Measuring the Effect of Restaurant Servicescapes on Customer Loyalty

Year 2019, Volume: 6 Issue: 2, 255 - 270, 01.11.2019

Nuray Türker Samet Gökkaya Ayşegül Acar

Abstract

This paper aims to examine
the perceptions of customers towards restaurant servicescapes and to find out
the influential role of restaurant servicescapes in customer loyalty. Therefore,
a survey was conducted at three restaurants in the context of servicescapes in
Safranbolu, Turkey. Respondents were interviewed at the end of their meal and
asked to complete a scoresheet that consisted of 35 servicescape factors. Using
data collected from 327 guests, it was found that the guests’ perception of the
restaurant servicescape influences their loyalty. Results indicate that both direct/indirect external servicescape
influences and physical environment: external presentation had the highest scores
that positively affect the loyalty of
customers. 

Keywords

Servicescapes, restaurants, customer loyalty, Turkey

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