Effects of Service Scape and Service Climate on Hospitality Service Employees

This research study examines the effects of service scape and service climate on hospitality service employees in Marriott hotel. It includes a literature review on the concept of service scape and service climate, their role in supporting workers in delivering quality services, and strategies for enhancing service climate. The findings will help Marriott hotel management in improving employee satisfaction and performance.

The effects of service scape and
service climate on hospitality
(hotel) service employees

ABSTRACT
The purpose of the research is to analyse The effects of service scape and service climate
on hospitality (hotel) service employees. Literature review has been written by utilising the
secondary sources such as books, Journals , magazines etc. The main objective of the literature
review is to analyse the perception of different authors about the topic. Research has been
conducted for Marriott hotel. Qualitative research has been conducted for gathering the
information about the subject. The other methodology which has been sued in highlighted in the
research report. The research has great importance as findings will help management in
determining an effective strategies for improving servicescape and climate. It has been found
from the investigation that servicescape as well as environment has significant effect on
employees performance and behaviour at workplace.

TABLE OF CONTENTS
CHAPTER 1 : INTRODUCTION .................................................................................................1
Background of the problem.........................................................................................................1
Aims and objectives ...................................................................................................................2
Overview of organisation............................................................................................................2
Research questions ....................................................................................................................2
Significance of the study ............................................................................................................3
Limitation of the study................................................................................................................3
CHAPTER 2 : Literature review.....................................................................................................4
Introduction.................................................................................................................................4
Literature review.........................................................................................................................4
CHAPTER 3 :METHODOLOGY.................................................................................................10
Methodology ............................................................................................................................10
CHAPTER 4: RESEARCH FINDINGS........................................................................................16
........................................................................................................................................................22
........................................................................................................................................................24
........................................................................................................................................................27
CHAPTER 5 : DISCUSSION ......................................................................................................42
CHAPTER 6 : CONCLUSION.....................................................................................................43
CHAPTER 7 : RECOMMENDATIONS ......................................................................................43
REFERENCES..............................................................................................................................45

CHAPTER 1: INTRODUCTION
Background of the problem
Servicescape can be defined as the environment in which services are delivered to
customers. It is a type of surrounding in which the interaction between clients and service
provider take place. Development of good as well as comfortable working environment is
important in order to provide workers an ease in performing their roles as well as responsibilities
in an effective manner (Yang, 2015). The environment prevailing at workplace has significant
effect on employees' behaviour as well as working efficiency. This can be referred to as
surroundings within an enterprise where the service is assembled and interaction between sellers
as well as clients take place (Avan, Zorlu and Özmen, 2019). The environment prevailing in an
organisation can have significant influence on the satisfaction gained by an individual from their
job. Development of good working environment is also necessary as these factors can have great
effect on workers performance as well as quality of services being delivered to customers
(Baum, 2019). It is good service environment or surroundings at workplace which inspire
employees to give their best performance and positive influence them to make their valuable
contribution in accomplishment of business objectives. An effective servicescape at workplace
will enable employees to fulfil their requirements and get the high level of satisfaction from their
job (Bujisic, Hutchinson and Parsa, 2014). Positive working environment at workplace leads to
the high level of commitment and increase in employee’s loyalty towards firms. It is essential
for management in an enterprise to maintain quality and good environment at workplace, as this
is the tactics which will assist them in eliminating ethical as well as legal issues (Guchait,
Paşamehmetoğlu and Lanza-Abbott, 2015).
In context of hospitality industry, the servicescape is the factors which has great influence
on the way interaction between hotel staff as well as guest take place (R. Morgan and et.al.,
2014). As perception of the employees towards the hotel industry has changed, many of the firms
in this industry is facing issues while recruiting new skilled as well as talented candidates. Such
issue has been faced by many of the organisation in hospitality sector, as there is high workload
and people have to work on weekends because of which they face issue in maintaining their
work life balance (Hatipoglu and Inelmen, 2018). It is the main reason candidates do not prefer
to work in hotel sector. Considering the issue related to hiring or recruitment, Servicescape in
hospitality industry has become crucial it has become one of the factors that can assist hotels in
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attracting the knowledgeable, experience and skilled workers (Jani and Han, 2015). In relation
to the hospitality sector, Servicescape is now considered to be an important management tool.
Service climate refers to staff behaviour and relationship with high authority, it
influences on workers' performance and productivity as well as business success and growth.
Productivity of business and increase of profit margin is highly depended on pleasant service
climate within hospitality industry.
Service climate in the hospitality industry has great influence on employee engagement
in different business activities. In context of service industry such as hospitality, the crucial role
played by human resource management that is developing environment conductive as well as
creative environment lead to the production excellence as well as results into great improvement
in the performance of employees at workplace (Kang, Busser and Choi,2018.). Maintaining the
good working culture as well as well as environment within an enterprise is essential in order to
drive firm towards success and in context of gaining the competitive advantage.
Overview of organisation
Marriott is an American Multinational hotel which offers both food and accommodation
services to customers. Business entity also provides lodging facilities to clients. An organisation
is among the third largest hotel chain in the world. Marriott hotel has approx. thirty brands and
company is operating business in approx. one hundred and thirty one countries globally. There
are approx. 176000 employees working at different location for an organisation
Aims and objectives
Aim: to analyse “the effect of Service climate and Servicescape on service employees of
hospitality sector”: A case study of Marriott hotel.
Objectives:
 To develop the understanding about the concept of servicescape and service climate I
 To analyse the role of service climate in improving employees satisfaction .
 To determine the influence of services climate on performance of employees.
 To suggest the ways the service climate in Marriott hotel can be enhanced.
Hypothesis development
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Research questions
 What is the concept of Servicescape and role of service climate in hospitality industry.
 What is the role of service climate in improving employees satisfaction ?
 What is the influence of Service climate on employee performance in Marriott hotel?
 What are the strategies that can be applied for enhancing customer service environment
in Marriott Hotel?
Significance of the study
The present investigation on topic impact of servicescape as well as climate on service
employees in hospitality sector has great importance, as it will help researcher in developing the
understanding about the concept of servicescape. In addition to this, finding of the study will
help in developing the understanding about service climate and employees behaviour. It will
enable readers of this research report to develop the understanding about the significant role
played by servicescape as well as service climate in supporting employees to improve their
performance at workplace. Present study has great significance, as it will help management of
Marriott hotel in identifying the best strategies which can be applied for bringing improvement in
the service climate within hotel.
Limitation of the study
In context of present research on topic impact of servicescape as well as climate on
service employees, there are two limitations these are time and resources. Due to limited time
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Hypoth
eses
H1 Service quality rating
H2: Service
environment
H3 and H4: Designing of services
Employee
satisfaction
and
performance

