eprintid: 471
rev_number: 12
eprint_status: archive
userid: 64
dir: disk0/00/00/04/71
datestamp: 2021-07-17 12:59:12
lastmod: 2021-07-17 12:59:12
status_changed: 2021-07-17 12:59:12
type: thesis
metadata_visibility: show
creators_name: Olabode, Olubunmi Arinola
corp_creators: Catherine Rossiter
title: The Impact of Servicescapes on Customer Satisfaction: A Study on African Service-Based Small and Medium-Sized Enterprises (SMES) in Ireland.
ispublished: submitted
subjects: H1
subjects: HM
divisions: MscIBM
full_text_status: public
keywords: Customer Satisfaction, Servicescapes,  African Service Based Small and Medium Sized Enterprises (SMES) IN Ireland.
abstract: The objective of this study was to investigate the impact of servicescape (the physical 
environment of a business) on customer satisfaction amongst African service-based 
SMEs. Servicescape is an essential part of a business as it accentuates the experiences a 
customer has while receiving a service, this further leads to satisfaction or dissatisfaction. 
As such, the servicescape need to be properly constructed taking into cognisance the 
physical dimensions (lighting, spatial, ambient, scent, music etc), the social dimensions 
(crowd control) and the natural dimensions (supporting relaxation). This study also 
considered the impact of the COVID-19 pandemic which revised servicescapes to adhere 
to government regulations on social distancing. The study adopted the qualitative research 
methodology which uses non-numerical forms of data and analysis. Data was collected 
through the conduct of interviews with five (5) owners of African service-based SMEs 
and five (5) customers of these SMEs. Data was analysed using the thematic format, 
themes where was based on the research objectives. The study discovered that the use of 
the several dimensions of servicescape (physical, social and natural dimensions) by 
African service based SMEs resonated positively with customers thus keeping them 
satisfied and loyal to the business, furthermore the revised servicescapes due to the 
COVID-19 pandemic had both positive and negative effects on customer satisfaction, for 
some customers the revised servicescape enhanced their trust and loyalty to business as 
they had a feeling that the business owner was mindful of their health and safety, while 
to other customers the revised servicescape reduced the level of social interaction thus 
reducing the satisfaction gained whenever they visited such SMEs. The study 
recommends that considerations should be given to physical, social, and natural 
dimensions when constructing a servicescape. In addition, business owners should
consider gender of their target market, when implementing servicescapes as what 
constitutes customer satisfaction and experience differs across gender lines. In addition, 
business owners should consider cushioning the effect of the strict Covid-19 guidelines 
on customers.
date: 2020-08-28
date_type: submitted
institution: Griffith College
department: Graduate Business School: MSc in International Business Management
thesis_type: masters
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citation:   Olabode, Olubunmi Arinola  (2020) The Impact of Servicescapes on Customer Satisfaction: A Study on African Service-Based Small and Medium-Sized Enterprises (SMES) in Ireland.  Masters thesis, Griffith College.   
document_url: http://go.griffith.ie/471/1/OLUBUNMI%20ARINOLA%20OLABODE.pdf
document_url: http://go.griffith.ie/471/2/OLUBUNMI%20ARINOLA%20OLABODE.txt