The Servicescape Model: Hypothesis

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2.3 The servicescape model: hypotheses In this section, the proposed eight servicescape factors will be discussed explicating the conceptual rational of each component. Moreover, the research hypotheses will be presented. 2.3.1 Music Studies on the element of music suggest that “music has become a major component of consumer marketing, both at the point of purchase and in advertising” (Brunner, 1990, p. 94). Retailing and foodservice literature reveals that the music played in a servicescape is capable of stimulating consumers emotions, mood states and also impacting on their purchasing behaviour (see Yalch and Spangenberg, 1990; Chebat et al., 1993; Areni and Kim, 1993; Dube et al., 1995; Harris and Ezeh, 2008). For instance,…show more content…
Consumers may initially patronise the facility because of their interest in the primary service offering, but may not return if they are not satisfied with the physical surroundings of the service setting. According to Bitner’s (1992) framework the positive responses to overall perceptions of servicescapes will result in approach behaviour (attraction, stay/explore, recommend, spend money and repeat patronage). Wong et al. (1999, p.54) state that “understanding the behaviours and conditions that foster repeat patronage is an important part of marketing endeavour”. Repeat and loyal customers became a very popular area in marketing research as studies discovered the immense benefits available to organisations through the retention of loyal customers (Zins, 2001). For instance, a study by Reichheld et al. (2000) reveals that a 5% shift in customer retention consistently results in 25% profit increase. While repatronage is obviously vital to the ongoing success of the hospitality provider, the length of time customers stay in the servicescape should also be a fundamental consideration for management, because in most hospitality servicescape settings, the longer consumers stay in the facility the more money they are likely to spend. In fact, research in retail shopping has found a positive relationship between time spent in the facility and money spent (O’Neill, 1992). Prior research suggests that consumers’ behavioural intentions towards the service provider, is in part a function of their satisfaction with the servicescape (Hui and Bateson, 1991; Wakefield and Blodgett, 1994). Based on Bitner’s (1992) framework and on previous service quality research (see Cronin and Taylor, 1994; Parasuraman et al., 1994), it is expected

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