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Journals / Journal of Tourism Leisure and Hospitality / 2021 / Cilt: 3 - Sayı: 1

The Effect of Servicescape on Revisit Intention in Restaurants: The Mediating Effect of Brand Familiarity

Seray GÜLERTEKİN
Volkan GENÇ
Pages
18–25
Publication Date
2021-06-23
DOI
—
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The study extends the Gestalt Theory as also major considerations.

📌 3 Key Takeaways

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Objective & Hypothesis:The purpose of this study is to examine the multidimensional structure of servicescape (substantive and communicative) in restaurants to understand the effect of brand familiarity on customer revisit intention.
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Key Findings & Data:Data were collected from 672 visitors using the convenience sampling technique.
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Conclusion & Impact:The study extends the Gestalt Theory as also major considerations.
🔬Design:Research Article
📍Scope:Comprehensive Sample
⚙️Variables:Substantive staging of servicescape · Communicative staging of servicescape · Brand Familiar

Abstract

The purpose of this study is to examine the multidimensional structure of servicescape (substantive and communicative) in restaurants to understand the effect of brand familiarity on customer revisit intention. The data were collected from the branches of a restaurant in Istanbul. Quantitative research methods were used in this study. Data were collected from 672 visitors using the convenience sampling technique. Data were analyzed by Bootstrap technique using SPSS Process Macro. The findings show that both the substantive and communicative servicescape does not affect the restaurant customers’ brand familiarity; however, brand familiarity has been found to have an mediating role in revisit intention. Also, substantive and communicative servicescape affect the revisit intention. The study extends the Gestalt Theory as also major considerations.

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Cite This Article

GÜLERTEKİN, S., GENÇ, V. (2021). The Effect of Servicescape on Revisit Intention in Restaurants: The Mediating Effect of Brand Familiarity. Journal of Tourism Leisure and Hospitality, Cilt: 3 - Sayı: 1, 18–25. https://ajindex.com/articles/781878

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