SERVICE SURROUNDINGS AND MARKETING...
Transcript of SERVICE SURROUNDINGS AND MARKETING...
Contemporary Marketing Research Journal (CMRJ) Vol.6, No.3, 2019;
ISSN (5733 – 7154);
p –ISSN 4051 – 392X
Impact factor: 6.33
Contemporary Marketing Research Journal (CMRJ)
An official Publication of Centre For International Research Development (USA) Double Blind Peer and Editorial Review International Referred Journal; Globally index
Available www.cird.online/CMRJ: E-mail: [email protected]
pg. 1
SERVICE SURROUNDINGS AND MARKETING PERFORMANCE OF
TELECOMMUNICATION FIRMS IN PORT HARCOURT, NIGERIA
Eucharia Chinasa Atuo and Lekue Jekey Department of Marketing, University of Port Harcourt
Abstract: The study examines service surroundings and marketing performance of telecommunication firms in Port Harcourt,
Nigeria. An accessible population of 80 employees from the four telecommunication firms in Port Harcourt were used. A
percentage of 90% of the questionnaire was successfully retrieved, where 71 copies were successfully completed, retrieved and
collated ,using the spearman’s rank order correlation coefficient at a 0.05 level of significance with the use of statistical package
for social sciences. In conclusion, service surrounding can be considered as a significant predictor of outcomes related to
marketing performance. We therefore recommend that telecommunication firms in Port Harcourt should ensure that there is a
quality ambience condition in and outside the work environment.
Keywords: Service Surroundings, Ambience Quality, Spatial Layout, Signs and Symbols, Employee Appearance, Marketing
Performance
1.0 Introduction
Service surroundings is an important attributes of service
quality that can yield and create positive responses from
existing and potential customers. Ambience factors are
features that can cause unique attractions which may lead to
an unforgettable experience. Customers are usually impressed
by the tangibles they see and most vital elements of service
quality are tangible and intangible (Omar, Badaruddin and
Mastura, 2003). The physical aspects of the
telecommunication firms is a proper intersection with that of
banks and it helps them profitably. Attaining an outstanding
surroundings has attracted a large number of attention in the
telecommunication industry, as well as other industries, since
it is seen as one of major elements in satisfying customers
(Han & Ryu, 2009; Jang & Namkung, 2009; Liu & Jang,
2009; Ryu & Jang, 2007).Several studies have pointed out that
customer’s responses to the service surroundings is likely to
be more emotional than cognitive, especially when it involves
hedonic consumption (Ryu & Jang, 2007; Wake field &
Blodgett, 1994). Previous research in the area of
environmental psychology focuses on how the physical
atmosphere affects behavior in workplace, educational, and
penal institutional/correctional setting (Omar, 2003), previous
studies on physical surroundings have focused on several
service settings such as hotels (Countryman & Jang, 2006),
restaurants (Jang & Namkung, 2009; Han & Ryu, 2009),
Casinos (Hirsch, 1995; Wakefield & Blodgett, 1996), sports
stadiums (Wakefield & Blodgett, 1996) and events (Nelson,
2009). Although various studies exists on the area of physical
environment, but there has not been enough work done in
explaining the relationship between service surroundings and
marketing performance of telecommunication firms in Port
Harcourt, Nigeria. Secondly, there are sufficient literature on
the area of service quality, but there seem to be lacking an
empirical study addressing the relationship that exist between
service surroundings and marketing performance of
telecommunication firms in Port Harcourt, Nigeria..
Statement of the Problem
Every business are service oriented to some extent. Service
environment is a crucial aspect of service quality and it
promotes positive responses from existing and potential
customers of any service organization. Physical ambience of a
firm are features that can create unique attractions which
results to a memorable experience for the customers.
