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A Study of the Effects of Factors in the Physical Environment of Hotels on Customers’ Perceptions of Service Quality and Loyalty
Wed 08 Jan 2014
Service quality can be considered to be the customers’ judgment about an entity’s overall excellence and superiority of service (Clow, Kurtz, Ozment, & Ong, 1997; Zeithaml, 1988). The most important aspects of service quality are tangible and intangible. Tangible aspects that may include building design and décor, ambient conditions, and equipment are considered to have a direct influence on the customer’s perception of service quality. Empirical studies (Wakefield & Blodgett, 1996; Wener, 1985) have been conducted to confirm the effect of ambient conditions, facility aesthetics, and cleanliness on customer perceptions of service quality In a study of leisure activities of customers at professional baseball games, football games, and in casinos, facility aesthetics and cleanliness have been shown to have a positive impact on customers’ perceptions of quality (Wakefield & Blodgett, 1996, 1999). Bitner (1992) found that spatial layout and functionality are particularly salient in complex self-serve settings.