Abstract
The purpose of this study is to examine the multidimensional structure of servicescape (substantive and communicative) in restaurants to understand the effect of brand familiarity on customer revisit intention. The data were collected from the branches of a restaurant in Istanbul. Quantitative research methods were used in this study. Data were collected from 672 visitors using the convenience sampling technique. Data were analyzed by Bootstrap technique using SPSS Process Macro. The findings show that both the substantive and communicative servicescape does not affect the restaurant customers’ brand familiarity; however, brand familiarity has been found to have an mediating role in revisit intention. Also, substantive and communicative servicescape affect the revisit intention. The study extends the Gestalt Theory as also major considerations.
Highlights
In restaurants, customers prefer restaurants to gain experience rather than meet their eating needs
Brand familiarity is adapted from Lin (2013)’s study and 3 items; the revisit intention scale was adapted from Meng and Choi (2018)’s study and contained 3 items
This study aims to examine the relationship between servicescape, brand familiarity, and revisit intention in restaurants
Summary
Customers prefer restaurants to gain experience rather than meet their eating needs. Customer satisfaction consists of a harmony that includes the food’s quality, employee behavior and attitude, and the environment (Genc, 2018) In this industry, more research is needed to examine the effects of servicescape on customers’ experiences. The concepts of servicescape and familiarity are important for restaurants (Park, Back, Bufquin & Shapoval, 2019), there is still a gap in our knowledge of this relationship Until today, studies such as restaurant type (Kim & Moon, 2009), pleasure (Lin & Mattila, 2010), emotional states (Ellen & Zhang, 2014), image (Jang, Ro & Kim, 2015), authenticity (Wang & Mattila, 2015), service climate (Chang, 2016), density (Hanks, Line & Kim, 2017), quality of life (Meng & Choi, 2017), restaurant attitude (Hanks & Line, 2018), loyalty (Turker, Gokkaya & Acar, 2019) in the servicescape field attract attention in restaurants. While physical servicescape and communicative servicescape research are becoming common, relatively few studies have simultaneously evaluated this phenomenon
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
