The effect of servicescape in hotels on customer satisfaction: Evidence from resort hotels

Savaş Artuğer

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Customer Service Quality and Loyalty Diverse Aspects of Tourism Research Consumer Retail Behavior Studies

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.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1988On the Evaluation of Structural Equation Models 2003Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures 1992Servicescapes: The Impact of Physical Surroundings on Customers and Employees 1974Atmospherics as a Marketing Tool 2001Experiential value: conceptualization, measurement and application in the catalog and Internet shopping environment☆11☆This article is based upon the first author’s doctoral dissertation completed while at Georgia Institute of Technology.2000Atmospheric Effects on Shopping Behavior 2009The Roles of the Physical Environment, Price Perception, and Customer Satisfaction in Determining Customer Loyalty in the Restaurant Industry

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2021Servicescape, Guest Satisfaction, and Intention to Book a Hotel Room

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