The role of servicescape and image perceptions of customers on behavioral intentions in the hotel industry

Abstract

Purpose – The purpose of this study is to examine the relationships between servicescape components, image and behavioral intentions within the framework of hotel businesses. Design/methodology/approach – Relationships between specified variables were tested with structural equation modeling (SEM) using a sample of 410 hotel customers. Findings – It was found that servicescape components had a positive effect on overall image, and overall image had the same effect on word-of-mouth (WOM) and re-visiting. It was also determined that overall image played a mediating role between servicescape and behavioral intention components. Overall, image played a partial mediating role between substantive staging of servicescape (SSoS) and WOM and a full mediating role among the other variables. Practical implications – For a business to maintain a positive image perception, servicescape components must be positively perceived, as well. Therefore, managers who intend to present a positive business image should design servicescape components according to current trends or the fashion expectations of target consumers. This would by default increase the attractiveness of the business. Moreover, businesses can create unique concepts by designing and developing new servicescape components. This step can be beneficial, especially for hotel businesses wishing to establish a specific brand. In this regard, it is recommended that businesses employ an expert who can track and organize servicescape developments. Originality/value – Although it has been found that there are specific relationships between servicescape, image and behavioral intentions, there has been a deficiency of empirical studies carried out within hotel industries. Furthermore, while SSoS has been investigated in the literature, communicative staging of servicescape (CSoS) has been neglected. In this regard, investigating the aforementioned relationships within the framework of the hotel industry contributes to the literature. Furthermore, in this study, an attempt has been made to stress the importance of servicescape, which is found to be essential for positive business image perception.

An Investigation of Passengers’ Psychological Benefits from Green Brands in an Environmentally Friendly Airline Context: The Moderating Role of Gender

“…Our study results showed that overall image positively affects the three outcome variables; intentions to use (0.912, p < 0.05), word-of-mouth intentions (0.926, p < 0.05) and willingness to pay more (0.504, p < 0.05). As a first attempt to identify the effect of overall image on intentions to use, word-of-mouth intentions and willingness to pay more in an environmentally friendly airline context, the results are consistent with previous studies [57,85,86]. That is, when passengers have a positive overall image about an environmentally friendly airline, they are more likely to (1) take an environmentally friendly airline when traveling; (2) recommend an environmentally friendly airline to others; and (3) spend extra in order to take an environmentally friendly airline.…”

“…For example, Han and Hyun [57] collected data from 286 passengers in order to find the role of overall image in the cruise industry and suggested that overall image has a positive impact on intentions to use. In addition, Durna, Dedeoglu and Balikçioglu [86] investigated how overall image influences word-of-mouth in the hotel industry. They analyzed data from 410 hotel customers and found that overall image is an important predictor of word-of-mouth.…”

Peran Servicescape Dalam Meningkatkan Hotel Image Dan Revisiting Intention Pada Hotel Bintang 5

“…Penelitian-penelitian sebelumnya menyebutkan bahwa hotel image dapat dipengaruhi oleh servicescape yang terdiri dari social servicescape dan physical servicescape (Durna et al, 2015;Aal & Abbas, 2016).…”

“…Penelitian ini mengacu pada penelitian sebelumnya yang dilakukan oleh Durna et al, (2015) serta Aal & Abbas (2016). Variabel yang digunakan serta pengukuran dalam penelitian ini diambil dan diadaptasi dari literatur penelitian terkait.…”

“…Variabel yang digunakan serta pengukuran dalam penelitian ini diambil dan diadaptasi dari literatur penelitian terkait. Variabel social servicescape terdiri dari 8 indikator dan diadopsi dari Aal & Abbas (2016), variabel physical servicescape terdiri dari 13 indikator dan diadopsi dari Aal & Abbas (2016), ariabel hotel image terdiri dari 4 indikator dan diadopsi dari Aal & Abbas (2016), dan variabel revisiting intention terdiri dari 4 indikator yang diadopsi dari Durna et al, (2015).…”