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

Abstract

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.

Keywords

• 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

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