Investigating the influence of servicescape on customer loyalty at a fine - dining restaurants in Jaipur

Restaurant owners and indeed all the personnel need to create a pleasant servicescape and provide service quality excellence in all their encounters with their customers. Servicescape is the physical environment of a service business where service is delivered to paying or non-paying customers. Servicescape has a very strong effect on all consumption experiences where service is delivered. In India the service sector contributes nearly half of the GDP. Restaurant owners, managers and all the personnel need to be servicescape oriented in order to increase a restaurant’s performance and improve its sustainability prospects. Servicescape is thus the physical facility and services which are considered to enhance customer satisfaction and sustain business. The purpose of the present study was to establish the relationship between Servicescape and customer’s loyalty towards fine dine restaurants in Jaipur. A total of 436 subjects who visited fine dining restaurant of Jaipur, age from 21 to 60 years of age, were selected for the study. To measure the servicescape parameters, a scale established by Mehrabian and Russell (1974) was adopted. To find out the relation between servicescape and customers’ loyalty, the Pearson product minute correlation was used. To develop a model for customers’ loyalty, linear regression was employed. Results revealed that there was a strong relationship between servicescape and customer’s loyalty and this allowed a significant model for customer’s loyalty to be developed. Hence, it is concluded that the loyalty of the customers can be predicted by using the proposed model.