period as well as resources I have failed to conduct the in depth investigation. I because of
limited time and resources will conduct only few activities during the time of investigation these
are data collection, analysis and interpretation. This investigation has limited scope to the extent
of hospitality industry only. In addition to this, investigation is only conducted by considering 30
people. This investigation is limited to service industry only and not goods industry.
Other limitation of the study is that the significance of service climate is acknowledged
but only in context of employee behaviour. Further investigation can be performed for analysing
the effect of service climate and service scape on customer behaviour. In addition to this, in
depth investigation can be performed for determining the relationship between service climate
and service orientation. The second limitation is that due to lack of knowledge about research
methodology, there was some obstacles which has occurred in completion of the research project
on time.
CHAPTER 2: LITERATURE REVIEW
The different themes covered in literature review sections are concept of servicescape
and service climate in hospitality sector, Role of Servicescape and climate in relation to
supporting workers in delivering quality services to customers, Influence of Servicescape upon
employee behaviour in Marriott hotel and Strategies that can be applied for enhancing service
climate in Marriott Hotel.
Literature review
Stimulus organism response model, it is the hypothesis which shows direct or indirect
effect of hospitality environment or design of servicescape on performance workers. The
hypothesis states that it is the surrounding environment which has significant effect on their
performance at workplace. The hypothesis is critiqued by other authors those who perceives that
it is an individual internal stimulus which positively influence them to improve their
performance within an organisation. According to the Stimulus organism model servicescape
can be reffered to as all physical factors which can be controlled by organisation for enhancing
actions of employees as well as customers. It is the hypothesis which is also based on assumption
that human beings within the service interactions get highly influenced by surrounding or
environment prevailing at workplace. However , the theory has been criticised by other author
Baum, 2019., who perceives that “a person in this interchange is a passive creature, reacting to
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an environment that stimulates him or her, and that person’s influence on the 5 environment is
ignored”. But according to the Stimulus organism model when an individual is exposed to
external stimuli, ‘inner organism changes’ precede behavioural responses. As per the opinion of
Bujisic, Hutchinson and Parsa, 2014., it is the set of particular mental procedure which includes
feelings, emotions and moods that has great influence on employees behaviour as well as
performance at workplace. The Stimulus organism model states that feelings , moods etc. are
highly influenced by the surroundings or environment. It has been argued by other authors as
well as scholars that employees react to servicescape by displaying one or more opposed type of
attitude.
Concept of servicescape and service climate
According to the opinion of Kaminakis, Koritos and Gounaris, 2019, servicescape can be
defined as the physical environment such as artefacts, design, décor etc. which has significant
influence on employees behaviour as well as performance within in hospitality sector. However,
it has been argued by other authors those who perceives that it is the atmosphere prevailing
within an organisation which enables employees to deliver good service experience to guest. As
per the view of Dedeoglu, Buonincontri and Okumus, 2018., servicescape can be defined as the
various arrangement made by both management and hotel staff for delivering the services to
customers. The other authors argues that it is basically a design of physical environment in hotel
as well as other crucial elements of it which facilitates and helps in bringing improvement in the
quality of services which is being delivered by hotel to customers. As per the opinion of Avan,
Zorlu and Özmen, 2019., servicescape is the factors which has significant influence on physical
environment where the service delivery procedure takes place.
According to Guchait, Paşamehmetoğlu and Lanza-Abbott, 2015., servicescape can be
define as physical environment where services is delivered, performed and consumed, it is also
considered as the place where company and consumer interact with each other. Service scape is
considered to have impact on client’s response, evaluation, particularly perceptions and
assessment. Facility exterior and interior are the two different types of service-scape elements,
exterior design, parking, surrounding environment, service climate, landscape and signage is the
exterior elements. On the other side, layout, music, equipment and layout is the interior
components. Unpleasant service climate and servicescape impact hotel workers services. Warm
colour tones of lobby and black leather in combination with pleasant attitude of hotel workers,
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creates the very welcoming servicescape for arriving customers. Servicescape refers to man
made physical surrounding and built environment as opposes to social or natural environment. It
is very essential in hotel because it either suppress or enhance these emotions, it usually play
important role. Providing high quality servicescape is the significant factor that help to gain
competitive benefits, but one the other side poor quality servicescape make negative impact on
company profitability and productivity.
As per the view of Kang, Busser and Choi, 2018, service climate is basically a situation
where employees in an organisation interact with clients. However, it has been argued by other
author that internal as well as external situation which highly influenced the delivery of service.
As discussed by Lo, Wu and Tsai, 2015 service climate refer to worker’s perceptions of
practices, behaviour and procedures that get rewarded, expected and support with regard of
consumer service and its service quality. It is shared and collective phenomenon, this types of
climate is built in light of organizational practices centring on worker’s performance and
consumer services. Positive service climate enhances employee’s performance and productivity
in which they can be able to serve its best quality services to people effectively and efficiently.
As per view of Horng and et.al., 2016 unpleasant service climate impact on staff practices and
service that they serve to its customers, it also effects hotel financial performance and profit
margin the most. Service climate within hospitality industry directly effect on staff performance,
delivery of services and products and quality of goods which is not appropriate and suitable for
business growth and success for longer time period. Good relationship between management and
workers create pleasant service climate which help to motivate employees in hotel to perform
well and deliver quality services to guests. It has been argued by Kao and et.al., 2014, lack of
coordination, poor communication, unattractive infrastructure within hotel and negative
environment around workplace make negative service climate that lower down the moral of
workers in order to provide services.
Theme : To identify the role of service climate in improving employees satisfaction.
As per the perception of Park, Bufquin and Shapova, 2019, in context of hospitality
industry, servicescape is a touchable component which plays very crucial role in hospitality
sector. The author has also stated that director of organisation should concentrate on design of
Servicescape as this factor has great influence on the way the behaviour of both employees as
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well as customers. However, as per the investigation performed by researcher Dedeoglu,
Buonincontri and Okumus, 2018., findings of which reveals that Servicescape plays crucial role
in driving an organisation towards success. According to the opinion of Horng and et.al., 2016,
good service environment as well as best Servicescape design support service workers in giving
their best performance at workplace. Best Servicescape design and good environment at
workplace which assist service workers in delivering quality services as well as good experience
to guests.
As discussed by Park and et.al., 2019 servicescape within hospitality industry play
significant role as it help to increase worker working interest and support them in providing
better quality services to consumers which help to increase profit margin more than before. It
includes interior elements, like air quality, equipment, layout and music. In hospitality industry,
if management provide all the equipment to their workers which is required for particular
activities like preparing and serving food, staff help to deliver good quality services which
increase productivity and profitability of business. The layout of dining hall must be quite
different and unique which grab the attention of consumers. As per view of Lee and Lee, 2015.
3D layout of kitchen area reduce amount of distance staff travel by placing products and food
storage. Music is one of the essential interior elements within servicescape that help to support
staff in providing service better than previous. Music systems around work area enhance
worker’s performance and promote healthier living. Listening music during food preparation
change the behaviour of staff, they feel relax and enjoy the activity a lot. With the help of placing
music system around workplace, management will be able to reduce anxiety and stress among
their staff. It is one of the best way to support workers demotivate from challenges that they face
outside the office.
As per view of Bujisic, Hutchinson and Parsa, 2014.service climate also play crucial role
in context of helping staff for delivering and providing great quality services to guests.
Relationship between workers and management sets overall service climate within hospitality
industry. Poor relationship hinders business success and performance abilities of staff by
dragging morale down and limiting worker’s productivity, while the good relationship creates a
functional and positive work environment and service climate. So it defines clearly that service
climate play important role and help to motivate people at workplace efficiently. Positive service
climate in hotel provide full job satisfaction to employees which enhance their working interest
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and increase abilities for delivering quality products and services to large number of peoples.
Great energy and worker’s productivity can be created by a comfortable physical environment,
