2 a Study on the Impact of Servicescape on Consumer Behaviour in the Hotel Industry. a Case Study of Upscale Restaurants/Hotels in London, Uk

Topics: Research, Scientific method, Qualitative research Pages: 40 (11995 words) Published: July 7, 2012
Table of Contents
Declaration……………………………………………………………………………………………...3 Acknowledgement……………………………………………………………………………………...4 Table of Contents………………………………………………………………………………………5 Abstract…………………………………………………………………………………………………8 Chapter 1 – Introduction………………………………………………………………………9 1.1 Background of Research…………………………………………………………………………… 1.2 Scope of the Study………………………………………………………………………………… 1.3 Research Objectives………………………………………………………………………………… 1.4 Research Hypothesis………………………………………………………………………………… 1.5 Limitations of the Study…………………………………………………………………………… 1.6 Research Structure………………………………………………………………………………… Chapter 2 – Literature Review……………………………………………………………12 2.1 Introduction……………………………………………………………………………………… 2.2 Servicescape…………………………………………………………………………………………. 2.3 Significance of Servicescape in Upscale Restaurants……………………………………………….. 2.4 Servicescape in Diverse Service Settings…………………………………………………………… 2.5 Elements of a Servicescape…………………………………………………………………………. 2.5-1 Ambience……………………………………………………………………………………… 2.5-1a Temperature………………………………………………………………………………… 2.5-1b Music……………………………………………………………………………………… 2.5-1c Noise…………………………………….………………………………………………… 2.5-1d Aroma……………………………………………………………………………………… 2.5-1e Lighting……………………………………………………………………………………… 2.5-2 Facility Aesthetics………………………………………………………………………………… 6

2.5-2a Layout……………………………………………………………………………………… 2.5-2b Color……………………………………………………………………………………… 2.5-2c Social Factors………………………………………………………………………………… 2.5-2c(a) Employees……………………………………………………………………………… 2.5-2c(b) Customers……………………………………………………………………………… 2.5-3 Customer Behaviours……………………………………………………………………………… 2.5-4 Emotional and Behaviours Intentions of Customers…………………………………… 2.6 Conclusion……………………………………………………………………………………… Chapter 3 – Research Methodology……………………………………………………21 3.1 Research Approach………………………………………………………………………………… 3.2 Data Collection Methods…………………………………………………………………………… 3.3 Sampling Approach………………………………………………………………………………… 3.4 Data Analysis……………………………………………………………………………………… 3.5 Validity and Reliability……………………………………………………………………………… 3.6 Research Ethics…………………………………………………………………………………… 3.7 Limitations of Research…………………………………………………………………………… Chapter 4 – Data Analysis…………………………………………………………………27 4.1 Introduction………………………………………………………………………………………….. 4.2 Data Collection……………………………………………………………………………………… 4.3 Method of Analysis………………………………………………………………………………….. 4.3.1 Sample Demographics…………………………………………………………………………….. 4.3.2 Ambience Elements……………………………………………………………………………….. 4.3.3 Facility Aesthetics…………………………………………………………………………………. 4.3.4 Social Factors……………………………………………………………………………………… 4.3.5 Behavioural and Emotional Responses……………………………………………………………. 4.4 Key Findings………………………………………………………………………………………… 7

Chapter 5 – Conclusion and Recommendations…………………………………………39 5.1 Introduction…………………………………………………………………………………………. 5.2 Conclusions………………………………………………………………………………………...... 5.3 Recommendations for Managers/Restaurant Owners……………………………………………… 5.4 Scope for Further Research…………………………………………………………………………. References……………………………………………………………………………………………42 Appendix……………………………………………………………………………………………..46 8

Abstract
Customer behaviour and customer satisfaction are human aspects that are dependent on a number of determinants. These determinants can be in the form of physical, emotional, mental, and visual dimensions that can have an effect on the factors that can arouse the behavioural sense or sense of satisfaction. In this study the physical environment that causes an effect on the customer’s behavioural and emotional aspect or intention is studied extensively. The basis of this study is to determine the impact caused by different physical attributes and establish a relationship with the behavioural changes that undergo after the exposure to these physical stimuli. For the purpose of this research, upscale restaurants in London are selected and physical stimuli in the form of servicescape elements are tested to determine the behavioural changes in the customer....
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