However, one of the greatest challenges facing the Nigerian
telecommunication industry presently is that they experience
Contemporary Marketing Research Journal (CMRJ) Vol.6, No.3, 2019;
ISSN (5733 – 7154);
p –ISSN 4051 – 392X
Impact factor: 6.33
Contemporary Marketing Research Journal (CMRJ)
An official Publication of Centre For International Research Development (USA) Double Blind Peer and Editorial Review International Referred Journal; Globally index
Available www.cird.online/CMRJ: E-mail: [email protected]
pg. 2
poor marketing performance which is as a result of customer
dissatisfaction of their services. Most telecommunication firms
are yet to properly implement and improve on their service
surroundings in that customers are kept to wait for so long
before attending to them, air ventilation and air conditioners
aer working effectively, the service providers are not friendly
and the signs and symbols are not properly spelt out and their
conveniences are properly taken care of. In most cases,
customers are met to pass through rigorous stages before
contacting their customer care line ,which has resulted to
customers being dissatisfied with their services.
It can be argued that service surroundings, if adequately
positioned and managed by the telecommunication employees
will enhance customer satisfaction and in turn improve their
marketing performance. This however calls for an empirical
investigation on the relationship between service surroundings
and marketing performance of telecommunication industry in
Port Harcourt, Nigeria.
Aim and Objectives of the Study
The aim of the study is to empirically investigates the
relationship between service surroundings and marketing
performance of telecommunication firms in Port Harcourt,
Nigeria. However, the specific objectives of the study are:
1) To examine the relationship between ambience
quality and marketing performance of telecommunication
firms in Port Harcourt Nigeria.
2) To examine the relationship between Spatial Layout
and functionality and marketing performance of
telecommunication firms in Port Harcourt Nigeria.
3) To examine the relationship between Signs and
Symbols and marketing performance of telecommunication
firms in Port Harcourt Nigeria.
4). To examine the relationship between employee
appearance and marketing performance of telecommunication
firms in Port Harcourt Nigeria.
Research Hypotheses
This study seeks to answer the following hypotheses:
H01: There is no significant relationship between
ambience quality and marketing performance of
telecommunication firms in Port Harcourt Nigeria.
H02: There is no significant relationship between spatial
layout and functionality and marketing performance of
telecommunication firms in Port Harcourt Nigeria
H03: There is no significant relationship between sign and
symbols and marketing performance of telecommunication
firms in Port Harcourt Nigeria
H04: There is no significant relationship between
employee appearance and marketing performance of
telecommunication firms in Port Harcourt Nigeria
2.0. REVIEW OF RELATED LITERATURE
2.1. Theoretical Framework
Social Cognitive Theory : Social Cognitive Theory which was
developed by Albert Bandura in 1986 states that learning takes
place in a social surroundings with a changing and mutual
interaction of the individual, environment and behavior.
Furthermore, Social cognitive theory looks at the particular
way in which people get and manage behavior and also
looking at the social environment where people perform this
behavior. The theory also looked at people’s past experiences
to know whether behavioral action will take place. In other
words, social cognitive theory states that behavioral changes is
as a result of individual personal sense of control
(Bandura,2001). It further states that people usually make their
choices and decisions in order to achieve or gain something
and also assimilate shapes around the decisions made (Alev et
al.,2017). For the purpose of our study, service surroundings
dimensions such as ambience quality, spatial layout and
functionality, signs and symbols , employee appearance act as
a cognitive drivers that helps individuals to get and manage
behavior in a social setting or while patronizing a firm.