attractive and positive service climate. This energy finally, enhances performance, productivity
and success of business as well as workers.
According to Petzer and Mackay, 2014 in service climate attitude of senior staff
influence behaviour of other staff members on positive and negative side. If senior staff, make
good communication and coordination with other workers in firm they can be able to make all of
them comfortable and help to adjust in new working environment. As per view of Mishra and
Gupta, 2018 if senior staff do not communicate with other workers it directly effects on its
performance and productivity and they can switch job from other company as well.
Influence of Service climate on employee satisfaction in Marriott hotel
As per the thinking of Dedeoglu, Buonincontri and Okumus, 2018., Servicescape failure
can result into decline in perpetual experience of service public presentation and might lead to
the high level of dissatisfaction among the service workers in hospitality industry. However, it
has been argued by other authors that the Servicescape has great influence on employees in
hospitality industry only at the time of supplying services to guest. According to the opinion of
Guchait, Paşamehmetoğlu and Lanza-Abbott, 2015, unpleasant servicescape design as well as
negative service environment within hotel will lead to the high level of dissatisfaction in guest.
In simple words, author mean to state that the inappropriate Servicescape as well as bad service
environment might result into service failure which might give rise to other problems such as
reinstallation of service, service merchandise that could further have adverse effect on
employees attitude. According to the perception of Avan, Zorlu and Özmen, 2019, unique
design of Servicescape as well as service environment is playing important role in assisting an
organisation in gaining competitive advantage. However, it has been argued by other authors that
Servicescape plays very crucial role in designing of services in hotel. As per the thinking of
Kang, Busser and Choi, 2018., Servicescape as well as environment within hotel plays important
role in positively influencing people to bring improvement in their performance at workplace.
According to the opinion of Park, Bufquin and Shapoval, 2019, a good design of Servicescape
as well as good service environment plays crucial role in changing the perception of candidates
towards hotel industry. The author has stated that it is good physical environment at workplace
which will help companies in attracting more number of skilled as well as competent candidates.
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According to Nilsson and Ballantyne, 2014 servicescape influence on worker’s behaviour
in hospitality industry and it also effect business performance and growth. It only effective when
staff deliver quality services and change overall behaviour of individual. It is connected to
customers and employees as they are critical in role of servicescape, related to service quality of
hospitality industry. It is very important for industry to make pleasant servicescape design and
create positive service climate which help to enhance performance of individuals and increase
profit margin. Servicescape is defined as environment in which service is assembled and workers
and consumers interact, composed with tangible commodities that facilities communication or
performance of services. According to the view of Bujisic, Hutchinson and Parsa, 2014
servicescape is able to effect employee’s behaviour and its level of satisfaction regarding
business service. With the help of creating pleasant environment around workplace, management
can be able enhance worker’s behaviour and retain the most talented people with them for longer
time. Within hospitality industry guest wants to get fast food services, at this situation if
management keeping pleasant servicescape at workplace they can enhance workers performance
and help to make positive behaviour which support staff to provide its customers fast food
services efficiently.
Lee and Lee, 2015 stated that lack of servicescape make negative impact on staff
behaviour and decrease their interest of working within hospitality industry. It is used as an
significant measurement tool to understand staff behaviour, if management cannot make
effective communication with its workers and do not provide all the facilities in context of health
and safety it directly effect on staff behaviour and performance as well as business growth. As
per view of Horng and et.al., 2016, well designed layout and setting for parking causes service
experience to be pleasant from both employees point of view as well as from customer’s point of
view. Whereas the inefficient design and layout may provoke frustration and impact on
behaviour of people negatively. Design of hotel's physical surrounding is capable to clarify
behaviour and roles of workers, design of facilities in hospitality industry is able to present in
which parts of servicescape workers is only permitted. According to Hatipoglu and Inelmen,
2018, lack of positive environment around workplace make negative impact on staff behaviour
and performance abilities. Poor working conditions affect employee’s behaviour and ways that
they performed in industry.
Strategies that can be applied for enhancing service climate in Marriott Hotel
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According to the view of Prentice, Ma and Wong, 2019, training to employees is
considered to be as one of the best strategy which can be applied by management in an
organisation for enhancing customers service environment in hotel. The author has also stated
that by providing the training to employees an enterprise will able to increase its service
standards which is essential in order to sustain in highly competitive environment. However, it
has been argued by other author that management in hotel is require to give much emphasizes
on cleanliness of the facility which is considered to be as one of important part of Servicescape.
According to the opinion of Jani and Han, 2015, it is required by business entity to design as
well as develop new components as this factor will have positive effect on employees behaviour
as well as performance at workplace. However, it has been argued by the other author that for
designing as well as maintaining unique Servicescape, an organisation will require to hire expert
which can be quite cost as well as time consuming.
As per view of McIntosh and Harris, 2018 to create positive service climate in company,
management must applied different types of strategies that enhance workers performances and
abilities. Effective communication is one of the best strategy that help to enhance service
climate as well as enhance worker’s performance which is suitable and beneficial for business
progress. With the help of pleasant communication and interaction between management and
workers, workers experience increases in morale and productivity. It helps to foster service
climate better than before and make employees able to share their feeling and thoughts with high
authority. By creating positive working environment, management within hospitality industry
can enhance service climate that support to satisfied all its workers effectively. As according to
Baum, 2019 by providing all the equipment like set of knifes, deep fryer, oven, grill and sauté
pans, that is essential for staff while cooking food and serving to customer management can be
able to creative positive service climate. It defines as one of the best strategy that help to create
better service climate and also support to enhance productivity and profitability. Zhu, Freeman
and Cavusgil, 2018 statued by barbecue grills, smokers, tilting skilled braising pan, waffle irons
& crepe machines and toaster are the equipment which is needed by worker within hospitality
industry for cooking food. Refrigerators is one of the most essential equipment required for
storing food in restaurants for long time, it helps to prevent food from contamination and sustain
for longer time period. In order to keep food fresh for as long Possible, it is very essential that
cooking staff use quality commercial refrigeration equipment.
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According to Habib, Khokhar and Attiq, 2018 commercial grill is the best equipment
workers need in hospitality industry for grilling food, vegetables, burgers and other things based
on customer’s demands. It accommodates just about any food item and allowing staff to prepare
different separate serving in one space at same time effectively. As per view of Ren and et.al.,
2016 receptionists within hospitality industry stand for whole 8 hours which make them ill and it
impacts on service climate negatively. In order to help physical strains receptionists have as it is
standing job, management applied the best strategy that provide appropriate support. Provide
computerized system for receptionists within company is one of the best strategy that help to
reduce standing activity and managed their work effectively.
CHAPTER 3: METHODOLOGY
Methodology
Research methodology includes particular techniques or methods that is adopted and use
in research procedure to assemble, collect and evaluate data. It defines essential tools that is used
to gather suitable and relevant information in the specific research study. Interviews, surveys and
questionnaires is the common tools of investigation. In other words methodology properly refer
to theoretical analysis of methods appropriates to the field of report or to structure of principles
and methods particular to brand of knowledge. It helps in identifying research activities in true
sense, RM further defines and specifies actual concepts, declares what kind of methods will be
needed for further inquiry, moreover how procedure is measured. On the other side, it also
provides the appropriate platform for demonstrating the way researcher can communicate
research activity in the true sense.
Research types-
Research types is divided into two types qualitative and quantitative. In this dissertation,
researcher has chosen quantitative research, that help to enhance generalisation of results. The
qulantiative reserach has been performed because it enables researcher to test the accurancy of
the outcomes. It supports to control, experimentation and objectives testing ultimately helps or
rejects hypotheses (Flick, 2015). Quantitative research uses the randomized procedure to gather
information, preventing bias from entrance into data. Randomness creates the additional benefits
in fact that specific information gathered through this research is be statistically applied to rest of
population group which is under report. Quantitaive research has helped the reseacher in
analysisng the data in so many different condition as Quantitative data used to offer consistent
