instructor: prof. dr. salih katircioglu submitted by: esmaeil khaksar shahmirzadi
TRANSCRIPT
Instructor: Prof. Dr. SALIH KATIRCIOGLU
Submitted by: Esmaeil Khaksar Shahmirzadi
The effect of hospitableness and servicescape onguest satisfaction in the hotel industry
Canadian Journal of Administrative Sciences(2013)
Ahmad Azmi M. Ariffin
Ehsaneh Nejad Nameghi
Noor Izyana Zakaria
Introduction
For hospitality firms, the hosting behaviour of the front line staff determines the competitive advantage.
Hosting behaviour- interpersonal relationship with the ultimate aim to create a memorable service experience
Commodification of good and service
Introduction
Hospitality is all about the style in which the service is delivered, servicescape is about the style of the physical environment
We are now living in the so called “experience economy” (Oh, Fiore, & Jeoung, 2007)
Employees are a part of service quality
Purpose of study
To investigate the influence of hotel hospitality on hotel guest
satisfaction along with the moderating effect of the hotel
servicescape on the relationship between hospitality and
satisfaction
Theories
Service marketing theory
Marketing mix theory
Background research
Hospitality and hosting behavior Five factor structure to explain the dimensionality of hospitality
specifically in the context of hotel services. Ariffin and Maghzi (2012)
a warm welcome
special relationship (e.g., accommodating guest requests)
sincerity
comfort
mixture of tangible and intangible elements
Guest Satisfaction
A pleasurable level of consumption-related fulfilment including levels of under- or over-fulfillment
To create satisfying and memorable hotel experiences,
Servicescape
Service environment where interaction between customers and employees takes place is termed servicescape, Dong and Siu (2012)
Figure 1. Elements of physical evidence
Model
Research Method
Structured questionnaire survey for data collection
The respondents consisted of foreign hotel guests who stayed at least two nights in Malaysian hotels located in the city of Kuala Lumpur for leisure within a five-month period
Judgment sampling technique was used
Research Method
Two graduates of fashion marketing were employed to facilitate the respondent selection process
Who dressed well would be able to assess the impact of servicescape on satisfaction in a more meaningful fashion
Research Method
The data were collected via central location , tourist attractions :main shopping malls in the Kuala Lumpur city centre at various times of the day.
The three main tourist attractions chosen (most popular among foreign tourists)
Each of these places has many cafés, bistros, and rest areas where the respondents could be conveniently approached.
Research Method
The targeted sample size for this study was 500. Boomsma (1983)
sample size of at least 200 respondents is required to perform modeling of moderate complexity
To test the hypotheses, hierarchical moderated regression was performed
Confirmatory factor analysis (CFA) using AMOS 5 was employed to assess the measurement model before testing the hypotheses
Star rating
Star rating was employed as the control variable in this study
to determine the actual effect of hospitality on satisfaction.
Asking the respondents to identify the rating of the hotel they
used in the survey from a 1 to 5 star
Results
Total of 550 questionnaires had been distributed. Of these,
403 questionnaires were found to be useful for further
analysis. (73% response rate)
Measurement Model, Reliability, and Validity Checks
The values of Cronbach’s alphas for the three variables :0.87
to 0.93.( highly reliable)
Measurement Model, Reliability, and Validity Checks
X2 (39) =120.599 with p<0.001; CFI = 0.94 GFI = 0.97; RMSEA= 0.06
χ2 : Chi –square is a classic goodness-of-fit measure to show overall model fit
Comparative fit index (CFI) evaluates “the fit of a user specified solution, ranges from 0 to 1, 0 for a poor fit to 1 for a good fit
Goodness of fit index (GFI) is a measure of fit between the hypothesized model and the observed covariance matrix
Measurement Model, Reliability, and Validity Checks
Root mean square error of approximation (RMSEA) about 0.05 or less would indicate a close fit of the model in relation to the degrees of freedom
results produced a significant Chi-square, other indices of goodness-of-fit. A “good model fit”
High convergent validity
Factor loading greater than 0.5. All items also have significant factor loading
Correlational Analysis
Hierarchical Moderated Regression Analysis
Post hoc calculations
Estimated power enable a researcher to estimate the likelihood that low power is to blame. null hypothesis
Using the software package G Power (Buchner, Faul, & Erdfelder,1992)
Effect sizes: small (f 2= .02), medium (f 2= .15), and large (f 2= .35) (Cohen, 1988).
Post hoc calculations
Large effect (0.592) for model one.
large effect size (0.633) for model two
large effect size (0.715) for model three
There was more than adequate power (i.e., power * 1) at the large effect size level for direct and interactional effect paths.
Discussion
Significant and strong positive relationship between the two variables
Providing attention to all aspects of service design including the physical environment and process elements.
customer satisfaction is very much related to feelings of pleasure and enjoyment (Oliver, 2010)
Implications
To hotel managers in their efforts to improve their hotels’
satisfaction index.
Apart from hospitable service, hotel management may do
well to give sufficient attention to the physical service
environment to ensure maximum customer satisfaction can
be achieved.
Limitations and Future Research
Sampling technique results should not be generalized to the larger population
it would be interesting to conduct a comparative study between local versus foreign hotel guests to examine the effects of servicescape and hospitality on overall guest satisfaction.
Limitations and Future Research
Improve by incorporating other important elements such as signage, parking, and landscaping
study in the other context of luxury restaurants as well as airline services could also prove interesting
Thank you so much