The impact of the servicescape on customer perceptions of service quality in the hotel industry

Abstract

Purpose – The purpose of this study is to investigate whether the servicescape of a hotel influences a customer’s perception of service quality within the hotel industry. Design/methodology/approach – A review of earlier studies on servicescape and service quality finds a relative lack of literature about how the two constructs are related. A set of hypotheses is generated, guiding the rest of this study. Findings – Data collected from a total of 121 participants suggests that there is a positive correlation between the servicescape and service quality dimensions. Study participants also perceive the human elements of service quality as the most important aspects of service delivery. Research limitations/implications – Although the study captured participant data such as ages, gender, and nationalities, the sample size did not allow a reliable assessment for differences across participant groups, or for the generalisation of findings for the entire population or entire tourism sector. Practical implications – This study offers a new insight on the importance of particular dimensions of service quality to hotel marketing managers. This understanding helps managers provide improved offerings to better satisfy customers. Originality/value – There exists a lack of literature about how the servicescape and service quality are related and whether the servicescape will influence customer perceptions of service quality.