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result when same data points are analyis under randomized condition. It has also helped the
researcher in generalizing the information of the study as quantitative research used to give the
overview of the information when looked at the targeted group, this may not give the specific
information but helps the reseracher in knowing subject, needs and wants. This help the
reasercher in recalling the information and linking them with the other. As Quantitative research
involves survey it has helped the researcher in collecting and gathering the information in the
few days itself. As the topic of the destertation was also some what sensative Quantitative
research has helped the researcher in looking at the anonymit involved in the research of the
desertation information.
Research approach -
In the field of the desertation, their are two type of the reserach aproch which was in front
of the researcher to undertake the desertation namely Inductive and deductive. Researcher has
chosen deductive research approach to show the effects of service scape and service climate on
hospitality (hotel) service employees in which they start with hypotheses and then gather data
which is used to identify whether empirical evidence to help that hypotheses exists. Deductive
research approach is associated with quantitative research, most essential point to bear in mind
when considering deductive research approach is researcher firstly purpose of their research and
secondly methods that is best suited to either explore the emerging or new area, test the
hypotheses within discipline or to answer particular research questions. Deductive approach has
helped the scholar in explaining the casual relationship between the concept and variable as this
approach has helped the scholar in testing the existing theory with the data collected in the
desertation. Deductive approach has also helped the scholar in simplifying the concept of the
quantitative research type as this is the best approach which suits the Quantitative research type.
It has also helped the scholar in generalizing the sourced information to certain extent. As this is
the approach which takes less time to complete the study when compare to the inductive
approach it has helped the scholar In proper management of the time.
Research design-
Research design is defined as the framework of techniques and methods chosen by
researcher to combine several elements of research in reasonably logical and systematic manner.
Researcher chose descriptive research design that help to gather and collect appropriate data.
This design has helped the researcher in observing the natural behaviour without affecting
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anyone in the same. The main reason of choosing this research design is that these design proves
as a crucial hand in the success of the quantitative research design as this design used to research
specific subjects and as a precursor to more quantitative studies. Descriptive design is used as a
pre cursor to Quantitative research design as this design used to observe and measure without
manipulating variable. Descriptive research designed is used to describe subject, phenomenon
and behaviour. It is also used to describe the characteristics of phenomenon or population. It
focuses on what is the research subject rather than why. It refers to design of research, research
questions and data analysis that conducted on topic. It is used in different ways, for multiple
reasons by researcher for example, before getting any kind of investigation through survey. This
research helps to collect appropriate data, it will be conducted by using particular methods like
survey and observational methods. These tow techniques contribute to gain a lot of information
which can be used for further research, moreover in developing hypothesis of research topic.
This method is taken by researcher that helps to assure that high quality of data and honest
information has been collected. As information is gathered in descriptive research present the
larger population, it makes easy to take decisions on basis of statistical analysis of collected data.
Research philosophies-
Positivism and interpretivism are the two specific research philosophy which are
generally used by the research to accomplish the aim of the dissertation. Researcher chose
positivism research philosophy because it relies on quantitative data that believe is more
reliable than qualitative research. Positivism follows the well-defined structure during
discussion, it also believes that there is set rules and laws followed. The biggest benefit which is
brought by this philosophy is that it has helped the scholar in examine the knowledge based on
the natural phenomenon and their property and relation. Thus, information derived from sensory
experience, interpreted through reason and logic, forms the exclusive source of all certain
knowledge. Positivism approach has also helped the researcher in conducting the dissertation in
the comfortable way as this philosophy used to suit the type of the research which is selected by
the scholar . As quantitative research used to show the data in the numeric and statics way
positivism philosophy used to create the hypothesis for the researcher. It has also helped the
scholar in fixing the properties and relation between the data which has been gather.
Data collection-
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In the field of the research, Data collection method has been divided into two method
namely Primary data collection and secondary data collection. Researcher has used both the data
collection tool in which secondary data has been collected with the help of the different books
and journal related to the topic of the dissertation. Secondary data has helped the scholar in
saving the time it has included the less effort to collect the data as the data was already collected
by any other researcher for their use in past. It has also helped the researcher in making the
primary data more specific as with the help of the secondary data scholar is able to find out the
gaps and decencies which has been fined in the collected data. It has helped in improving the
understanding of the problem. It has also provided with a basis for comparison for the data that is
collected by the researcher. Primary data was collected by the way of the survey which was
conducted on the basis of the questionnaire which contains both open ended and close ended
question. The survey was conducted on the 30 worker of the company in which the questionnaire
was distributed to them and they were asked to answer the question. Primary data has helped the
researcher in gathering the original and relevant information of the topic of the dissertation as
this was the data which was collected directly from the occurrence. It has also helps the
researcher in understanding the current situation as secondary data which was collected was the
evidence of the past. Primary data has helped the researcher in connecting the link between the
information which was gathered with the help of the secondary data As questionnaire was having
both open ended and close ended question it has helped the researcher in touching all the aspect
of the information as open ended question helps the respondent in easier and quicker for
respondent to answer regarding the dissertation topic.
Sampling-
In the field of the research sampling is divided into two type Probabilistic and non
probabilistic. Researcher chose Purposive sampling method in the probabilistic method this is
cost effective as well as time effective sampling methods. This technique is effective in
exploring anthropological situations where discovery of meaning benefit from the intuitive
approach. Researcher chose 30 workers in company for gathering further information.
Researcher select purposive sampling because they think that it is one of the best method that
help to gather relevant information about chosen topic. Through this techniques they select
specific characteristics of people who are interested to take participation in research findings
which enable researcher to get the appropriate answers about investigation questions. The results
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of using this methods is collection of correct information, it permit investigator to describe
impact of its findings have on population. It is the most popular method used by researcher due
to reality that it s cost and extremely time effective as compare to other methods of sampling.
Researcher chose purposive sampling because it represent the group of various non probability
sampling methods. Researcher also select this method when they are seeking to examined the
diverse range of situations that is relevant to specific phenomenon or subject. Through this
techniques researcher squeeze a lot of more information out of data which they gathered.
Data analysis-
Data analysis is divided into two types, quantitative and qualitative data analysis.
Researcher will take the help quantitative data analysis along with SPSS to accomplish the aim
of the research which is required based. This method is used by researcher to quantify findings
by way of generating numerical data that is transformed into suitable statistics. By using this
method, researcher gather appropriate findings along with SPSS techniques in which they
interpret ate data. Researcher has developed different theme to gather the data in the proper way
and also has presented the data in the different statistical ways such as graph which has helped
the researcher in proper structuring of the data and simplification of the data which has been
collected by the way of primary collection tool. It has also helped the researcher in justifying the
finding of the secondary data with the collection of the primary data with the help of the survey.
Using this method has also helped the researcher in making the link between the primary and the
secondary data as primary data was the evidence of the current and future trend and secondary
data used to show the trend which used to be followed in the past.
Ethical consideration-
Full consent must be obtained from contestant prior to work and protection of privacy of
investigation participants has to be ensured by researcher. Investigator should be ensured about
the adequate level of confidentiality of overall research data. Anonymity of company and
individuals participants in research has to be assured by researcher, and any exaggeration or
deception about objectives and aims of research must be avoid.
Research must declared affiliations in any forms, possible conflicts of interests as well as
sources of funding. Any kind of communication in context of research must be accomplished
with transparency and honesty. Any types of representation of primary data findings as well as
any kind of misleading information in the biased way must be avoided by researcher. Researcher
15

