A Pilot Study on Comparative Assessment of Services Cape Dimensions of Restaurant Chains across Planned and Unplanned Retail Sites in Kolhapur City.

Abstract

The service industry has increasingly shifted from a product-focused approach to an experience-oriented approach, where the physical environment plays a significant role in influencing customer evaluations and behavioural responses. In the restaurant sector, servicescape elements such as ambience, accessibility, layout, cleanliness, visual appeal, and service environment contribute significantly towards customer satisfaction and overall dining experience. The present pilot study aims to develop and validate a measurement framework for assessing servicescape dimensions of restaurant chains operating in planned and unplanned retail sites in Kolhapur City. Study is based on Bitner’s Servicescape Model and examines various dimensions including location and accessibility, site atmosphere, product and service offerings, customer service, visual merchandising, customer satisfaction, customer perception, and customer behaviour. A structured questionnaire based on a five-point Likert scale was developed and administered among restaurant consumers and restaurant owners.  pilot study consisted of 134 respondents, including 83 consumers and 51 restaurant owners. Reliability analysis was performed using Cronbach’s Alpha to evaluate the internal consistency of the measurement constructs.

 Findings of the pilot study indicate that all identified constructs achieved acceptable reliability levels with Cronbach’s Alpha values exceeding the recommended threshold of 0.70. The results confirm that the developed research instrument possesses adequate reliability and is suitable for conducting the final empirical investigation. The pilot study provides preliminary evidence regarding the relevance of servicescape dimensions in understanding differences between restaurant chains located in planned and unplanned retail environments