Furthermore, when these drivers are satisfactory to the
customers, it creates repeat purchase and intention, which in
turn enhances profitability and loyalty
2.1.1. Conceptual Framework
2.2. Service Surroundings
Service surroundings could be seen as the atmosphere where
service takes place. It is also seen as the manner in which the
ambience are arranged to stimulate a purchase. Service
surroundings could also be a place where tangibles and
intangibles are assembled together so as to appeal to a
customer. According to Namasivyam (2008), service
organizations should endeavor to manipulate their service
surroundings in a way that it can enhance and bring about
patronage and increase repeat purchase. Bitner (1992),
developed the concept called ‘servicescape’ that helps in
evaluating the effect of service surroundings on the behavior
of customer in the service industry. Wakefield and Blodgett
(1999), posits that service atmosphere can directly influence
Contemporary Marketing Research Journal (CMRJ) Vol.6, No.3, 2019;
ISSN (5733 – 7154);
p –ISSN 4051 – 392X
Impact factor: 6.33
Contemporary Marketing Research Journal (CMRJ)
An official Publication of Centre For International Research Development (USA) Double Blind Peer and Editorial Review International Referred Journal; Globally index
Available www.cird.online/CMRJ: E-mail: [email protected]
pg. 3
consumers responses and perception towards a firm and its
products or land services. In other words, environmental
settings of an organization and its components are vital factor
which has huge influence on how customers perceive the
organization, and when the customers perceives the firm
positively, they remain loyal, but when they perceive them
negatively they will be force to swift over to competitors
(Russell and Ward, 1982). Service surroundings is seen as the
manner at which furniture, layout features, tables are being
arranged, the way the room temperature and music are. While
signs are the visibility of the signage and symbols and also the
way the décor are arranged and placed. Physical environment
is seen as the material surroundings of a given place (Pizam,
2005).
Service surroundings is an active determinant to customer
satisfaction in that customers may decide to remain loyal when
the service environment is satisfactory and welcoming.
Pleasant service surroundings such as (innovative interior
decorations and designs, interesting music, good lighting,
unique color, attractive and ambient odor, spatial layout,
appearing table settings, and attractive service staff) should
determine to a reasonable extent the overall customer loyalty
and satisfaction (Han & Ryu, 2009; Kim & Moon, 2009).
2.2.1. Attributes of Service Surroundings
Bitner (1992), suggested three categories of environmental
dimensions; which includes: surrounding condition, spatial
layout, functionality and signs. Where surrounding conditions
can include temperature and music, spatial layout and
functionality can be seen as furniture and its layout design.
The physical surrounding includes parts of the atmospherics,
like temperature lighting, color, music and scent (Bitner,
1992); Namasivayam and Lin, 2008). For the benefit of our
study, we adopted the three dimensions of service
surroundings introduced by Bitner (1992) which are Ambience
conditions, Spatial Layout and functionality and signs.
2.2.2. Ambience Quality: The quality of ambience in a given
organization determines greatly, the rate at which their
products and services will be patronized. A customer visiting
an organization for the first time forms his/her opinion through
the firm’s ambience condition. In other words, Aubert, Gatmet
and Cova (1999), asserted that ambience conditions on its own
is seen as a key weapon in customer’s assessment of the
quality and type of services offered to them. Ambience
condition of the telecommunication firms may influence
customer’s perception positively and thereby bring about
patronage that will lead to impressive marketing performance.
Furthermore, ambience quality as a key factor that influences
customers perceptions and responses about an organization’s
surroundings which includes temperature, noise, lighting,
music, aroma, furniture layout (Baker, 1984; Russel and
Snodgrass, 1987; Wohlfarth, 1984; Kim 1998). It is important
to know that ambience conditions affects customer’s loyalty
and their five senses which brings about patronage and
satisfaction that leads to sales growth and profitability.
2.2.3. Spatial Layout and Functionality: Is the way in which
the furniture, machinery, tables and equipment are arranged or
decorated within the organizations. Spatial layout and design
are significant drivers for customer satisfaction. Alsaqre,
Mohamed and Jaafar (2003), posits that customer satisfaction
is greatly affected by the way the firm’s amenities, furniture,
equipment are decorated and arranged. Spatial layout makes
customers feel comfortable and may have a direct influence on
customer perceptions, their excitement level and also their
desire to return (Ryu and Han, 2010). They further posited that
the way the furniture, tables and equipment are decorated can
make customers to be happy and comfortable because they are
in a prestigious environment. Some customers form their
opinion from the way the organization arrange their furnishing
and when they are pleased with it, it brings about loyalty that
will result to profitability to the firm.