must adhere with data protection act 1998 and maintained highest level of objectivity in analyse
and discussion throughout research. In formulation of interviews, questionnaires and focus group
questions' researcher must avoid use of discriminatory, offensive or other unacceptable
languages. Each and every participants have rights to withdraw from research at any stage if they
wish to do so, and researcher do not try to make pressure on them. Researcher have
accountability to assure that research including humans meets ethical standards that protect and
respect participants.
CHAPTER 4: RESEARCH FINDINGS
Theme: servicescape effects on behaviour of employees in hospitality
sector .
◦ yes ◦ No ◦ Don't know
80 50 20
Theme : Service climate plays important role in improving employees
satisfaction in hospitality industry.
 Completely agree  Partly agree  Completely disagree
75 45 30
Theme : Type of effect service climate have on performance of workers
in hospitality sector .
 Positive  Negative  Both
85 30 35
Theme : Employees stress is significant issue in hospitality industry
 Yes  No  Don't know
80 50 20
Theme :Rating to the environment prevailing in Mariott hotel
 5 star  4 Star  3 Star
16

65 50 35
Theme : Satisfied with the working environment of Marriott hotel.
 Completely satisfied  Partially satisfied  Completely
dissatisfied.
80 50 20
Theme : There any change in employees turnover rate in Mariott hotel
after improvement in service climate.
 Increase in staff
turnover rate
 decrease in employee
turnover
 Both
50 70 30
Theme : Strategies are adopted by management in Mariott hotel for
motivating employees to change their behaviour at workplace.
 Development of reward
system
 Introduction of new
policies
 Introduction of new
policies
50 80 20
Theme :Important in order to maintain quality of services.
 Employees engagement  High level of
commitment from
workers
 Motivation among
workers
45 40 65
Theme : The consequences of ineffective climate in an organisation.
 High level of
demotivation among
 Poor performance of
employees
 Disengage staff
17

