A Research on Determining the Relationship Between Servicescapes Perceptions and Satisfaction Levels of Consumers in Hotels Businesses

Abstract

Servicescapes are an important factor to create customer satisfaction by managing consumer expectations and perceptions. One of the main goals of the hotel businesses is to provide consumer satisfaction. One way to achieve this is to optimize servicescapes. From this point of view, the purpose of the research is to determine the relationship between servicescapes perceptions and satisfaction levels of consumer in hotel businesses. For this purpose, a survey was conducted to 368 domestic tourists staying in three and more star hotel businesses within the boundaries of Çanakkale province. According to the research results, the perception level of servicescapes of consumers staying in the hotel business is high. In addition, in-hotel variables, in-hotel place variables and variables related to hotel employees affects positively to hotel consumer satisfaction. On the other hand, out-of-hotel variables and hotel registration variables do not have a statistically significant effect on consumer satisfaction.