Measuring the Effect of Restaurant Servicescapes on Customer Loyalty

This paper aims to examine the perceptions of customers towards restaurant servicescapes and to find out the influential role of restaurant servicescapes in customer loyalty. Therefore, a survey was conducted at three restaurants in the context of servicescapes in Safranbolu, Turkey. Respondents were interviewed at the end of their meal and asked to complete a scoresheet that consisted of 35 servicescape factors. Using data collected from 327 guests, it was found that the guests’ perception of the restaurant servicescape influences their loyalty. Results indicate that both direct/indirect external servicescape influences and physical environment: external presentation had the highest scores that positively affect the loyalty of customers.