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    The role of servicescape and image perceptions of customers on behavioral intentions in the hotel industry
    (Emerald Group Publishing Ltd, 2015) Durna, Ufuk; Dedeoglu, Bekir Bora; Balikcioglu, Sevgi
    Purpose - The purpose of this study is to examine the relationships between servicescape components, image and behavioral intentions within the framework of hotel businesses. Design/methodology/approach - Relationships between specified variables were tested with structural equation modeling (SEM) using a sample of 410 hotel customers. Findings - It was found that servicescape components had a positive effect on overall image, and overall image had the same effect on word-of-mouth (WOM) and re-visiting. It was also determined that overall image played a mediating role between servicescape and behavioral intention components. Overall, image played a partial mediating role between substantive staging of servicescape (SSoS) and WOM and a full mediating role among the other variables. Practical implications - For a business to maintain a positive image perception, servicescape components must be positively perceived, as well. Therefore, managers who intend to present a positive business image should design servicescape components according to current trends or the fashion expectations of target consumers. This would by default increase the attractiveness of the business. Moreover, businesses can create unique concepts by designing and developing new servicescape components. This step can be beneficial, especially for hotel businesses wishing to establish a specific brand. In this regard, it is recommended that businesses employ an expert who can track and organize servicescape developments. Originality/value - Although it has been found that there are specific relationships between servicescape, image and behavioral intentions, there has been a deficiency of empirical studies carried out within hotel industries. Furthermore, while SSoS has been investigated in the literature, communicative staging of servicescape (CSoS) has been neglected. In this regard, investigating the aforementioned relationships within the framework of the hotel industry contributes to the literature. Furthermore, in this study, an attempt has been made to stress the importance of servicescape, which is found to be essential for positive business image perception.
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    The Role of Tourists & Value Perceptions in Behavioral Intentions: The Moderating Effect of Gender
    (Routledge Journals, Taylor & Francis Ltd, 2016) Dedeoglu, Bekir Bora; Balikcioglu, Sevgi; Kucukergin, Kemal Gurkan
    In this study, the effect of tourists & perception of value on behavioral intentions, as well as the moderating effect of gender on the relationship between value perceptions and behavioral intentions was examined. A multidimensional value structure was used to investigate not only the functional components of value perceptions but also the hedonic value components, such as social value and emotional value. According to the findings, the most effective value dimension of revisit intentions of tourists is emotional value, whereas the most effective dimension of their recommendation intentions is social value. Moreover, it was found that the effect of behavioral price value perceptions on revisit intention was more of a determinant for males, whereas the effect of quality value perceptions on revisit intention was more of a determinant for females.
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    UNDERSTANDING THE RELATIONSHIPS OF SERVICESCAPE, VALUE, IMAGE, PLEASURE, AND BEHAVIORAL INTENTIONS AMONG HOTEL CUSTOMERS
    (Routledge Journals, Taylor & Francis Ltd, 2015) Dedeoglu, Bekir Bora; Kucukergin, Kemal Gurkan; Balikcioglu, Sevgi
    The main objective of this study is to emphasize the importance of servicescape elements for business organizations, and to examine their effect on customers' perception of value, image, and pleasure. Bearing in mind the amount of time that customers in hotel businesses spend with servicescape elements and that the effect of these elements influence their perception, it is worth noting that there are few studies in this field and this study aims to contribute to the literature and aid practitioners. A total of 366 cases from a survey were used to assess overall fit of the proposed model and to test hypotheses using structural equation modeling. The findings indicated that servicescape perceptions of tourists have a positive and significant effect on value, image, and pleasure, whereas the effect of image on pleasure and the effect of value perceptions on behavioral intentions were found to be insignificant.