2.2.4. Signs and Symbols
Customers focus more on the signs and symbols within the
environment. Signs, symbols and artifact are the signage,
personal features or the design of the people within the service
environment. Signage and symbols displayed visible, plays a
vital role in the customer’s patronage. Signs and symbols are
communication tools that explains the visibility and the
existence of the firm to its customers. Becker (1981), posits
that signs, symbols and artifacts serves as a communication
tools that clearly notifies the customer about what the firm
does. They are also used for directional purpose or to give
instructions to their customers. (For example, the
instructional/warning signage, no smoking, cars are at owner’s
risk, no parking, Convenience, entry and exit).This signs and
symbols helps customer to take precaution and comply
accordingly within the telecommunication firm’s premises.
Through the crafted and artistic design of the symbols, it gives
the organization a unique and outstanding image different
from other firms. This artifacts, symbols and signage’s can be
in the form of pictures, art work on the walls, floor write-ups,
Contemporary Marketing Research Journal (CMRJ) Vol.6, No.3, 2019;
ISSN (5733 – 7154);
p –ISSN 4051 – 392X
Impact factor: 6.33
Contemporary Marketing Research Journal (CMRJ)
An official Publication of Centre For International Research Development (USA) Double Blind Peer and Editorial Review International Referred Journal; Globally index
Available www.cird.online/CMRJ: E-mail: [email protected]
pg. 4
colors, brochures, photographic etc. Signs and symbols are
extremely unique that if they are properly displayed can create
a positive response and behavior from customers.
2.2.5. Employee Appearance
Employee is always present in every service environment. The
major responsibility of an employee is to attract, retain and
satisfy their customers and this is also possible through the
way they appear. Customers form an impression of the
organization based on the way an employee is dressed.
Employees are an important asset of an organization and if
they are not properly groomed and trained in terms of properly
appearance, it tends to affect the customer perception about
the firm negatively. It is also necessary that employees
identify the features in the organization so as to develop an
outstanding strategy that will affect customer behavior
positively.
2.3. Marketing Performance
Furthermore, measuring performance has become a vital issue
in marketing and businesses today and it has remained a major
concern for a huge number of organizations (Morgan et al.,
2002). Marketing performance is defined according to
Homburg et al., (2007) is the effectiveness and efficiency of
an organizations marketing efforts with regard to market –
related goals, such as revenues, growth and market share.
However, there was a move from the use of financial measures
to non-financial measures of output. Previous studies on the
measurement of marketing performance focused majorly on
financial measures of profit, sales and cash flow (Bonoma &
Clark 1988, Feder 1965; Sevin 1965). But for the purpose of
our study, we will adopt the non-financial measures of
marketing performance by Gao, (2010). Such as customer
loyalty, innovativeness and market share.(Bieze, 2010).
Marketing performance is defined as the effectiveness and
efficiency of an organization’s marketing activities with
regard to market-related goals, such as sales, growth, revenues
and market share. Previous studies on the measures of
marketing performance focused more on the financial
measures of profit, sales and cash flow (Bonoma, and Clark
1988; Feder 1965; Sevin 1965). Newer, non-financial
measures of marketing performance such as customer
satisfaction, customer loyalty and brand equity and they have
also attracted so many interest. (Clark, 1999). Yuhui (2010),
identifies the measures most frequently used in linking
marketing to firm’s performance, these measures include
customer satisfaction/customer lifetime value, branding/brand
equity, innovation and market share. For the purpose of our
study, Yuhui (2010) measures of marketing performance is
used as indicators of marketing performance.
2.3.1. Service surroundings and Marketing Performance
Service surroundings according to Bitner (1992) is the built
environment or man-made physical atmosphere where
organizations carry out their services in offering customers
with their needed wants. Service surrounding may be very
important when used in communicating the organization’s
image and purpose to its customers. Furthermore, previous
studies suggested that physical environment may also
influence customer’s ultimate satisfaction with the service
which will in turn improve the organization’s marketing
objectives (Bitner 1990; Harrell, Hut and Anderson, 1980).
Service surroundings are vital to customers in that it brings
positive word-of-mouth and patronage. The
telecommunication firms and stakeholders should pay more
attention to their physical surroundings and not just
concentrate only on providing quality network services.