workers
85 15 50
Theme : Employees are touch points through which an enterprise
administer its service delivery.
 Completely agree  Partially agree  Completely disagree
90 35 25
Theme : The strategies which can be applied for improving service climate
in Marriott hotel.
 Training to staff  Development of new
procedure
 Involving workers in
decision making
procedure
75 25 50
Frequency Table
Servicescapeeffectbehaviourofemployees
Frequency Percent Valid Percent Cumulative Percent
Valid
Yes 80 53.3 53.3 53.3
No 50 33.3 33.3 86.7
Dont know 20 13.3 13.3 100.0
Total 150 100.0 100.0
18

Interpretation : It has been interpreted from the above data analysis that there are 80 people out
of 150 those who perceives that servicescape has significant effect on employees behaviour in
hospitality sector. Those people have given such response as they themselves have analysed the
changes in employees behaviour due to ineffective or poor working environment. Those people
have observed increase in number of the complaints about the service scape by employees in an
organisation.
19

Serviceclimateplaysimportantroleinmprovingemployeessatisfaction
Frequency Percent Valid Percent Cumulative Percent
Valid
Completely agree 75 50.0 50.0 50.0
Partly agree 45 30.0 30.0 80.0
Completely disagree 30 20.0 20.0 100.0
Total 150 100.0 100.0
Interpretation: By analysing the above numerical information, it has been found that there are
75 participants out of 150 those who have shown complete agreement that it is servicescape
which plays crucial role in improving employees satisfaction in hospitality sector. Those people
have given such answer as those respondents have analysed the positive change in the
20

behaviour which has taken place as workers are highly satisfied from their job. 50 Person
people have also stated that it is the facilities which has been provided company to is workers
has enable them to get high level of satisfaction from their job.
21

effectserviceclimateonperformanceof workers
Frequency Percent Valid Percent Cumulative Percent
Valid
Positive 85 56.7 56.7 56.7
Negative 30 20.0 20.0 76.7
Both 35 23.3 23.3 100.0
Total 150 100.0 100.0
Interpretation : It has been interpreted from the numerical data present in above table that out
of here are 85 participants have given answer that good service climate have positive influence
on the performance of workers in an enterprise. The findings represents that service climate have
22

optimistic effect on performance of workers in an organisation. Therefore, management in an
organisation is required to take high initiatives for developing effective as well as creative
working environment in an enterprise. By creating the good servicescape as well as working
environment management can assist employees in enhancing their performance at workplace.
Employees stress is significant issue
Frequency Percent Valid Percent Cumulative Percent
Valid
Yes 80 53.3 53.3 53.3
No 50 33.3 33.3 86.7
Dont know 20 13.3 13.3 100.0
Total 150 100.0 100.0
23

Interpretation : By analysing the numerical data present above, it has
been found that according to 80 participants high level of employees
stress is important issue in hospitality sector. Those people have given
such response based on analyse of heavy workload which respondent
stated that leads to high level of stress.
RatingenvironmentprevailinginMariotthotel 24

Frequency Percent Valid Percent Cumulative Percent
Valid
5 star 65 43.3 43.3 43.3
4 Star 50 33.3 33.3 76.7
3 Star 35 23.3 23.3 100.0
Total 150 100.0 100.0
Interpretation: It has been analysed from the information present in the table that out of 150
there are 65 people have given 5 star rating to working environment in Marriott hotel. Those
people have stated that management in an organisation provide all facilities which are required
for delivering services to customers.
25

SatisfiedwiththeworkingenvironmentofMarriott hotel.
Frequency Percent Valid Percent Cumulative Percent
Valid
Completely satisfied 80 53.3 53.3 53.3
Partially satisfied 50 33.3 33.3 86.7
Completely dissatisfied 20 13.3 13.3 100.0
Total 150 100.0 100.0
26

Interpretation: From the numerical data present in above table it has been found that out of 150,
there are 80 people has replied that they are highly satisfied with the Working environment in
Marriott hotel.
changeinemployeesturnoverrateinMariottlafterimprovementinservice climate.
Frequency Percent Valid Percent Cumulative Percent
Valid
Increase in staff turnover rate 50 33.3 33.3 33.3
decrease in employee turnover 70 46.7 46.7 80.0
Both 30 20.0 20.0 100.0
Total 150 100.0 100.0
27

Interpretation: It has been analysed from the information present in the above table that out of
150 according to 50 participants there has been great decline in the employees turnover rate
after the great improvement in service climate.
Strategiesadoptedformotivating employeestochangebehaviour
Frequency Percent Valid Percent Cumulative Percent
28

Valid
Development of reward system 50 33.3 33.3 33.3
Introduction of new policies 80 53.3 53.3 86.7
Implementation of new code of
conduct 20 13.3 13.3 100.0
Total 150 100.0 100.0
29

Interpretation : From the above chart it has been analysed that as per the response provided
by respondent it has been found that out of 150, there are 50 people those who perceives that
the management in Marriott hotel motivates workers to improve their behaviour by
developing attractive policies.
Importanttomaintainqualityofservices. 30

Frequency Percent Valid Percent Cumulative Percent
Valid
Employees engagement 45 30.0 30.0 30.0
High level of commitment from
workers 40 26.7 26.7 56.7
Motivation among workers 65 43.3 43.3 100.0
Total 150 100.0 100.0
Interpretation: It has been found by analysing the information present in the above table that
according to the 65 participants out of 150, motivation among employees is essential in order to
maintain service quality in hospitality sector. In addition to there are 9 respondents those who
believes that employees engagement is crucial for maintaining the quality of services in
hospitality sector.
31

Theconsequencesofineffectiveclimateon an organisation.
Frequency Percent Valid Percent Cumulative Percent
Valid
High level of demotivation
among workers 85 56.7 56.7 56.7
Poor performance of employees 15 10.0 10.0 66.7
Disengage staff 50 33.3 33.3 100.0
Total 150 100.0 100.0
32

