The Effect of Servicescape in Hotels on Customer Satisfaction: Evidence From Resort Hotels
Keywords:
servicescape; customer satisfaction; resort hotels
Abstract
The purpose of this study was to determine the impact of servicescapes in hotels on customer satisfaction. The sample of the study consists of foreign tourists staying in five-star resort hotels operating in Marmaris district of Muğla province between June 1-August 30, 2019. Data were collected from 225 hotel customers. Mean, standard deviation, confirmatory factor analysis, reliability analysis and regression analysis were used in analyzing the obtained data.
The study revealed that servicescape in hotels has an impact on customer satisfaction. It was found that ambient conditions, decor, signs and symbols had a significant effect on customer satisfaction. According to the results of the study, signs and symbols are the most important factors affecting customer satisfaction. However, it was discovered that the spatial layout did not affect customer satisfaction.
References
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Dedeoğlu, B.B., Bilgihan A., Ye B. H., Buonincontri P., Okumus F. 2018. The impact of servicescape on hedonic value and behavioral intentions: The importance of previous experience. International Journal of Hospitality Management 72, 10-20.
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Hee Lee, S., Lee, H. 2015. The design of servicescape based on benefit sought in hotel facilities: A survey study of hotel consumers in Seoul. Journal of Asian Architecture and Building Engineering, September 14(3), 633-640.
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Pallant, J. 2007. SPSS. A step-guide to data analysis using SPSS version 15. New York: Open University Press. Third Edition.
Qu, H., Ryan, B., Chu, R. 2000. The importance of hotel attributes in contributing to travelers' satisfaction in the Hong Kong hotel industry. Journal of Quality Assurance in Hospitality & Tourism 1(3), 65-83.
Radojevic, T. Stanisic, N., & Stanic, N. 2015. Ensuring positive feedback: Factors that influence customer satisfaction in the contemporary hospitality industry. Tourism Management 51, 13-21
Reimer, A., Kuehn, R. 2005. The impact of servicescape on quality perception. European Journal of Marketing 39( 7/8), 785-808.
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Rosenbaum, S. M, Massaih, C. 2011. An expanded servicescape perspective. Journal of Service Management 22(4), 471-490.
Ryu, K. 2010. The influence of dining environmental perceptions on behavioral intentions through customer satisfaction in the upscale restaurant context. Annual Conference proceedings of research and academic papers. Catalina İsland, Mexico , 18-22 October, pp.185-203.
Ryu, K., Han, H. 2010. Influence of the quality of food, service, and physical environment on customer satisfaction and behavioral ıntention in quick-casual restaurants: Moderating role of perceived price. Journal Of Hospitality & Tourism Research 34(3), 310-329.
Siu, Yee-Man. N., Wang, K. Y. P., Dong, P. 2012. The impact of the servicescape on the desire to stay in convention and exhibition centers: The case of Macao. International Journal of Hospitality Management 31(1), 236–246
Turley, L.W., Milliman, R.E. 2000. Atmospheric effects on shopping behavior: A review of the experimental evidence. Journal of Business Research 49(2), 193–211.
Voon, H. B. 2011. Service environment of restaurants: Findings from the youth customers. Journal of Asian Behavioural Studies 1(2), 45-56.
Woo, E., Kim, H., Uysal, M. 2015. Life satisfaction and support for tourism development. Annals of Tourism Research 50, 84–97.
Xu, X., Li, Y. 2016. The antecedents of customer satisfaction and dissatisfaction toward various types of hotels: A text mining approach. International Journal of Hospitality Management 55, 57–69
Yen-Lun Su, A. 2004. Customer satisfaction measurement practice in Taiwan hotels. Hospitality Management 23, 397-408.
Bagozzi, P. R., Yi, Y. 1998. On the evaluation of structural equation models. Journal of the Academy of Marketing Science 16(1), 74-94.
Bitner, M. 1992. Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing 56(2), 57–71.
