The Effect of Servicescape Perception On Customer Satisfaction And Loyalty In Hospitality Businesses

Öz

In the research, the effect of perceived servicescape on overall satisfaction and customer loyalty in 5-star hospitality businesses is examined. In the study, five different scales are used. Ambient conditions scale, Layout-Decor scale, and Signs scale which constitute servicescape perception measurement tools are developed. In addition, the overall satisfaction scale is developed and the customer loyalty scale is adapted. In the research, the questionnaire technique is used. Data has been collected from Turkish and British customers who stayed at 5-star hospitality businesses between May and October 2021 by stratified random sampling method via face-to-face and online channels. The collected research data has been analyzed using IBM SPSS Statistics 23 program and Smart PLS 3.3 program. In the scope of the research normality, validity, and reliability, EFA, CFA, correlation, and regression analyzes have been performed on the data. According to the research results, the perceived servicescape has positive and significant effects on the overall satisfaction and customer loyalty.

Anahtar Kelimeler

• Perceived servicescape
• Overall satisfaction
• Service
• Customer loyalty
• Servicescape
• Service marketing

Konaklama İşletmelerinde Hizmet Alanı Algısının Müşteri Memnuniyeti ve Sadakati Üzerine Etkisi

Öz

Araştırmada 5 yıldızlı konaklama işletmelerinde hizmet alan müşterilerin hizmet alanı algısının genel memnuniyet ve müşteri sadakati üzerindeki etkisi incelenmektedir. Araştırmada beş farklı ölçek kullanılmıştır. Hizmet alanı algısı ölçüm aracını oluşturan ortam koşulları, düzen-dekor ve işaretler ölçekleri geliştirilmiştir. Ayrıca genel memnuniyet ölçeği geliştirilmiş ve müşteri sadakati ölçeği uyarlanmıştır. Araştırmada anket tekniği kullanılmıştır. Veriler 5 yıldızlı otellerde konaklama yapmış Türk ve İngiliz müşterilerden Mayıs-Ekim 2021 tarihleri arasında tabakalı rasgele örnekleme yöntemiyle yüz yüze ve çevrimiçi kanallar aracılığıyla toplanmıştır. Araştırma verileri IBM SPSS Statistics 23 programı ve Smart PLS 3.3 programı kullanılarak analiz edilmiştir. Veriler normallik, geçerlik ve güvenilirlik, EFA, CFA, korelasyon ve regresyon analizleri yapılarak incelenmiştir. Araştırma sonucunda hizmet alanı algısının müşterilerin genel memnuniyeti ve müşteri sadakati üzerinde anlamlı ve pozitif bir etkisi olduğu belirlenmiştir.

Anahtar Kelimeler

• Genel memnuniyet
• Hizmet
• Hizmet alanı
• Hizmet alanı algısı
• Müşteri sadakati
• Hizmet pazarlaması

Kaynakça

1. Adzoyi, P. N. ve Klutse, C. M. (2015). Servicescape, Customer Satisfaction and Loyalty in Ghanaian Hotels. Journal of Tourism, Hospitality and Sports, 10, 30-37.
2. Alfakhri, D., Harness, D., Nicholson, J. ve Harness, T. (2018). The Role of Aesthetics and Design in Hotelscape: A Phenomenological Investigation of Cosmopolitan Consumers. Journal of Business Research, 85, 523-531.
3. Babin, B. J., Chebat, J. C. ve Michon, R. (2004). Perceived Appropriateness and Its Effect on Quality, Affect and Behavior. Journal of Retailing and Consumer Services, 11, 287-298.
4. Baker, J., Grewal, D. ve Parasuraman, A. (1994). The Influence of Store Environment on Quality Inferences and Store Image. Journal of the Academy of Marketing Science, 22(4), 328-339.
5. Bayır, T., Yücel, N. ve Yücel, A. (2018). Geleneksel Pazarlama Karmasının Nöropazarlama Perspektifinden Değerlendirmesi. Sosyal Bilimler Dergisi, 5(21), 252-275.
6. Baytekin, E. P. (2005). Toplum Kalite Hedefinde Müşteri Memnuniyetinden Müşteri Sadakatine. Yeni Düşünceler Dergisi, 1(1), 41-52.
7. Bitner, M. J. (1990). Evaluating Service Encounters: The Effect of Physical Surroundings and Employee Responses. Journal of Marketing, 54, 69-82.
8. Bitner, M. J. (1992). Servicescapes: The Impact of Physical Surroundings on Customers and Employes. Journal of Marketing, 56, 57-71.

