Relationship Between Servicescape, Customer Satisfaction and Revisit Intention: A Research at Resort Hotels

Abstract

The aim of this research, to reveal the relationship between servicescape, customer satisfaction and revisit intention. The research population consists of foreign tourists staying in five-star resort hotels in the Marmaris district of Muğla between July 1-August 30, 2019. In the study, data were collected from 310 foreign tourists. Mean, standard deviation, confirmatory factor analysis and reliability analysis were used in the analysis of the data obtained. However, the relationship between variables was analyzed by using the Structural Equation Modeling Technique (SEM). According to the results obtained from the research, it has been revealed that ambient conditions, layout and decor do not affect customer satisfaction, while signs and symbols affect customer satisfaction. The research also concludes that customer satisfaction has an impact on customers' revisit intentions.