Interpretation: From the above, it has been found that as per the view of 85 participants out of
150, high level of demotivation among employees is considered to be as consequences of
ineffective service climate. Those people have given such answers as they themselves has
analysed that some people in organisation has faced difficulty in delivering the services which
has adverse effect on their performance and it has also resulted into high level of demotivation in
employees.
33

Employeestouchpointsthroughwhichenterpriseadministerservice delivery.
Frequency Percent Valid Percent Cumulative Percent
Valid
Completely agree 90 60.0 60.0 60.0
Partially agree 35 23.3 23.3 83.3
Completely disagree 25 16.7 16.7 100.0
Total 150 100.0 100.0
Interpretation : It has been found by analysing the above data that out of 150, there are 90
people those who have shown complete agreement with the statement that workers are touch
points through which an enterprise administer it service delivery.
34

strategiesappliedforimprovingserviceclimate
Frequency Percent Valid Percent Cumulative Percent
Valid
Training to staff 75 50.0 50.0 50.0
Development of new procedures 25 16.7 16.7 66.7
Involving workers in decision
making procedure 50 33.3 33.3 100.0
Total 150 100.0 100.0
Interpretation : According to the opinion of 75 people out of 150 who perceives that training to
workers is the best strategy which can be implemented by management in Marriott hotel in order
35

to bring improvement in service climate. Such answers has been provided by the respondents on
the basis of their analysis that the trained employees in an organisation is making the valuable
as well as significant contribution in bringing improvement in quality of services.
H1: There is not significant correlation between rating of service quality and employees
satisfaction.
Correlations
Serviceclimatepl
aysimportantrole
inmprovingempl
oyeessatisfactio
n
Ratingenvironme
ntprevailinginMari
otthotel
Serviceclimateplaysimportan
troleinmprovingemployeessa
tisfaction
Pearson Correlation 1 .927**
Sig. (2-tailed) .000
N 150 150
Ratingenvironmentprevailingi
nMariotthotel
Pearson Correlation .927** 1
Sig. (2-tailed) .000
N 150 150
**. Correlation is significant at the 0.01 level (2-tailed).
Interpretation : It has been analysed from the numerical data present in the above table that the
Pearson correlation in relation to service climate role in improving employees satisfaction is 1
and in context of rating environment prevailing in Marriott hotel the Pearson correlation is 927.
Which shows that here is significant relationship between two variables. The data in the above
table also states that the workers working in Marriott hotel have given good rating as they are
satisfied with the environment.
There is significant impact of employee satisfaction on their performance.
H0: There is no significant impact of employee satisfaction on their performance at workplace.
H1: There is significant impact of employee satisfaction on their performance at workplace.
Model Summary
36

Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 .926a .857 .856 .316
a. Predictors: (Constant),
Serviceclimateplaysimportantroleinmprovingemployeessatisfaction
Interpretation : From the above information present in the above table, it has been found that in
context of assumption that service climate plays important role in employees satisfaction the
standard error of the estimate could be .316 which could be considered to be as minor error and
is acceptable.
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 88.525 1 88.525 884.723 .000b
Residual 14.809 148 .100
Total 103.333 149
a. Dependent Variable: effectserviceclimateonperformanceof workers
b. Predictors: (Constant), Serviceclimateplaysimportantroleinmprovingemployeessatisfaction
Interpretation : it has been analysed from the information present in the above table that the
dependent variable is service climate on performance of workers and constant variable is service
climate plays important role in improving employees satisfaction. From the numerical data
present in the above table , it has also been found that the regression is 88.525 and difference is
1 which is considered to be as minor and acceptable. In addition to this average is also 88.525 .
Residual is 14.809. , mean square is .100 the average difference is 148.
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) -.005 .062 -.088 .930
Serviceclimateplaysimportan
troleinmprovingemployeessa
tisfaction
.984 .033 .926 29.744 .000
37

a. Dependent Variable: effectserviceclimateonperformanceof workers
Interpretation : In relation to service climate plays important role in employees satisfaction , the
unstandardised coefficient is -.005 and standard error is .062. In relation to dependent variable
the unstandardised coefficient is .984 , standard error is .033 and standard coefficient is 29.744.
To determine the influence of services climate on employees behaviour in Marriott hotel.
H0: There is no significant impact of service environment on employee working behaviour
(Employee turnover) at workplace.
H1: There is no significant impact of service environment on employee working behaviour
(Employee turnover) at workplace.
38

Model Summary
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 .891a .795 .793 .3276
a. Predictors: (Constant), RatingenvironmentprevailinginMariotthotel
Interpretation : From the above it has been analysed that regression is .891 and adjusted
regression square is .793. In addition to this, std error of the estimate is .3276
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 61.447 1 61.447 572.443 .000b
Residual 15.887 148 .107
Total 77.333 149
a. Dependent Variable: changeinemployeesturnoverrateinMariottlafterimprovementinservice
climate.
b. Predictors: (Constant), RatingenvironmentprevailinginMariotthotel
Interpretation : From the information present in the above table it has been analysed that
regression is 61.447 and difference is 1 and mean square is 61.447. In addition to this, residual is
15.887 and difference is 148 and mean square is .107.
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) .411 .066 6.190 .000
Ratingenvironmentprevailingi
nMariotthotel .809 .034 .891 23.926 .000
a. Dependent Variable: changeinemployeesturnoverrateinMariottlafterimprovementinservice climate.
39

Interpretation : It has been found by analysing the information present in above table that in
context of constant variable that is rating environment prevailing in Marriott hotel there si
standard error of .066. and in relation to dependent variable that is
changeinemployeesturnoverrateinMariottlafterimprovementinservice climate the standard error
calculated is .34.
H2 : Service climate play important role in improving employees satisfaction.
H3 : Service climate helps in enhancement of employees performance.
H 4. designing of new servicescape design can be helpful in improving service climate.
Results
It has been found from the above data analysis that there is direct coo relationship
between rating and satisfaction gained by employees from the working environment prevailing
in Marriott hotel. Other fact which has been discovered during investigation is that service
climate prevailing at workplace has great influence on employees working behaviour and also on
their performance at workplace. It has also been found that service climate has direct effect on
the satisfaction gained by workers. The other fact which has been analysed that service
environment prevailing in Marriott hotel is good, but still there are few participants those who
perceives that there is still requirement for improvement in working situations.
CHAPTER 5 : DISCUSSION
Servicescape is a environment in which the services are being delivered to customers.
As per the opinion of Petzer and Mackay, 2014, Servicescape has great influence on the way
employees interact with customers and delivers them services. However, it has been argued by
other author that servicescape does not have any effect on the employees. The author has stated
that it is the servicescape which has significant effect on physical environment. By analysing
the above data it has been analysed that there has been great argument between the authors
about the role of Servicescape and climate in context of service delivery. As according to the
opinion of Prentice, Ma and Wong, 2019., it is the good Servicescape design which helps in
developing good service environment within an organisation. However, other author argues that
it is the servicescape design as well as service environment which assist in developing the
interest of work among employees which is important in order to deliver quality service and
40