Cheng, L. B., Gan, C. C., Imrie, C. B., Mansori, S. 2019. Service recovery, customer satisfaction and customer loyalty: evidence from Malaysia’s hotel industry. International Journal of Quality and Service Sciences 11(2), 187-203.
Choi, T. Y., Chu, R. 2001. Determinants of hotel guests' satisfaction and repeat patronage in the Hong Kong hotel industry. International Journal of Hospitality Management 20(3), 277-297.
Dedeoğlu, B.B., Bilgihan A., Ye B. H., Buonincontri P., Okumus F. 2018. The impact of servicescape on hedonic value and behavioral intentions: The importance of previous experience. International Journal of Hospitality Management 72, 10-20.
Del Bosque, I. A. R., Hector, S. M., Collado, J. 2006. The role of expectations in the consumer satisfaction formation process: Empirical evidence in the travel agency sector. Tourism Management 27, 410–419.
Dominici, G., Guzzo, R. 2010. Customer satisfaction in the hotel industry: a case study from Sicily. International Journal of Marketing Studies 2(2), 3-12.
Engel, K. S., Moosbrugger, H., Müler, H. 2003. Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research Online 8(2), 23–74.
Evangelista, F., Dioko, A. N. L. 2010. Interpersonal ınfluence and destination brand equity perceptions. International Journal Of Culture, Tourism and Hospitality Research 5(3), 316-328.
Faizan, A., Muslim, A. 2014. The influence of physical environment on emotions, customer satisfaction and behavioral intentions in Chinese resort hotel industry. J. Global Business Advancement 7(3), 249-266.
Field, A. 2009. Discovering statistics using spss. London: SAGE Publications.
González-Mansilla, Ó., Berenguer-Contrí, G., Serra-Cantallops, A. 2019. The impact of value co-creation on hotel brand equity and customer satisfaction. Tourism Managemen, 75, 51-65.
Gu, H., Ryan, C. (2008). Chinese clientele at Chinese hotels: Preferences and satisfactions. International Journal of Hospitality Management 27(3), 337–345.
Hair, J. F., Black, C. W., Babin, J. B., Anderson, R. E. 2014. Multivariate data analysis. Edinburgh Gate Harlow: Pearson Education Limited. (7th ed.)
Han, H., Ryu, K. 2009. The roles of the physical environment, price perception, and customer satisfaction in determining customer loyalty in the restaurant industry. Journal of Hospitality & Tourism Research 33(4), 487-510.
Hee Lee, S., Lee, H. 2015. The design of servicescape based on benefit sought in hotel facilities: A survey study of hotel consumers in Seoul. Journal of Asian Architecture and Building Engineering, September 14(3), 633-640.
Heung, V. C., Gu, T. (2012). Influence of restaurant atmospherics on patron satisfaction and behavioral intentions. International Journal of Hospitality Management 31(4), 1167-1177.
Hooper, D., Coughlan, J., Mullen, M. 2013. The servicescape as an antecedent to service quality and behavioral intentions. Journal of Services Marketing 27(4), 271-280.
Hu, H.-H. S., Kandampully, J., Juwaheer, T. D. 2009. Relationships and impacts of service quality, perceived value, customer satisfaction, and image: An empirical study. The Service Industries Journal 29(2), 111-125.
Joanne Chan, H. S., Penny Wan, K. Y., Zoe Tam, T. U. 2019. Tourists’ description of their experiences of the servicescape of Integrated resorts: the case of Macau. International Journal of Hospitality & Tourism Administration, doi.org/10.1080/15256480.2019.1641453
Juhari, H. N., Ali. M. H., Khair, N. 2012. The shopping mall servicescape affects customer satisfaction. 3rd International Conference on Business and Economic Research. Bandung, Indonesia.
Kotler, P. 1973. Atmospherics as a marketing tool. Journal of Retailin, 49(4), 48–64.
