10122607 陳俐君(the effects of atmospheric elements on customer impression the case of hotel...
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Transcript of 10122607 陳俐君(the effects of atmospheric elements on customer impression the case of hotel...
The effects of atmospheric elements on customer impression: The case of hotel lobbies
Presenter: Anne ChenInstructor: Dr. Pi-Ying Teresa HsuDate: April 8, 2013
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CitationCountryman, C., & Jang, S. (2006). The effects of atmospheric elements on customer impression: The case of hotel lobbies. International Journal of Contemporary Hospitality Management, 18(7), 534-545.
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Contents
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Introduction
Literature Review
Methodology
Result & Conclusion
Limitation
Reflection
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IntroductionIf the physical environment had an effect on human behavior, it would also influence the behavior of individuals in consumer settings such as retail stores.
(Kotler ,1973)
Introduction
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A hotel lobby could be considered one of the most important servicescape because of its impact in forming many of the first impressions by guests.
Purpose
To identify which elements of physical environment significantly influence a customer’s impression on hotel lobby
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Literature Review
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Literature Review
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The architectural style of a hotel did have an impact on the profitability and success of the hotel.
(Siguaw & Enz ,1999)
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Literature ReviewArchitectural design books argue that the layout is contingent on several factors including the size of the hotel, grade or standard, patterns of arrivals and departures, tour and convention bookings, length of stay, and seasonality.
(Lawson, 1976; Rutes &Penner, 1985)
Literature Review
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Color has the ability to attract customers and the ability to create pleasant feelings among customers.
(Bellizzi et al., 1983; Bellizzi & Hite, 1992)
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Literature ReviewAs for perceived image, soft incandescent lighting is usually associated with a higher quality environment, while bright fluorescent lighting is associated with a discount image.
(Baker et al., 1994; Sharma and Stafford, 2000)
Hypotheses
H1: Style has a significant impact on customers’ impression of the hotel lobby.
H2: Layout has a significant relationship to customers’ impression of the hotel lobby.
H3: Colors have a significant effect on customers’ impression of the hotel lobby.
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Hypotheses
H4: Lighting has a significant influence on customers’ impression of the hotel lobby.
H5: Furnishings have a significant association with customers’ impression of the hotel lobby.
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Methodology
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11 The researcher use 2 color photographs of hotel lobbies.The researcher use 2 color photographs of hotel lobbies.
22 The name of the specific hotel was not given.The name of the specific hotel was not given.
33 No identification was visible in the photographs to control for the influence of branding.No identification was visible in the photographs to control for the influence of branding.
A scenario approach
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Methodology
Different university faculty by convenience
sampleRandomly shown one of four hotel lobbies
105 responses102 valid
Online survey
Participants
Result
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Atmospheric elements and items Mean (scale:-3~+3) Standard deviation Reliability AlphaStyle 0.86Current 1.09 1.52Refined 1.26 1.10Artful 0.76 1.52Beautiful 1.01 1.30Impressive 0.90 1.40Layout 0.85Graceful 0.66 1.63Proportionate 0.70 1.67Accommodating 0.80 1.66Uncluttered 1.19 1.82Colors 0.95Beautiful 0.89 1.48Soothing 0.73 1.36Pleasant 0.95 1.41Lighting 0.95Appropriate 1.42 1.46Inviting 1.25 1.55Positive 1.33 1.50Furnishings 0.73Beautiful 0.73 1.48Comfortable 0.87 1.43High quality 1.12 1.33
Table I. Atmospheric elements and items
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Atmospheric elements and items Standardizedfactor loadings t-value
Averagevariance
extracted(AVE)(%)
Style 58.56Current 0.59 -Refined 0.79 5.99*Artful 0.69 5.50*Beautiful 0.91 6.47*Impressive 0.81 6.22*Layout 62.98Graceful 0.90 -Proportionate 0.84 10.93*Accommodating 0.85 11.33*Uncluttered 0.53 5.70*Colors 84.77Beautiful 0.90 -Soothing 0.89 14.13*Pleasant 0.97 17.45*Lighting 86.55Appropriate 0.90 -Inviting 0.96 16.88*Positive 0.93 15.36*Note:*p≦0.001The first path of each construct was set to 1, so no t – value was given to the first path
Table II. Measurement model results
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Atmospheric elements and items Standardizedfactor loadings t-value
Averagevariance
extracted(AVE)(%)
Furnishings 47.55Beautiful 0.75 -Comfortable 0.60 5.89*High quality 0.71 6.90*Overall lobby impression 87.49Good 0.94 -Beautiful 0.90 16.23*Inviting 0.97 21.97*Comfortable 0.93 18.92*Model fit statisticsX2
(194): 365.4(p=0.00)X2 /d.f.: 1.88Normed Fit Index(NFI): 0.891Tucker-Lewis Index(TLI or NNFI):
0.908
Comparative Fit Index(CFI): 0.923Root Mean Square Error of Approximation(RMSEA): 0.079
Note:*p≦0.001The first path of each construct was set to 1, so no t – value was given to the first path
Table II. Measurement model results
21Figure 1. A structural model for lobby impression
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Figure 1. A structural model for lobby impression
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Path Standardized parameter estimate(β) t-value
Style → Lobby impression(β11) 0.32 2.63*
Layout → Lobby impression(β12) 0.03 0.34
Colors → Lobby impression(β13) 0.39 3.49**
Lighting → Lobby impression(β14)
0.26 3.46**
R-Square 0.799
Model fit statistics
X2(142): 279.2(p=0.00)
X2/d.f.: 1.97
Normed Fit Index(NFI): 0.903
Tucker-Lewis Index(TLI or NNFI):
0.919
Comparative Fit Index(CFI): 0.933
Root Mean Square Error of Approximation(RMSEA): 0.079
Note:*p≦0.01,**p≦0.001
Table III. Structural model results
H1: Style has a significant impact on customers’ impression of the hotel lobby.
H2: Layout has a significant relationship to customers’ impression of the hotel lobby.
H3: Colors have a significant effect on customers’ impression of the hotel lobby.
H4: Lighting has a significant influence on customers’ impression of the hotel lobby.
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Hypotheses Supported or Unsupported
Conclusion
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Conclusion
The atmospheric elements for the style, colors, and lighting significantly influence lobby impression.
Colors appeared to be most influential, suggesting that hoteliers need to take special care in selecting the colors used in their facilities.
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Limitation
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LimitationThe study focused only on the hotel lobby, so the application of the results has to be confined to the hotel lobby.
This research primarily focused on businesshotels, which is one classification of hotel.
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Reflection
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ReflectionThe color is first impression for customers so that hotel practitioner need to careful the color.
Due to many researchers research familiar atmospheric elements in the past time, further research can focus on rare elements.
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Thank you for
listening.
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