(Kivela, Inbakaran and Reece 2000; Voon, 2011). Han and
Ryu (2009), and Hooper, Coughlan and Mullen, (2013),
opined that providing a high quality attractive and pleasant
environment, using ambient features such as lighting, spacing,
colors and good layout can make customers to be satisfied and
then repurchase from these firms which in-turn leads to a
higher profitability for the firms. It is also obvious that
conducive service environment will no doubt attract customers
that will be loyal to the firm. This is because as customer
approaches a firm with an attractive appearance and courtesy
of the employees, the customer will likely want to repeat
purchase, because he or she was properly attended to and that
the waiting time was obviously handled.
H0: We therefore, hypothesize that there is no significant
relationship between service surroundings and marketing
performance.
2.3.2. Ambience Quality and Marketing Performance
Service surroundings which includes ambience conditions
such as temperature, color, music/sound effects, quality
photos, lighting etc. have been identified by several scholars to
be a factor that affects perceptions of and customer responses
to the environment (Baker, 1987; Baker, Berry &
Parasuraman, 1988; Becker 1981; Darley & Gilbert, 1985;
Russell & Snodgrass, 1987; Sundstom & Sundstrom 1986;
Wineman, 1982). Ambient condition is seen as a general rule
that affects our five senses. Wakefield & Blodgett, (1994),
Contemporary Marketing Research Journal (CMRJ) Vol.6, No.3, 2019;
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Impact factor: 6.33
Contemporary Marketing Research Journal (CMRJ)
An official Publication of Centre For International Research Development (USA) Double Blind Peer and Editorial Review International Referred Journal; Globally index
Available www.cird.online/CMRJ: E-mail: [email protected]
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noted that facility aesthetics which means architectural design
such as décor and interior design can contribute to the
attractiveness of the physical surroundings. Ryu and Han
(2010), further noted that facility aesthetics can be a vital
aspect of attracting and motivating customers to visit the firm.
Furthermore, facility aesthetics does not only influence
customer traffic to the firm but it can also affect the
profitability level of the telecommunication firms. In other
words, a good innovative interior design and décor can play a
vital marketing tool by affecting positive customer response
such as satisfaction, repeat purchase, attitudes, loyalty, display
positive behavior, emotions, value and price perception (Berry
& Wall, 2007; Liu & Jang, 2009; Ryu and Jang, 2007).
Atmospheric music, scent, temperature, lighting and color are
all powerful physical stimuli that can increase shopping time
and bring about customer satisfaction and thereby increase
sales which in-turn affect great market share and loyalty.
H01: We therefore, hypothesize that there is no significant
relationship between ambience quality and marketing
performance.
2.3.3. Spatial Layout Functionality and Marketing
Performance
Spatial layout and functionality can be seen as the way in
which objects such as furniture, tables and shelves are
arranged within the surroundings of the firm. It is important to
note that a spatial layout that restricts customers from feeling
relaxed and conducive may have a direct effect on customer
perceptions to service quality delivery, excitement levels and
may indirectly affect their desire to repurchase (Wakefield &
Blodgett, 1994) Ryu & Jany, (2007), noted that an effective
and conducive layout can motivate and also facilitate
fulfillment of hedonic needs. It then means that firms should
endeavor to add some level of excitement, spacious service
outlets, so as to arouse higher satisfaction in the customers
(Backfield & Blodgett, 1994). Furthermore, Wakefield and
Blogett (1999) added that tangible elements such as spatial
layout of the service surroundings have a positive effect on the
excitement experienced by the customers of the firms, which
may lead to a positive effect on repeat-patronage intentions
and greater willingness to refer other people, friends and
families. Service surroundings such as spatial layout and
functionality influences customer behavior and satisfaction
which brings about greater loyalty and market share to the
firm (Bitner, 1992; Muhammand et al., 2014). Mossberg
(2001), noted that a comfortable and attractive spatial layout
can lead to higher consumption, positive response and
satisfaction amongst the customers and employees of the
firms.
