Seray GÜLERTEKİN, Volkan GENÇ

7628

The Effect of Servicescape on Revisit Intention in Restaurants: The Mediating Effect of Brand Familiarity

The Effect of Servicescape on Revisit Intention in Restaurants: The Mediating Effect of Brand Familiarity

The purpose of this study is to examine the multidimensional structure of servicescape (substantive and communicative) in restaurants to understand the effect of brand familiarity on customer revisit intention. The data were collected from the branches of a restaurant in Istanbul. Quantitative research methods were used in this study. Data were collected from 672 visitors using the convenience sampling technique. Data were analyzed by Bootstrap technique using SPSS Process Macro. The findings show that both the substantive and communicative servicescape does not affect the restaurant customers’ brand familiarity; however, brand familiarity has been found to have an mediating role in revisit intention. Also, substantive and communicative servicescape affect the revisit intention. The study extends the Gestalt Theory as also major considerations.
Keywords:

Substantive staging of servicescape, Communicative staging of servicescape, Brand Familiar Revisit Intention, Gestalt Theory,

PDF

___

  • Bagozzi, R. P. (1975). Marketing as Exchange, J. Mark., 39(4), 32-39.
  • Baker, J. (1987). The Role of Environment in Marketing Services: The Consumer Perspective, in Cepeil, J., Congram, C. and Shanahan, J. (Eds), The Services Challenge: Integrating for Competitive Advantage, American Marketing Association, Chicago, IL, pp. 79-84.
  • Bitner, M.J., 1992. Servicescape: The Impact of Physical Surroundings on Customersand Employees, J. Mark., 56(2), 57-71.
  • Booms, B. H. & Bitner, M. J. (1981). Marketing Strategies and Organizational Structures for Service Firms, in Donnelly, J. H. and George, W. R. (Eds), Marketing of Services, American Marketing Association, Chicago, IL, pp. 47-51.
  • Chang, K. C. (2016). Effect of Servicescape on Customer Behavioral Intentions: Moderating Roles of Service Climate and Employee Engagement, International Journal of Hospitality Management, 53, 116-128.
  • Cokluk, O., Sekercioglu, G. & Buyukozturk, S. (2012). Sosyal Bilimler için Çok Değişkenli İstatistik SPSS ve LISREL Uygulamaları, Pegem Akademi, Ankara.
  • Dedeoglu, B. B., Bilgihan, A., Ye, B. H., Buonincontri, P. & Okumus, F. (2018). The Impact of Servicescape on Hedonic Value and Behavioral Intentions: The Importance of Previous Experience, International Journal of Hospitality Management, 72(December 2017), 10-20.
  • Dedeoglu, B. B., Kucukergin, K. G. & Balikcioglu, S. (2015). Understanding the Relationships of Servicescape, Value, Image, Pleasure, and Behavioral Intentions Among Hotel Customers, Journal of Travel and Tourism Marketing, 32(1), S42-S61.
  • Dong, P. & Siu, N. Y. M. (2013). Servicescape Elements, Customer Predispositions and Service Experience: The Case of Theme Park Visitors, Tourism Management, 36 (June), 541-551.
  • Durna, U. Dedeoglu, B. B. & Balikcioglu, S. (2015). The Role of Servicescape and Image Perceptions of Customers on Behavioral Intentions in the Hotel Industry, International Journal of Contemporary Hospitality Management, 27 (7), 1728-1748.
  • Ellen, T. & Zhang, R. (2014). Measuring the Effect of Company Restaurant Servicescape on Patrons’ Emotional States and Behavioral Intentions, Journal of Foodservice Business Research, 17 (2), 85-102.
  • Fornell, C. & Larcker, D. F. (1981). Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics, Journal of Marketing Research, 18 (3), 382-388.
  • Genc, V. & Akoglan Kozak, M. (2020). Emotional and Social Competence in the Aestheticization of Labor in the Restaurant Industry, International Journal of Contemporary Hospitality Management, 32 (3), 1201-1225.
  • Genç, V. (2018). Duygusal ve Sosyal Yetkinliklerin Estetik Emek Üzerine Etkisi: Bir Restoran Zinciri Örneği, Yayınlanmamış Doktora Tezi, Anadolu Üniversitesi, Sosyal Bilimler Enstitüsü, Eskişehir.
  • Gwinner, K., Gremler, D. & Bitner, M. J. (1998). Relational Benefits in Services Industries: the Customer’s Perspective, Journal of the Academy of Marketing Science, 26 (2), 101-114. Han, H. & Ryu, K. (2009). The Roles of the Physical Environment, Price Perception, and Customer Satisfaction in Determining Customer Loyalty in the Restaurant Industry, Journal of Hospitality & Tourism Research, 33, 487-510.
  • Hanks, L. & Line, N. D. (2018). The Restaurant Social Servicescape: Establishing a Nomological Framework. International Journal of Hospitality Management, 74(July 2017), 13–21. https://doi.org/10.1016/j.ijhm.2018.01.022
  • Hanks, L., Line, N. & Kim, W. G. (Woody). (2017). The Impact of the Social Servicescape, Density, and Restaurant Type on Perceptions of Interpersonal Service Quality, International Journal of Hospitality Management, 61, 35-44.
  • Harris, L. C. & Ezeh, C. (2008). Servicescape and Loyalty Intentions: An Empirical Investigation, European Journal of Marketing, 42 (3-4), 390-422.