good experience to guests. There has also been debate among the authors as well as scholars
related to strategies which can be applied for bringing improvement in the service climate. As
per the view of Yang, 2015 , an organisation can bring positive improvement in service climate
by implementation the effective policies. However,, other author has argued that service climate
can be enhanced by setting standards or enforcing code of conducts. But according to the
opinion of 75 participants out of 150, providing the training to employees is the beat tactics
which can be applied for bringing improvement in service climate. It has been analysed from the
data analysis section that the employees engagement is crucial in order to maintain the service
quality. The fact is supported by the statement of author in literature review section which that
without the engagement of workers, management in an enterprise can not bring improvement in
the quality of services. In addition to this, without the support of employees manager can not
develop good environment at workplace that might further have adverse effect on service
quality.
From the above data analysis , it has also been analysed that out of 150, according to the
response provided the 65 participants they are highly satisfied withy the service environment in
an organisation. However, there are 50 respondents out of 150 those who perceives that there is
still requirement for bringing improvement in service climate. The statement is supported by
literature review section , as according to the opinion of Park and et.al., 2019, if the service
environment is good employees feel motivated and they work dedicatedly for accomplishing
desired business objectives. However, servicescape failure results into high level of
dissatisfaction a well as low morale in employees which has adverse effect on the quality of
service being delivered to customers.
CHAPTER 6 : CONCLUSION
It has been concluded from the above that the design of Servicescape as well as
environment in an organisation has significant influence on employee behaviour and
performance at workplace. The other fact which has been discovered from the above is that
employees stress is considered to be as the biggest issue prevailing in hospitality sector which is
required to be handle quickly, as this factor can lead to negative consequences and can have
adverse effect on the quality of services being delivered to customers. It has been concluded
from the study that Servicescape as well as climate plays important role in providing the good
working experience to customers. The other fact which has been summarised after analysing the
41

information gathered through research is that it is good service climate which enables workers to
deliver quality services to customers. It has also been concluded from the study that an effective
communication as well as coordination between employees and management is very much
essential for maintaining good environment as well as service quality. The other fact which has
been discovered from the above is that servicescape has great influence on level of satisfaction
gained by employees .
CHAPTER 7 : RECOMMENDATIONS
On the basis of above analysis of the information it has been found that Servicescape as
well as service climate has great significant influence on the service quality. Therefore, it has
been recommanded that it is important for management in an organisation to design best
Servicescape and provide good service environment to employees, as this tactics will assist in
improving the quality of services being delivered to customers. Other suggestions to organisation
is that they should provide training to employees, as it is the strategy which will support firm in
delivering the professional services to guests. It has also been recommended that manager in
Marriott hotel should formulate attractive policies, this tactic will provide them an ease in
positively influencing people to change their behaviour. The other suggestion is that reward
system can be develop for positively influencing employees to develop positive attitude and
improve their performance at workplace. It has been recommended that management in an
organisation should conduct internal audit at regular interval of time as this strategy will assist
them in addressing the issues faced by the employees in delivering the services to customers.
Personal meeting can be conducted in order to enables employees to share their problems, views
about the design of Servicescape as well as environment. It is considered to be as the one of the
best strategy for involving workers in decision making process that is crucial for maintaining
the service quality. The other suggestion is that manager or leaders in an organisation is required
to provide all necessary resources as well as facilities to employees that are needed by them for
delivering services to customers. Management in an enterprise is provided with suggestion to
provide continuous instruction , guidance as well as feedback to employees, as this tactics will
assist them in making sure delivery of quality services to customers. It has also recommended
that firm should implement advance technology at workplace, as this strategy will enable
employees to increase their working efficiency as well as productivity which is crucial for
delivering Quality services to customers. By implementing the technology , management can
42

reduce the work pressure on employees which is important in order to positively influence
workers to give their best performance and maintain their positive attitude at workplace.
43

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46

APPENDIX
47

Questionnaire
Ques 1. Do you think that servicescape have effect on behaviour of employees in hospitality
sector?
◦ yes
◦ No
◦ Don't know
Ques 2. Upto what extend you are agree with the statement that service climate plays important
role in improving employees satisfaction in hospitality industry ?
 Completely agree
 Partly agree
 Completely disagree
Ques 3. What type of effect service climate have on performance of workers in hospitality
sector ?
 Positive
 Negative
 Both
Ques 4. Employees stress is significant issue in hospitality industry ?
 Yes
 No
 Don't know
Ques 5. Provide the rating to the environment prevailing in Marriott hotel ?
 5 star
 4 Star
 3 Star
Ques 6. Upto what extend you are satisfied with the working environment of Marriott hotel?
48

 Completely satisfied
 Partially satisfied
 Completely dissatisfied.
Ques 7. Is there any change in employees turnover rate in Mariott hotel after improvement in
service climate?
 Increase in staff turnover rate
 decrease in employee turnover
 Both
Ques 8. What strategies are adopted by management in Mariott hotel for motivating employees
to change their behaviour at workplace ?
 Development of reward system
 Introduction of new policies
 Implementation of new code of conduct
Ques 9. In context of service sector, What is much important in order to maintain quality of
services?
 Employees engagement
 High level of commitment from workers
 Motivation among workers
Ques 10 . What are the consequences of ineffective climate in an organisation ?
 High level of demotivation among workers
 Poor performance of employees
 Disengage staff
Ques 11. Upto what extend you are agree with the statement that employees are touch points
through which an enterprise administer its service delivery ?
 Completely agree
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 Partially agree
 Completely disagree
Ques 12 . Suggest the strategies which can be applied for improving service climate in Marriott
hotel ?
 Training to staff
 Development of new procedures
 Involving workers in decision making procedure
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