The Design of Servicescape Based on Benefit Sought in Hotel Facilities: A Survey Study of Hotel Consumers in Seoul

Abstract

The physical environment, servicescape, could serve as a differentiator in intended market segment positioning. It needs to define for facility managers their market positioning, segmentation, and target market by creating a servicescape that will meet the target customer's needs, wants and expectations. The purpose of this study is to segment users by employing a cluster analysis based on benefit sought and to suggest a strategy for designing servicescape in hotel facilities adopting Bitner's (1992) conceptual framework. This research conducted a questionnaire survey to identify the benefit sought by various market segments, and to investigate demand on servicescape in hotel facilities. Based on the results of the survey, servicescacpe design for the segment groups was developed. The customized design of the servicescape by benefit segmentation, proposed that this research could support particular positioning and segmentation strategies and enhance ultimate marketing objectives. By application of the proposed strategy, various hotel facilities can be developed for target consumers.

A Systematic Underpinning and Framing of the Servicescape: Reflections on Future Challenges in Healthcare Services

“…Through this study, we emphasized the significance of developing criteria and framing their interactions under distinct types of service settings. Researchers have begun to understand that it is not enough to adapt the general dimensions of the servicescape to every service setting [ 11 , 38 , 42 , 43 , 44 , 45 , 46 ]. There have been few attempts to develop a theoretical background or suggest diverse frameworks that could explain how different the healthscape is from other service environments.…”

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

“…Servicescape refers to the comprehensive physical environment perceived by customers and consists of elements such as facilities, furniture, signs, temperature, noise, cleanliness. The servicescape in a hotel is influential on people's buying behavior and market segmentation of hotels (Hee Lee, Lee, 2015). However, due to the simultaneous consumption and production in hotels, which are due to the characteristics of the service industry, customers have little knowledge of the services in a hotel.…”