  • Hayes, A. F. (2018). Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach,Guilford Publications.
  • Jang, Y., Ro, H. & Kim, T. H. (2015). Social Servicescape: The Impact of Social Factors on Restaurant Image and Behavioral Intentions. International Journal of Hospitality and Tourism Administration, 16 (3), 290-309.
  • Kent, R. J. & Allen, C. T. (1994). Competitive Interference Effects in Consumer Memory for Advertising: The Role of Brand Familiarity, J. Mark. 58, 97-105.
  • Kim, W. G. & Moon, Y. J. (2009). Customers’ Cognitive, Emotional, and Actionable Response to the Servicescape: A Test of the Moderating Effect of the Restaurant Type, International Journal of Hospitality Management, 28 (1), 144-156.
  • Kotler, P. (1973). Atmospherics as a Marketing Tool, Journal of Retailing, 49 (4), 48-64.
  • Lin, I. Y. & Mattila, A. S. (2010). Restaurant Servicescape, Service Encounter, and Perceived Congruency on Customers’ Emotions and Satisfaction, Journal of Hospitality Marketing and Management, 19 (8), 819-841.
  • Lin, Y. C. (2013). Evaluation of Co‐Branded Hotels in the Taiwanese Market: The Role of Brand Familiarity and Brand Fit, International Journal of Contemporary Hospitality Management, 25 (3), 346-364.
  • Line, N. D. & Hanks, L. (2019). The Social Servicescape: A Multidimensional Operationalization, Journal of Hospitality & Tourism Research, 43 (2), 167-187.
  • Line, N., Hanks, L. & Kim, W. G. (2018). An Expanded Servicescape Framework as the Driver of Place Attachment and Word of Mouth, Journal of Hospitality & Tourism Research, 42, 476-499.
  • Lockwood, A. & Pyun, K. (2019). How do Customers Respond to the Hotel Servicescape?, International Journal of Hospitality Management, 82 (November 2018), 231-241.
  • Machleit, K. A. & Wilson, R. D. (1988). Emotional Feelings and Attitude Toward the Advertisement: The Roles of Brand Familiarity and Repetition, J. Advert, 17 (3), 27-35.
  • Mehrabian, A. & Russell, (1974). An Approach to Environmental Psychology, Cambridge, MA: MIT Press.
  • Meng, B. & Choi, K. (2017). Theme Restaurants’ Servicescape in Developing Quality of Life: The Moderating Effect of Perceived Authenticity, International Journal of Hospitality Management, 65, 89-99.
  • Meng, B. & Choi, K. (2018). An Investigation on Customer Revisit Intention to Theme Restaurants: The Role of Servicescape and Authentic Perception, International Journal of Contemporary Hospitality Management, 30 (3), 1646-1662.
  • Meydan, C. H. & Sesen, H. (2011). Yapısal Eşitlik Modellemesi AMOS Uygulamaları, Detay Yayıncılık, Ankara.
  • Mitchell, A. A. & Dacin, P. A. (1996). The Assessment of Alternative Measures of Consumer Expertise, J. Consum. Res., 23, 219-239.
  • Park, J. Y., Back, R. M., Bufquin, D. & Shapoval, V. (2019). Servicescape, Positive Affect, Satisfaction and Behavioral Intentions: The Moderating Role of Familiarity, International Journal of Hospitality Management, 78 (June 2018), 102-111.
  • Pizam, A. & Tasci, A. D. A. (2019). Experienscape: Expanding the Concept of Servicescape with a Multi-Stakeholder and Multi-Disciplinary Approach (invited paper for ‘luminaries’ special issue of International Journal of Hospitality Management), International Journal of Hospitality Management, 76 (June 2018), 25-37.
  • Podsakoff, P. & Organ, D. (1986). Reports in Organizational Research: Problems and Prospects, Journal of Management, 12, 531-544.
  • Ryu, K. & Jang, S. S. (2008). The Influence of the Physical Environment on Customer Emotions and Behavioral Intentions: The Application of Modified Mehrabian-Russell Model, The Service Industries Journal, 28 (8), 1151-1165.
  • Tabachnick, G. B. & Fidel, S. L. (2013). Using Multivariate Statistics, Pearson, Boston, USA.
  • Taheri, B., Olya, H., Ali, F. & Gannon, M. J. (2020). Understanding the Influence of Airport Servicescape on Traveler Dissatisfaction and Misbehavior, Journal of Travel Research, 59 (6), 1008-1028.
  • Tam, J. L. M. (2008). Brand Familiarity: Its Effects on Satisfaction Evaluations, J. Serv. Market., 22 (1), 3-12.
  • Turker, N., Gokkaya S. & Acar, A. (2019). Measuring the Effect of Restaurant Servicescapes on Customer Loyalty, Turizm Akademik Dergisi, 6 (2), 255-270.
  • Wang, C. Y. & Mattila, A. S. (2015). The Impact of Servicescape Cues on Consumer Pre- purchase Authenticity Assessment and Patronage Intentions to Ethnic Restaurants, J. Hosp. Tour. Res., 39 (3), 346-372.
  • Wertheimer, M. (1938). Gestalt Theory. In W. D. Ellis (Ed.), A Source Book of Gestalt Psychology (pp. 1-11). Kegan Paul, Trench: Trubner & Company.
Journal of Tourism Leisure and Hospitality-Cover
  • Başlangıç: 2019
  • Yayıncı: Anadolu Üniversitesi
Arşiv
Sayıdaki Diğer Makaleler

2nd Conference on Managing Tourism Across Continents (1 - 3 April 2021)

Seda SÖKMEN

The Effect of Servicescape on Revisit Intention in Restaurants: The Mediating Effect of Brand Familiarity

Seray GÜLERTEKİN, Volkan GENÇ

Projected Image of Turkey in Travel Blogs

Adil BİCAL, Mesude Canan OZTURK