Kwortnik, J. R., Han, X. 2011. The influence of guest perceptions of service fairness on lodging loyalty in China. Cornell Hospitality Quarterly 52(3), 321–332.
Lap-Kwong, D. 2017. The role of servicescape in hotel buffet restaurant. Journal of Hotel & Business Management 6(1), 1-8.
Lin, Y. I. 2009. Management the combined effect of color and music on customer satisfaction in hotel bars. Journal of Hospitality Marketing & Management 19(1), 22–37.
Liu, Y., Jang, S. S. 2009. The effects of dining atmospherics: An extended Mehrabian–Russell model. International Journal of Hospitality Management 28(4), 494–503.
Miles, P., Miles, G., Cannon, A. 2012. Linking servicescape to customer satisfaction: exploring the role of competitive strategy. International Journal of Operations & Production Management 32(7), 772-795.
Muğla Provincial Directorate of Culture and Tourism. 2019. Tourism Statistics. Retrieved from https://mugla.ktb.gov.tr/Eklenti/61356,ozetpdf.pdf?0
Myers, N. D., Ahn, S., Jin, Y. 2011. Sample size and power estimates for a confirmatory factor analytic model in exercise and sport: A monte carlo approach. Research Quarterly for Exercise and Spor, 82(3), 412–423.
Pallant, J. 2007. SPSS. A step-guide to data analysis using SPSS version 15. New York: Open University Press. Third Edition.
Qu, H., Ryan, B., Chu, R. 2000. The importance of hotel attributes in contributing to travelers' satisfaction in the Hong Kong hotel industry. Journal of Quality Assurance in Hospitality & Tourism 1(3), 65-83.
Radojevic, T. Stanisic, N., & Stanic, N. 2015. Ensuring positive feedback: Factors that influence customer satisfaction in the contemporary hospitality industry. Tourism Management 51, 13-21
Reimer, A., Kuehn, R. 2005. The impact of servicescape on quality perception. European Journal of Marketing 39( 7/8), 785-808.
Republic of Turkey Ministry of Culture and Tourism. 2019. Facility (Ministry) Certified Facility Accommodation Statistics. Retrieved from https://yigm.ktb.gov.tr/TR-201121/isletme-bakanlik-belgeli-tesis-konaklama-istatistikleri.html
Rosenbaum, S. M, Massaih, C. 2011. An expanded servicescape perspective. Journal of Service Management 22(4), 471-490.
Ryu, K. 2010. The influence of dining environmental perceptions on behavioral intentions through customer satisfaction in the upscale restaurant context. Annual Conference proceedings of research and academic papers. Catalina İsland, Mexico , 18-22 October, pp.185-203.
Ryu, K., Han, H. 2010. Influence of the quality of food, service, and physical environment on customer satisfaction and behavioral ıntention in quick-casual restaurants: Moderating role of perceived price. Journal Of Hospitality & Tourism Research 34(3), 310-329.
Siu, Yee-Man. N., Wang, K. Y. P., Dong, P. 2012. The impact of the servicescape on the desire to stay in convention and exhibition centers: The case of Macao. International Journal of Hospitality Management 31(1), 236–246
Turley, L.W., Milliman, R.E. 2000. Atmospheric effects on shopping behavior: A review of the experimental evidence. Journal of Business Research 49(2), 193–211.
Voon, H. B. 2011. Service environment of restaurants: Findings from the youth customers. Journal of Asian Behavioural Studies 1(2), 45-56.
Woo, E., Kim, H., Uysal, M. 2015. Life satisfaction and support for tourism development. Annals of Tourism Research 50, 84–97.
Xu, X., Li, Y. 2016. The antecedents of customer satisfaction and dissatisfaction toward various types of hotels: A text mining approach. International Journal of Hospitality Management 55, 57–69
Yen-Lun Su, A. 2004. Customer satisfaction measurement practice in Taiwan hotels. Hospitality Management 23, 397-408.