The Effect of Servicescape on Revisit Intention in Restaurants: The Mediating Effect of Brand Familiarity

Seray Gülertekin; Volkan Genç

doi:10.48119/toleho.850803

EN

The Effect of Servicescape on Revisit Intention in Restaurants: The Mediating Effect of Brand Familiarity

Abstract

The purpose of this study is to examine the multidimensional structure of servicescape (substantive and communicative) in restaurants to understand the effect of brand familiarity on customer revisit intention. The data were collected from the branches of a restaurant in Istanbul. Quantitative research methods were used in this study. Data were collected from 672 visitors using the convenience sampling technique. Data were analyzed by Bootstrap technique using SPSS Process Macro. The findings show that both the substantive and communicative servicescape does not affect the restaurant customers’ brand familiarity; however, brand familiarity has been found to have an mediating role in revisit intention. Also, substantive and communicative servicescape affect the revisit intention. The study extends the Gestalt Theory as also major considerations.

Keywords

Substantive staging of servicescape , Communicative staging of servicescape , Brand Familiar , Revisit Intention , Gestalt Theory

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Details

Primary Language

English

Subjects

Tourism (Other)

Journal Section

Research Article

Authors

Seray Gülertekin
0000-0002-0655-2856
Türkiye

Volkan Genç ^*
0000-0001-5887-0568
Türkiye

Publication Date

June 23, 2021

Submission Date

December 30, 2020

Acceptance Date

January 31, 2021

Published in Issue

Year 2021 Volume: 3 Number: 1

DOI

https://doi.org/10.48119/toleho.850803

IZ

https://izlik.org/JA68RM32ZD

APA

Gülertekin, S., & Genç, V. (2021). The Effect of Servicescape on Revisit Intention in Restaurants: The Mediating Effect of Brand Familiarity. Journal of Tourism Leisure and Hospitality, 3(1), 18-25. https://doi.org/10.48119/toleho.850803

Cited By

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https://doi.org/10.1177/14673584231210111

From food authenticity to post-experience behavior: young tourist’s choices of ethnic restaurants

Consumer Behavior in Tourism and Hospitality

https://doi.org/10.1108/CBTH-01-2024-0023

How Streetscape Design Shapes Everyday Street Vitality: The Mediating Role of Commercial Satisfaction within a Servicescape Framework

Applied Spatial Analysis and Policy

https://doi.org/10.1007/s12061-026-09863-7

The Mediating Roles of Service Experience and Satisfaction: How Servicescape Influences Loyalty and Electronic Word-of-Mouth

Administrative Sciences

https://doi.org/10.3390/admsci15120485

Abstracting & Indexing

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The Effect of Servicescape on Revisit Intention in Restaurants: The Mediating Effect of Brand Familiarity

Abstract

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References

Details

Primary Language

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Authors

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Acceptance Date

Published in Issue

DOI

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Cited By

Holisticscape – the extended servicescape to influence tourists’ holistic health. From a systematic literature review to a research agenda

From food authenticity to post-experience behavior: young tourist’s choices of ethnic restaurants

How Streetscape Design Shapes Everyday Street Vitality: The Mediating Role of Commercial Satisfaction within a Servicescape Framework

The Mediating Roles of Service Experience and Satisfaction: How Servicescape Influences Loyalty and Electronic Word-of-Mouth