9. Bone, P. F., ve Jantrania, S. (1992). Olfaction as a Cue for Product Quality. Marketing Letters, 3(3), 289-296.
10. Callan, R. J. ve Kyndt, G. (2001). Business Travellers’ Perception of Service Quality: A Prefatory Study of Two European City Centre Hotels. International Journal of Tourism Research, 3, 313-323.
11. Chebat, J.C. ve Michon, R. (2003). Impact of Ambient Odors on Mall Shoppers’ Emotions, Cognition, and Spending a Test of Competitive Casual Theories. Journal of Business Research, 56, 529-539.
12. Chen, J-S., Tsou, H. T. ve Huang, A. Y-H. (2009). Service Delivery Innovation (Antecedents and Impact on Firm Performance). Journal of Service Research, 12(1), 36-55.
13. Cheng, J-S., Tang, T-W., Shih, H-Y. ve Wang, T-C. (2016). Designing Lifestyle Hotels. International Journal of Hospitality Management, 58, 95-106.
14. Choi, T. Y. ve Chu, R. (2001). Determinants of Hotel Guests’ Satisfaction and Repeat Patronage in the Hong Kong Hotel Industry. International Journal of Hospitality Management, 20, 277-297.
15. Cicenaite, E. ve Maciejewska M. (2012). The Role of the Perceived Servicescape in a Supermarket. Master’s Thesis in Business Administration, Jönköping International Business School Jönköping University, Sweden.
16. Constantinides, E. (2006). The Marketing Mix Revisited: Towards the 21st Century Marketing. Journal of Marketing Management, 22 (3-4), 407-438.
17. Countryman, C. C. ve Jang, SC. (2006). The Effects of Atmospheric Elements on Customer Impression: The Case of Hotel Lobbies. International Journal of Contemporary Hospitality Management, 18(7), 534-545.
18. Dedeoğlu, B. B., Balıkçıoğlu, S., Güral F. N. ve Küçükergin K. G. (2014). Farklı Milletler, Farklı Algılar: Hizmet Alanında Bir Araştırma. Journal of Tourism and Gastronomy Studies, 2(3), 3-10.
19. Dong, P. ve Siu, N. Y. M. (2012). Servicescape Elements, Customer Predispositions and Service Experience: The Case of Theme Park Visitors. Tourism Management, XXX, 1-11.
20. Edvardsson, B., Gustafsson, A. ve Roos, I. (2005). Service Portraits in Service Research: A Critical Review. International Journal of Service Industry Management, 16(1), 107-121.
21. Eroğlu, E. (2005). Müşteri Memnuniyeti Ölçüm Modeli. İstanbul Üniversitesi İşletme Fakültesi İşletme Dergisi, 34(1), 7-25.
22. Fisk, R. P., Brown, S. W. ve Bitner, M. J. (1993). Tracking the Evolution of the Services Marketing Literature. Journal of Retailing, 69(1), 61-103.
23. Frew, E. ve Knight, J. A. (2009). Independent Theatres and the Creation of a Fringe Atmosphere. International Journal of Culture, Tourism and Hospitality Research, 3(3), 211-227.
24. Furrer, O. ve Sollberger, P. (2007). The Dynamics and Evolution of the Service Marketing Literature: 1993-2003. Service Business, 1, 93-117.
25. Gilmore, A. (2003). Services Marketing and Management. Sage Publications Ltd. London.
26. Gordon, G. L., Calantone, R. J. ve di Benedetto, C. A. (1993). Business-To-Business Service Marketing: How Does It Differ From Business- To-Business Product Marketing?, Journal of Business & Industrial Marketing, 8(1), 45-57.
27. Grönroos, C. (1990). Service Management: A Management Focus for Service Competition. International Journal of Service Industry Management, 1(1), 6-14.
28. Hair JR, J. F., Black, W. C., Babin, B. J. ve Anderson, R. E. (2010). Multivariate Data Analysis. Pearson Prentice Hall (Seventh Edition).
29. Hamid, M. R. A., Sami, W. ve Sidek, M. H. M. (2017). Discriminant Validity Assessment: Use of Fornell & Larcker Criterion versus HTMT Criterion. Journal of Physics: Conf. Series, 890, 1-5.
30. Han, H. ve Back, K-J. (2006). Investigating the Effects of Consumption Emotions on Customer Satisfaction and Repeat Visit Intentions in the Lodging Industry. Journal of Hospitality & Leisure Marketing, 15(3), 5-30.
