The effect of servicescape perception on customer satisfaction and loyalty in hospitality businesses

In the present day, rapidly changing consumer behaviors increase the competition among hospitality businesses operating in the tourism sector day by day. In an intensely competitive environment, businesses are looking for new ways to increase their marketing share, meet increasing customer demands and gain new customers. Understanding the servicescape perceived by the customers enables the new customers to prefer the business by differentiating them from the other businesses providing the same service, as well as increasing the market share and competitive advantage. In this study, the effect of perceived servicescape on overall satisfaction and customer loyalty in 5-star hospitality businesses is examined. In addition, it is investigated whether the perceived servicescape of Turkish and British customers staying in hospitality businesses are different. In the study, five different scales are used. Ambient conditions scale, Layout-Decor scale, and Signs scale which constitute servicescape perception measurement tools are developed. In addition, the overall satisfaction scale is developed and the customer loyalty scale is adapted. In the research, the questionnaire technique is used. The research is conducted on customers who have stayed in 5-star hospitality businesses. The questionnaire is prepared in two different languages, Turkish and English. Data is collected by stratified random sampling method. The collected research data is analyzed using IBM SPSS Statistics 23 program and Smart PLS 3.3 program. Normality, validity and reliability, T-test, ANOVA, EFA, CFA, correlation, and regression analyzes are performed on the data. According to the research results, the perceived servicescape has positive and significant effects on the overall satisfaction and customer loyalty. The perceived servicescape doesn't differ according to the nationalities of the participants. KEY WORDS: Customer loyalty, Overall satisfaction, Service marketing, Service, Servicescape perception, Servicescape.