Influence of perceived services cape on the customers' repatronage intentions in selected leisure centres in Mbale district, Uganda

Abstract

The degree of excitement which customers experience while consuming the leisure services may be a determinant of their satisfaction with the service experience. The services cape is important because it can either enhance or suppress these emotions. This study titled influence of perceived services cape on customers' repatronage intentions therefore sought to assess the influence of consumers' perceptions of the services cape with their level of satisfaction with the leisure service and their subsequence repatronage intentions in selected cinema, theatre and video halls in Mbale District. Research tools for eliciting data included questionnaires, observation schedules and interviews. A random sample of 140 respondents (28% of the population) was selected from purposively selected leisure centres. Through open coding variables were contrasted, compared and relationships established. Analysis was by constant comparative analysis that implored grounded theory methods to compare layout accessibility, facility aesthetic, seating comfort, electronic equipment and displays, and cleanliness. Findings showed that the respondents who perceived the services cape to be of high ,quality reported higher levels of satisfaction with the services cape and hence were willing to repatronage (32%). Respondents who perceived the services cape to be of low quality experienced less excitement and reported lower levels of satisfaction (68%). Respondents who felt crowded were less excited about the services cape and perceived it to be of lower quality (68% ). Respondents who were highly involved in the service centres expressed higher levels of satisfaction with the services cape and indicated a greater willingness to continue using the facilities (58.6% ). Gender did not affect the customers' desire to stay at the center, their perception of the services cape and level of satisfaction. Age significantly affected client's desire to repatronage the leisure service centres. The level of satisfaction varied across the leisure service scale with respondents in upper scale exhibiting higher level (JL= 4.333), middle scale (f.l= 3.903) and lower scale (f.l=3 .199). Facility esthetics, P-value=0.600, layout accessibility P-value=0.368 and electronic equipment and displays had no significant effect on repatronage intentions. Layout accessibility Pvalue= 0.088, facility esthetics P-value=0.161 and crowding P-value =0.337 had no significant effect on satisfaction. Cleanliness of leisure centres P-value=0.397 and electronic equipment and displays P-value=0.363 had no significant effect on the quality of the facility . Recommendations included: managers should pay careful attention to each aspect of the servicescape to ensure that customers are satisfied both with the primary and holistic service experience. Managers/service providers should check and improve on sitting comfort and cleanliness of their leisure centres to bring about increase in customers' desire to stay or repatronage the place. Managers of leisure service centres should provide ample space to facilitate exploration and stimulation within the services cape. Proprietors of leisure centres should have some mode of electronic information and entertainment to make stay in the facility more exciting and satisfying. Signs, symbols, and artifacts should be put in place to help customers draw cues in the environment by the service providers. Policy implementers, particularly the district medical officers and health inspectors should ensure that managers of leisure centres follow health/safe