- مبلغ: ۸۶,۰۰۰ تومان
- مبلغ: ۹۱,۰۰۰ تومان
The physical attributes of service settings significantly influence customers' emotional responses and are used as critical differentiators among service providers. Following changes in the airport industry, this study aims to investigate the relationship between physical servicescape elements, a travelers' enjoyment and/or anxiety, and traveler satisfaction in the airport environment context. Two separate studies were conducted. The findings confirmed the validity of the instrument proposed in the first study. Six airport servicescape factorsddesign, scent, functional organization, air/lighting conditions, seating, and cleanlinessdshould be considered when evaluating traveler response. An SEM test suggested that airport design features and pleasant scent have a positive influence on traveler enjoyment, generating satisfaction. On the other hand, poor functional organization and inadequate air and lighting conditions are major predictors of traveler anxiety, which leads to low satisfaction. This study also provides valuable implications for airport design, organization and development.
6. Discussion and conclusion
By combining previous research on servicescapes and airport design, this study confirms the significance of servicescape attributes in transit service settings. Unlike existing research, which observed the interaction between physical evidence and service quality in airport service settings, this study focused on the effect of physical environmental cues on passengers’ emotional responses at airports. Earlier research considered the airport servicescape using previously established servicescape dimensions (Fodness and Murray, 2007; Jeon and Kim, 2012). This study optimized the existing dimensions, recognizing that six specific attributes (design, scent, functional organization, air/lighting conditions, seating and cleanliness) are particularly important in the airport servicescape. Even though music has frequently been emphasized as a relevant servicescape attribute, our exploratory factor analysis suggested that music should not be considered in assessments of airport servicescapes. This finding is found to be consistent with previous research. Hightower and Shariat (2009) agreed that music is not a crucial attribute in all service industries, and various studies (Grewal et al., 2003; Kim and Moon, 2009; Lin, 2009; Mattila and Wirtz, 2001) argued that, while being a prominent ambient construct in restaurants, bars and retail outlets, background music and even noise is irrelevant in an airport servicescape. Through this and other observations, the present study identifies servicescape features that ought to be prioritized in airport assessments.