aDepartment of Banking and Finance, Faculty of Economics & Administrative Sciences, University of Kyrenia, Kyrenia, Northern Cyprus, Via Mersin 10, TURKEY.
bDepartment of Banking and Insurance, Vocational School of Keciborlu, Suleyman Demirel University, Isparta, TURKEY.
cDepartment of Hospitality Management, Faculty of Tourism, Selcuk University, Konya, TURKEY.
This study investigates the effects of hospitality behavior of bank personnel on customer satisfaction in the case of commercial banks operating in Turkey. The moderating role of servicescape on the effects of bank hospitality on customer satisfaction is also investigated. Results reveal that Turkish citizens are moderately satisfied with the hospitality behaviour of bank personnel and servicescape environment in the banks of Turkey. Regression analyses confirm the hypothesis that bank hospitality exerts positively significant effect on customer satisfaction; however, the hypothesis “servicescape in the banks moderates interaction between bank hospitality and customer satisfaction” cannot be confirmed in this research work.
JEL Classification: G21; L29; C12.
Keywords: Hospitality Behavior; Servicescape; Customer Satisfaction; Moderating Role; Turkey.