Andrew Lockwood and Kyunghee Pyun
This paper aims to describe the detailed process of development of a reliable scale to measure customer perceptions of the upscale hotel servicescape that could then be used as a…
Abstract
Purpose
This paper aims to describe the detailed process of development of a reliable scale to measure customer perceptions of the upscale hotel servicescape that could then be used as a basis for intra- and inter-hotel comparisons and to examine relationships with other variables, such as emotions, satisfaction and loyalty.
Design/methodology/approach
A review of the existing service and hospitality literature provided a range of dimensions and attributes of the hotel servicescape, which were used as the basis for a Q-sort technique to determine the content adequacy of newly developed and existing items. Testing the emergent items was carried out through a questionnaire that was distributed at five luxury upscale hotels in London providing 612 fully valid responses, which, using a split sample, were subjected to both exploratory and confirmatory factor analyses to explore the dimensionality and reliability of the instrument.
Findings
Although the Q-sort suggested four key dimensions, the outcome of the factor analyses revealed five dimensions with high reliability – aesthetic quality, functionality, atmosphere, spaciousness and physiological conditions. “Aesthetic quality” appeared to be the most important factor, followed by “functionality”, “atmosphere”, “spaciousness” and “physiological conditions”.
Research limitations/implications
As this study was conducted with customers of upscale luxury hotels in London, the resulting scales need to be further tested in other hotel segments and in other locations.
Practical implications
This study provides upscale hotel managers with an effective measurement tool, which will enable them to benchmark their operation and make improvements that could lead to a better impression and evaluation of their hotel. The scale has a variety of potential applications and can serve as a framework for further research in the hotel industry.
Originality/value
In spite of the wide interest in and importance of the servicescape in hotels, there are only a few studies dealing with this subject in the hotel context. This study provides a new tool for measuring customers’ perceptions.
Details
Keywords
Dohyun Ahn, Yunjae Cheong and Kihan Kim
This study examines a way to enhance the effectiveness of commercials embedded in the telecasts of megasporting events. We hypothesise that embedded commercials are more likeable…
Abstract
This study examines a way to enhance the effectiveness of commercials embedded in the telecasts of mega sporting events. We hypothesise that embedded commercials are more likeable when the cues of the commercials match the motivations induced by the telecasts of sports games. Specifically, we posit that the telecasts of mega-sporting events induce motives of relatedness (rather than motives of competence) and that the advertisements embedded in these telecasts will be more effective when they appeal to the relatedness motive. The results support this hypothesis. Theoretical and practical implications are discussed and future research directions are provided.