31. Han, H. ve Ryu, K. (2007). Moderating Role of Personal Characteristics in Forming Restaurant Customers’ Behavioral Intentions: An Upscale Restaurant Setting. Journal of Hospitality & Leisure Marketing, 15(4), 25-54.
32. Harris, L. C. ve Goode, M. H. M. (2010). Online Servicescapes, Trust, and Purchase Intentions. Journal of Services Marketing, 24(3), 230-243.
33. Hartline, M. D. ve Jones, K. C. (1996). Employee Performance Cues in a Hotel Service Environment: Influence on Perceived Service Quality, Value, and Word-of-Mouth Intentions. Journal of Business Research, Elsevier, 35, 207-215.
34. Heide, M. ve Grønhaug, K. (2006). Atmosphere: Conceptual Issues and Implications for Hospitality Management. Scandinavian Journal of Hospitality and Tourism, 6(4), 271-286.
35. Heide, M., Lærdal, K. ve Grønhaug, K. (2007). The Design and Management of Ambience—Implications for Hotel Architecture and Service. Tourism Management, 28, 1315-1325.
36. Hightower, R. (2003). Framework For Managing The Servicescape: A Sustainable Competitive Advantage. Marketing Management Journal, Fall, 84-95.
37. Hilliard, T. W. ve Baloğlu, Ş. (2008). Safety and Security as Part of the Hotel Servicescape for Meeting Planners. Journal of Convention & Event Tourism, 9(1), 15-34.
38. Jin, N (P)., Lee, S. ve Huffman, L. (2012). Impact of Restaurant Experience on Brand Image and Customer Loyalty: Moderating Role of Dining Motivation. Journal of Travel & Tourism Marketing, 29, 532-551.
39. Kim, K-J., Jeong, I-J, Park, J-C, Park Y-J, Kim, C-G, Kim, T-H. (2007). The Impact of Network Service Performance on Customer Satisfaction and Loyalty: High-speed Internet Service case in Korea. Expert Systems with Applications, 32, Science Direct, 822-831.
40. Kim, W. G., ve Moon, Y. J. (2009). Customers’ Cognitive, Emotional, and Actionable Response to the Servicescape: A Test of The Moderating Effect of The Restaurant Type. International Journal of Hospitality Management, 28, 144-156.
41. Koç, E. (2017). “Hizmet Pazarlaması ve Yönetimi Global ve Yerel Yaklaşım”. Seçkin Yayıncılık (2. Baskı), Ankara.
42. Kotler, P. (1973-74). Atmospherics as a Marketing Tool. Journal of Retailing, 49(4), 48-64.
43. Kotler, P. ve Armstrong, G., (2011). Principles of Marketing. Pearson Prentice Hall (14. Baskı), New Jersey.
44. Kozak, N., Özel, Ç. H. ve Yüncü, D. K. (2014). “Hizmet Pazarlaması”. Detay Yayıncılık (2. Baskı, Ankara.
45. Lin, I. Y. (2004). Evaluating a Servicescape: The Effect of Cognition and Emotion. International Journal of Hospitality Management, 23, 163-178.
46. Lorig, T. S. ve Schwartz, G. E. (1988). Brain and Odor: I. Alteratıon of Human EEG by Odor Administration. Psychobiology,16(3), 281-284.
47. Lovelock, C. ve Wirtz J. (2011). Services Marketing: People, Technology, Strategy (Seventh Edition), Prentice Hall: New Jersey.
48. Milliman, R. E. (1982). Using Background Music to Affect the Behavior of Supermarket Shoppers. Journal of Marketing, 46(3), 86-91.
49. Milliman, R. E. (1986). The Influence of Background Music on the Behavior of Restaurant Patrons. Journal of Consumer Research, 13(2), 286-289.
50. Mitchell, D. J., Kahn, B. E., ve Knasko, S. C. (1995). There's Something in the Air: Effects of Congruent or Incongruent Ambient Odor on Consumer Decision Making. Journal of Consumer Research, 22(2), 229-238.
51. Moeller, S. (2010). Characteristic of Services- A New Approach Uncover Their Value. Journal of Services Marketing, 24(5), 359-368.
52. Morin, S., Dubé, L. ve Chebat, J. C. (2007). The role of pleasant music in servicescapes: A test of the dual model of environmental perception. Journal of Retailing, 83, 115-130.
53. Namasivayam, K. ve Lin, I. Y. (2008). The Servicescape. Handbook of Hospitality Operations and IT, Chapter 3, 43-62.
54. Oliver, R. L. (1999). Whence Consumer Loyalty?. Journal of Marketing, 63(Special Issue), 33-44.
