Servicescape and Customer Patronage of Three Star Hotels in Ghana's Metropolitan City of Accra

Abstract

The study examined the relationship between the multidimensionality of servicescape and customer patronage. Three hypotheses were formulated .To test these possibilities, a survey with 104 participants selected from six hotels in the city of Accra was undertaken. It was found that positive relationship exists between the ambience of the hotels and patronage by customers. Positive relationship was also reported between spatial layout and patronage by customers. It was again found that signs, symbols and artifacts were positively associated with customer patronage. This study presents us with a framework and highlights the potential of physical setting as valuable and appropriate strategy in attracting customers in the hotel industry.