Relationship of servicescape and customer satisfaction in upscale restaurant of five star hotel / Roney Roger Sining

The physical environment may be an important determinant of customer
satisfaction and subsequent behavior when services are consumed primarily for hedonic
purposes and customers spend moderate to long periods of time in the physical
surroundings. An example of this phenomenon would be in an upscale restaurant setting.
This study explored the domain of the physical environment in an upscale restaurant
context to develop a servicescape scale. Relevant literature was reviewed on architecture,
environmental psychology, psychology, operations management, and marketing,
highlighting empirical and theoretical contributions. Conceptualization and
operationalization of the servicescape dimensions is presented, and the procedures used
in constructing and refining scale to assess servicescape in an upscale restaurant of five
star hotel.
Servicescape consists of the facility aesthetics, perceived quality, cleanliness and
layout accessibility. Evidence of the scale’s reliability has been shown on the next
chapter. The study attempted to build a conceptual model of how the servicescape
influenced customers’ satisfaction. Pearson correlation was used to test the relationships
among the hypothesized relationships. Results revealed that servicescape affected the
level of satisfaction of customers. Finally, implications for restaurateurs and researchers
were discussed.