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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