H02: We therefore, hypothesize that, there is no significant
relationship between spatial layout/functionality and perform
market.
2.3.4. Signs and Symbols and Marketing Performance
In the service surroundings of an organization, many items
serve as explicit and implicit signal and symbols that
communicates and directs the customers within the
environment (Becker, 1977, 1981; Davis, 1984; Wener, 1985;
Wineman, 1982). Signs and symbols are explicitly and
implicitly communication tools that explains the visibly and
the existence of the firm to its customers. They are however,
used as labels (For example, name of company, name of
department, name of employees, position of employees and
also for directional purposes (e.g. entrances and exits). Signs
and symbols are also used to communicate rules of behavior,
orderliness, and instructions (such as, no smoking, no noise,
children must be accompanied by an adult). Signage helps the
firm to communicate their image to the publics. Signs,
symbols and artifacts in the service surroundings provide
guidance to the customers in locating specific areas and
physical features in and outside the organization (Wakefield
and Blodgett, 1996; Kim et al., 2010). Signage is an important
service quality delivery tools that provides guidance and
direction to customers and reduces frustration (Anthony et al.,
2009). Sign and symbols help and guide customers to move
around and most times symbols communicate important
information that one needs to know for example (Restroom,
male or female). When customers are properly guided and
directed through signage’s and symbols, it brings about
satisfaction and excitement, which leads to customer loyalty
that results in higher profitability and great market share to the
firm.
H03: We therefore, hypothesize that there is no significant
relationship between signs and symbols and marketing
performance.
2.3.5. Employee Appearance and Marketing Performance
The appearance and courtesy of the employees are crucial
marketing tools that can arouse excitement and satisfaction.
Employees are important aspects to be properly groomed.
Employee cleanliness according to previous studies is a
significant factors that customers use to evaluate a firm’s
quality service delivery which can affect customer’s level of
Contemporary Marketing Research Journal (CMRJ) Vol.6, No.3, 2019;
ISSN (5733 – 7154);
p –ISSN 4051 – 392X
Impact factor: 6.33
Contemporary Marketing Research Journal (CMRJ)
An official Publication of Centre For International Research Development (USA) Double Blind Peer and Editorial Review International Referred Journal; Globally index
Available www.cird.online/CMRJ: E-mail: [email protected]
pg. 6
satisfaction and excitement which brings about higher
customer loyalty, that results in greater profitability (Zeithaml,
Parasunaman et al., 1990; Pettijohn 1997; Qu, 1997; Becker,
Murrmann et al., 1999; Bienstock, Dc Moranville et al., 2003;
Threevitaya 2003; Aksoydan 2007; Barber and Scarcelli 2009;
Jang and Liu 2009; Barber and Scarcelli 2010). Zeithaml et
al., (1990) and Aksoydan (2007), asserted that
telecommunication establishment that failed to meet the
standards of employee cleanliness and appearance expected by
customers would be assessed as having low quality service. In
other worlds, employee appearance and courtesy is said to be a
vital criterion when a customer’s evaluates an organization’s
overall service quality delivery. However, it is important to
note that employee’s appearance is likely to bring about high
level of satisfaction and excitement which will leads to loyalty
that results into greater market share and Loyalty.
H04: We therefore, hypothesize that there is no significant
relationship between employee’s appearance and marketing
performance.
Fig.1.1 Operational Framework showing the relationship between service surroundings and marketing performance.
Adapted: Bitner, (1992) and Yuhui, (2010).
3.0. Research Methodology
The study adopts quasi-experimental research, design and it is conducted in a natural setting without any form of manipulation,
hence the researcher has no control over the elements of the research. Therefore a total number of 80 respondents made up of
Executive Directors, marketing managers, Branch operation managers and sales executives were surveyed through the use of
questionnaire administration. The study used a simple random sampling technique so as to give every unit of the population an
equal opportunity of being selected in the sample. Spearman rank order correlation coefficient was used in testing the hypothesis
formulated in the study.
