Bank Hospitality and Servicescape Evaluation by Bank Customers and Their Effects on Satisfaction

This research thesis investigates the effects of hospitality behavior of bank personnel on customer satisfaction in the case of banks operating in Turkey. The moderating role of servicescape on the effects of bank hospitality on customer satisfaction is also investigated. A total of 150 bank customers from different cities of Turkey were surveyed through a semi-structured questionnaire instrument with this respect. Results reveal that Turkish citizens are moderately satisfied with the hospitality behaviour of bank personnel and servicescape environment in the banks of Turkey. Regression analyses confirm the hypothesis that bank hospitality exerts positively have significant effect on customer satisfaction; however, the hypothesis “servicescape in the banks moderates interaction between bank hospitality and customer satisfaction” cannot be confirmed. Therefore, this study suggests that banks in Turkey need to rely on the training programs to improve their hospitality behaviour at further levels and invest more on servicescape in their banks. Keywords: Hospitality; Servicescape; Customer Satisfaction; Moderating Role; Turkey.