales Promotion Purchase (SPP). Ethnic groups are used as a moderator for this study.Findings: The results identify few key predictors during shoes sales promotion. Ladies expressed the importance of first day sales for first buyer's advantage, and they preferred large shops with music. Moreover, due to the multi‐racial society in the country, ethnic group interaction on the model did not indicate impact of consumer differences affecting the sales promotion purchase. That is, during a specific festive season sale, all ethnic groups take full advantages of the sale.Research limitations/implications: This implies that Belk's Model is still applicable even in multi sales promotions for a specific product – shoes. However, the study may have the slight possibility of biases due to the retrospective accounts of recalling purchase involvement in retails shop(s) during sale promotions. Nevertheless, it is assumed that these biases are minimal as there are six sales per year in the country, averaging one sale per two months.Originality/value: This study provides an insight of ladies' purchasing behaviour and their preferred types of retail outlets, which contributes to retail owners' sales promotional strategies to attract consumers during festive seasons.

Purpose: 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.Findings: 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.