4.0 . DATA RESULTS
The results on the primary and secondary data analysis for the study is presented in this section of the paper. Out of the 80
questionnaire copies distributed, only 71 copies were successfully retrieved with error assessments revealing all 71 copies to be
admissible for analysis. Reliability results based on the retrieved copies.
Table 1: Reliability for the study
Variables No. of indicators Cronbach reliability
Ambience quality 4 0.765
Spatial layout/functionality 4 0.899
Signs and symbols 4 0.872
Service Surroundings (SS)
Marketing
Performance (MP)
Employee Appearance
Signs & Symbols
Spatial layout/functionality
Ambience quality
Contemporary Marketing Research Journal (CMRJ) Vol.6, No.3, 2019;
ISSN (5733 – 7154);
p –ISSN 4051 – 392X
Impact factor: 6.33
Contemporary Marketing Research Journal (CMRJ)
An official Publication of Centre For International Research Development (USA) Double Blind Peer and Editorial Review International Referred Journal; Globally index
Available www.cird.online/CMRJ: E-mail: [email protected]
pg. 7
Employee appearance 4 0.797
Marketing performance 4 0.888
Source: Survey data, 2019
The table 1 illustrates the result for the Cronbach alpha coefficients of the study. The result illustrates reliability results that can be
described as consistent and clear. This is based on an adopted benchmark of 0.70 in line with Nunnally’s 1973 adopted threshold
for the assessment of reliable instruments for the investigation of social phenomena.
Primary data analysis
The result on the descriptive analysis on the sample characteristics and the constructs of the study are presented in this section.
Data is analysis using simple descriptive analytical tools such the frequency rates and the mean as the measure of central tendency
Figure 1: Sample characteristics
Figure 1 above illustrates the sample characteristics for the study. As depicted, a higher proportion of the study respondents are
male = 68% while the female = 32%. The distribution for qualification reveals a higher proportion of the respondents are
MSc/PhD holders = 75%, followed by the category for BSc/BA = 15% and finally the category for Professional certifications =
10%. The distribution further shows that with regards to tenure, most respondents have work experiences between 10 - 20 years =
65%, then the category for less than 10 years = 18% and finally the category for above 20 years = 17%. The fourth characteristic
examined is that of the status of respondents where married = 86%, separated = 11% and single = 3%.
Table 2: Mean distribution for the variables
N Mean Std. Deviation Skewness Kurtosis
23
48
11
53
7
13
46
12
61
2
8
32
68
15
75
10
18
65
17
86
3
11
Female
Male
BSc/BA
MSc/PhD
Professional Certs
Less than 10 years
10 - 20 years
Above 20 years
Married
Single
Separated
Ge
nd
erQ
ual
ific
atio
nTe
nu
reSt
atu
s
Percentage Frequency
Contemporary Marketing Research Journal (CMRJ) Vol.6, No.3, 2019;
ISSN (5733 – 7154);
p –ISSN 4051 – 392X
Impact factor: 6.33
Contemporary Marketing Research Journal (CMRJ)
An official Publication of Centre For International Research Development (USA) Double Blind Peer and Editorial Review International Referred Journal; Globally index
Available www.cird.online/CMRJ: E-mail: [email protected]
pg. 8
Statistic Statistic Statistic Statistic Std. Error Statistic Std. Error
Ambience 71 3.4366 .96048 -.334 .285 -1.157 .563
Spatial 71 3.5258 .72081 .114 .285 .266 .563
Signs 71 3.5869 .63362 -.506 .285 -.354 .563
Employee 71 3.2207 .86730 -.183 .285 -.674 .563
Performance 71 3.2676 .87581 -.168 .285 -.893 .563
Valid N (listwise) 71
Source: Survey data, 2019
The distribution depicted in table 2 illustrates the mean coefficients for the variables. The analysis reveals average positions on the
variables which indicate support and agreement to their evidence and practice within the organizations concerned. Results suggest
that at a mean = x > 3.0, respondents consider ambience quality, spatial layout. Signs and symbols as well as employee
appearance, evident in their organizations and as forming obvious features of their workplaces. This is also in line with the
evidence for marketing performance which is also observed to have a high mean coefficient (x > 3.00).