55. Orel, F. D. ve Memmedov, İ. (2003). “Turizmde Hizmet Pazarlaması Türkiye Açısından Rusya Pazarı”. Karahan Kitabevi (İlk Baskı). Adana.
56. Öndoğan, E. N. (2010). Restoran Pazarlamasında Kullanılan Temel Pazarlama Karma Elemanları “P”. Ege Stratejik Araştırmalar Dergisi, 1-25.
57. Özdamar, K. (2017). “Ölçek ve Test Geliştirme Yapısal Eşitlik Modellemesi: IBM SPSS, IBM SPSS AMOS ve MINITAB Uygulamalı”. Nisan Kitabevi (2. Baskı). Eskişehir.
58. Öztürk, S. A. (2017). “Hizmet Pazarlaması Kuram, Uygulama ve Örnekler”. Ekin Yayıncılık (16. Baskı). Bursa.
59. Parasuraman, A., Zeithaml, V. A. ve Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(4), 41-50.
60. Rosenbaum, M.S. ve Massiah, C. (2011). An Expanded Servicescape Perspective. Journal of Service Management, 22(4), 471-490.
61. Russell, J. A. ve Pratt, G. (1980). A Description of the Affective Quality Attributed to Environments. Journal of Personality and Social Psychology, 38(2), 311-322.
62. Ryu, K. ve Han, H. (2010a). Influence of Physical Environment on Disconfirmation, Customer Satisfaction, and Customer Loyalty for First-time and Repeat Customers in Upscale Restaurants. International CHRIE Conference-Refereed Track, Event 13, 1-8.
63. Ryu, K. ve Han, H. (2010b). Influence of the Quality of Food, Service, and Physical Environment on Customer Satisfaction and Behavioral Intention in Quick-Casual Restaurants: Moderating Role of Perceived Price. Journal of Hospitality & Tourism Research, 34(3), 310-329.
64. Ryu, K. ve Han, H. (2011). New or Repeat Customers: How Does Physical Environment Influence Their Restaurant Experience?. International Journal of Hospitality Management, 30, 599-611.
65. Ryu, K., Han, H. ve Kim, T-H. (2008). The Relationships among Overall Quick-Casual Restaurant Image, Perceived Value, Customer Satisfaction, and Behavioral Intentions. International Journal of Hospitality Management, 27, 459-469.
66. Ryu, K., Lee, H-R. ve Kim, W. G. (2012). The Influence of the Quality of the Physical Environment, Food, and Service on Restaurant Image, Customer Perceived Value, Customer Satisfaction, and Behavioral Intentions. International Journal of Contemporary Hospitality Management, 24(2), 200-223.
67. Shams, G., Rather, R., Rehman, M. A. ve Lodhi, R. N. (2020). Hospitality-Based Service Recovery, Outcome Favourability, Satisfaction With Service Recovery And Consequent Customer Loyalty: An Empirical Analysis. International Journal of Culture, Tourism and Hospitality Research, Emerald, 1-19.
68. Shoemaker, S. ve Lewis, R. C. (1999). Customer Loyalty: the Future of Hospitality Marketing. International Journal of Hospitality Management, 18, 345-370.
69. Smith, P. C. ve Curnow, R. (1966). “Arousal Hypothesis” and the Effects of Music on Purchasing Behavior. Journal of Applied Psychology, 50(3), 255.
70. Spangenberg, E. R., Crowley, A. E., ve Herderson, P. W. (1996). Improving the Store Environment: Do Olfactory Cues Affect Evaluations and Behaviors?. Journal of Marketing, 60(2), 67-80.
71. Sui, N. Y. M., Wan, P. Y. K. ve 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, 236-246.
72. Turley, L. W. ve Milliman, R. E. (2000). Atmospheric Effects on Shopping Behavior: A Review of the Experimental Evidence. Journal of Business Research, 49, 193-211.
73. Vargo, S. L. ve Lusch, R. F. (2004). The Four Service Marketing Myths: Remnants of a Goods-Based, Manufacturing Model. Journal of Service Research, 6(4), 324-335.
74. Wakefield, K.L. ve Blodgett, J. G. (1994). The Importance of Servicescapes in Leisure Service Settings. Journal of Services Marketing, 8(3), 66-76.
75. Wakefield, K.L. ve Blodgett, J. G. (1996). The effect of the servicescape on customers’ behavioral intentions in leisure service settings. The Journal of Services Marketing, 10(6), 45-61.
76. Yalch, R. ve Spangenberg, E. (1990). Effects of Store Music on Shopping Behavior. The Journal of Consumer Marketing, 7(2), 55-63.