Influence Of Servicescape On Customer Satisfaction In Restaurants Within Classified Hotels In Nairobi County, Kenya

ABSTRACT 

The term „servicescapes‟ refers to several dimensions of the physical environment and is believed to have a strong impact on customers‟ satisfaction (Bitner, 1992). It comprises of different elements such as; Ambient Conditions (colour, lighting, music); Spatial layout and functionality (layout, equipment, furnishing); Signs, symbols and artefacts as well as cleanliness. Hospitality industry has grown and more customers increasingly expect a more entertaining environment to enhance the dining experience, and therefore, restaurateurs should make efforts to meet this desire with innovative and exiting designs. Most studies on servicescape have tended to focus on single elements such as music, colour and lighting. To date there is little about the entire mix of the aspects of servicescape dimensions. In addition majority of the studies done on servicescape come from North America and a few from Europe. Studies that have been done in restaurants here in Kenya have failed to capture this important area. Arising from this gap, the purpose of this study was therefore to assess the influence of servicescapes on customer satisfaction in restaurants within classified hotels in Nairobi County, Kenya. The study adopted a descriptive survey design. The target population was all the 25 restaurants within the classified hotels. Sampling frame was drawn from customers who dine in these restaurants as well the restaurant managers. The sample size consisted of 384 customers and 22 restaurant managers, systematic sampling procedure was used to select the sampled customers while purposive sampling was used to select the managers. The researcher employed structured questionnaires, interview guides and observation checklists to collect data and the response was 83%. Descriptive statistics employing frequencies, percentages and means was used to establish the demographic characteristics and perceptions of customers on the various servicescape dimensions. Pearson‟s moment correlation was used to assess the relationship between dependent and independent variables while simple linear regression analysis was used to test the hypotheses and the moderating effect of the demographics. Multiple regression analysis was also used to identify the best predictor variable for customer satisfaction. Findings revealed that customers were happy and satisfied with the ambient conditions; spatial layout and functionality; signs, symbols and artefacts as well as cleanliness in the restaurants. Pearson moment correlation tests revealed that there was statistically significant relationships between ambient conditions; spatial layout and functionality; signs, symbols and artefacts as well as cleanliness and customer satisfaction (p value = 0.001). Results too revealed that the best predictor variable for customer satisfaction were the signs, symbols and artefacts, while gender was found to moderate the relationship between cleanliness and customer satisfaction. The study recommends that restaurant managers take the issue of servicescape seriously as it proved to be a key indicator for customer satisfaction.