Test for Hypotheses.
Table 3: Test for hypotheses of the study
Ambience Spatial Signs Employee Marketing
Performance
Spearman
's rho
Ambience
Correlation Coefficient 1.000 .450** .673** .645** .670**
Sig. (2-tailed) . .000 .000 .000 .000
N 71 71 71 71 71
Spatial
Correlation Coefficient .450** 1.000 .617** .297* .384**
Sig. (2-tailed) .000 . .000 .012 .001
N 71 71 71 71 71
Signs
Correlation Coefficient .673** .617** 1.000 .506** .560**
Sig. (2-tailed) .000 .000 . .000 .000
N 71 71 71 71 71
Employee
Correlation Coefficient .645** .297* .506** 1.000 .666**
Sig. (2-tailed) .000 .012 .000 . .000
N 71 71 71 71 71
Performance
Correlation Coefficient .670** .384** .560** .666** 1.000
Sig. (2-tailed) .000 .001 .000 .000 .
N 71 71 71 71 71
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
Table 3 above illustrates the result for the test for the
hypothetical statements of the study. The test is carried out
using the Spearman’s rank order correlation coefficient at a
0.05 level of significance.
i. The test on the relationship between ambience quality
and marketing performance is revealed to be
significant at a 0.05 level where rho = 0.670. The
relationship is considered as positive and implies
Contemporary Marketing Research Journal (CMRJ) Vol.6, No.3, 2019;
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p –ISSN 4051 – 392X
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pg. 9
improved marketing performance as a result of
ambience quality activities.
ii. The test on the relationship between spatial layout
and market performance is observed to be significant
at a 0.05 level where rho = 0.384. The relationship is
revealed to be positive where actions related to
spatial layout can be viewed as enhancing marketing
performance
iii. The test on the relationship between signs and
symbols and market performance is shown to be
significant at a 0.05 level where rho = 0.560. The
relationship is revealed to be positive where the
evidence of signs and symbols can be affirmed to
contribute towards marketing performance
iv. The test on the relationship between employee
appearance and marketing performance is shown to
be significant at a 0.05 level where rho = 0.666. The
relationship is observed to be positive where
employee appearance is considered as driving
marketing performance
DISCUSSIONS
The findings of the study indicate that the identified
dimensions of service surroundings in this study have
significant relationship with marketing performance. All four
null hypothetical statements were rejected based on the
evidence of a p < 0.05 significant relationships in all four
instances. The evidence suggests that although all four
dimensions are significant, nonetheless the appearance of the
employees has a more substantial effect on the marketing
performance of the organization (rho = 0.666). This further
agrees with the position of several studies (Threevitaya 2003;
Aksoydan 2007; Pettijohn 1997) which identify the human
element within the service surrounding as critical to success
and performance.
The studies of Barber and Scarcelli (2010), their results are
similar to those reached herein with results identifying strong
positive relationships between the dimensions of service
surrounding and the marketing performance of the firm. The
findings indicate that behaviour with regards to service
surroundings which reflect adequate quality in ambience,
spatial layout and functions within the workplace, evidence of
signs and symbols as major constructive features and
characteristics of the workplace, as well as well presentable
employees – impact and predict the extent to which the
organizations achieve their marketing performance.
In conclusion, the relationship between service surroundings
and marketing performance is significant. In this way, service
surroundings can be considered a significant predictor of the
outcomes related to marketing performance. As such, practices
geared towards improving ambience quality, spatial layout,
signs and symbols as well as employee appearance would
impact positively and enhance the organization’s marketing
performance.
We therefore recommend that the telecommunication firms in
Port Harcourt should ensure that there is a quality ambience
condition in and outside the work environment, because it
influences positive purchase behaviour by the customers.
Finally, telecommunication firms in Port Harcourt should
ensure that their employees should dress neatly and also treat
customers with courtesy and professionally.
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