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Assessing the Effects of E-Servicescape on Customer Intention: a Study on the Hospital Websites in South Jakarta

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Assessing the Effects of E-Servicescape on Customer Intention: a Study on the Hospital Websites in South Jakarta Available online at www.sciencedirect.com ScienceDirect Procedia - Social and Behavioral Sciences 169 ( 2015 ) 227 – 239 The 6th Indonesia International Conference on Innovation, Entrepreneurship and Small Business, 12 – 14 August 2014 Assessing the Effects of e-servicescape on Customer Intention: A Study on the Hospital Websites in South Jakarta Lukmanul Hakima, Leli Deswindib* abESQ Business School (STIMIK ESQ), Jl. TB. Simatupang Kav. 1, Cilandak, South Jakarta Abstract The impact of the internet is very influential in the development of today’s business world. It is crucial for service providers to use their official website to seize potential customers’ attention by creating a website that impresses them. The role of corporate website in service industry is really important because it can present the intangibility elements (physical surroundings) of the service itself. The purpose of this study is try to examine which element of the e-servicescape on hospital websites that significantly influences customers’ perceived quality to encourage potential customers to use the services of the hospital. Quantitative method is conducted using a Spearman Rank correlation for nonparametric data to obtain a significant relationship value of the variables observed. © 2015 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license ©(http://creativecommons.org/licenses/by-nc-nd/4.0/ 2014 The Authors. Published by Elsevier Ltd.). Peer-review-review under under responsibility responsibility of ofCenter Center for forInnovation, Innovation, Entrepreneurship, Entrepreneurship, and Leadership and Leadership (CIEL), (CIEL), School Schoolof Business of Business and and MaManagementsnagement (SBM), InstitutInstitut Teknologi Teknologi Bandung Bandung (ITB). (ITB). Keywords: e-servicescape; perceived quality; customer intention; nonparametric test * Corresponding author E-mail address: [email protected] 1877-0428 © 2015 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer-review under responsibility of Center for Innovation, Entrepreneurship, and Leadership (CIEL), School of Business and Managements (SBM), Institut Teknologi Bandung (ITB). doi: 10.1016/j.sbspro.2015.01.306 228 Lukmanul Hakim and Leli Deswindi / Procedia - Social and Behavioral Sciences 169 ( 2015 ) 227 – 239 1. Introduction In Indonesia, internet users reached 20 million in 2009, and in 2016 the numbers are expected to reach 100 million users (The world factbook: Indonesia, 2009). From marketing point of view, one of the major impacts that created by internet is the increasing number of companies using websites to interact with prospective customers. The use of corporate website is to develop a brand and at the same time it also offers profound information that do not exist in other forms of promotion (McMillan et al., 2003). Therefore, every company should take advantage of the internet through the company’s website to develop communication with their customers. One of the commercial industries that affected by the developing of internet is service industry. Jeon and Jeong state that internet certainly influences the service industry for instance in hospitality and travel industries, because the use of websites can bring a great impact on business (2009). The role of corporate website in service industry is really important because it presents the intangibility elements (physical surroundings) of the service itself. Furthermore, using internet is a good investment since it is an inexpensive way to promote products or services than a traditional marketing communication campaign (Lagrosen, 2005). Services marketing studies show that service activities between customer and service provider cannot be separated, therefore, it is important to create a physical environment where the service is performed can affect consumer’s perception towards its perceived quality (Wall & Berry, 2007). The physical surroundings or also called servicescape has the power to influence targeted customers and to capture the tangible elements within service organizations like restaurants, hotels, banks, stores, hospitals, and many more (Bitner, 1992). On the contrary, Mummalaneni (2005; Vilnai-Yavets & Rafaeli, 2006) claims that the term of servicescape in cyberspace turned into e-servicescape, while Williams and Dargel (2004) use the term of cyberscape. As the original purpose of the servicescape, the main function of a website using e-servicescape model is to persuade, maintain, and offer some knowledge and information for prospective customers (Josien, 2010). Eventually, e-servicescape of service organizations can affect customers in the virtual world. Table 1. Research Nomenclature No Author Dimensions Area of Research Result 1 Brett L. Abarbanel Research in consumer behavior in (2013) Atmospheric Cues, Financial Trust, Online Gambling online gambling to fill the significant Gambling Value Game gap. Knowledge of servicescape E-servicescape dimensions is crucial. 2 Prior Knowledge Websites, Involvement and Websites, Laurent Josien Identified 4 dimensions for the Consumer's Attitude, Quality of the (2010) E-commerce effectiveness of a website. Empirical Website, Information Content and Websites study approach into 2 concepts: Design, Security and Privacy, information content and design. E-servicescape Physical Aspect, Perception of a web 3 Myunghee Jeon & Ambient condition, design aspects, Miyoung Jeong searching aids and slogans, and Ambient Conditions, Design Lodging Websites (2009) functional aspect ofa B&B website are Aspects, Search Aids & Slogans, (Conceptual the major elements of the e- Functional Aspects Literature Review) E-servicescape servicescapes that affect perceived service quality of a B&B website. 4 A measure of eServicescape is Llyod C. Harris & evaluated that comprises three Mark M. H. Goode Aesthetic Appeal, Layout & Online Shopping dimensions and 52 item while (2008) Functionality, Financial Security Outlets relationship between the dimensions of e-servicescape, trust, and purchase Online Servicescape intentions are described 5 Russell Williams & Internet and the web offer strategic Ambiance Conditions, Various Websites Miriam Dargel opportunities if organisations plan Space/Function, Signs, Symbols & (Conceptual (2004) carefully for the service encounter in its Artifacts Literature Review) Cyberscape new environment - cyberspace Lukmanul Hakim and Leli Deswindi / Procedia - Social and Behavioral Sciences 169 ( 2015 ) 227 – 239 229 2. Research Process It starts with a comprehension of the research approach and followed by the description of the strategy and the design. The selection of topic in the area of services marketing which is the use e-servicescape of hospital websites and continued to search the literature review and secondary data analyses related to the research topic. Next, the process continues to choose an appropriate research method and followed by the designing a questionnaire and also data dispersion. When the data has been distributed, the process continues to collect the data for further analysis. Finally after the data has been analyzed, it is time to make a final conclusion. The research framework is shown in figure 1. Fig. 1 Research Design for e-servicescape 3. Methodology This research will use the positivism paradigm because it meets almost all the criteria that exist in positivism paradigms just like in table 1. A research that uses positivism approach is normally used to assess, classify and quantity an issue that needs to be explained logically (Neville, 2007). Table 2. Research Philosophies Positivism paradigms Phenomenological paradigms Commonly used quantitative data Commonly used qualitative data Large samples Small samples Concerned with hypothesis testing Concerned with generating theories Highly specific and precise data Data is rich and subjective Location is artificial Location is natural Reliability is high Reliability is low Validity is low Validity is high Generalizes from sample to population Generalizes from one setting to another In line with positivism, a relevant theory will be chosen from the literature and suitable techniques will be adopted to collect the required data. Since the research also uses a large sample to generate the data, it cannot adopt the phenomenological paradigm, because this normally requires a small sample, subjective and demands insight and unstructured data. This research particularly is conducted to find the relationship between e-servicescape with the perceived quality of the service and also to investigate the extent to which the customers have the intention to consume the service because of the positive association about the hospital website. Finally, this study tries to examine which element of the e-servicescape on hospital websites that significantly influences customers’ perceived quality to encourage potential customers to use the services of the hospital. Another reason that quantitative analysis is suitable with this topic because qualitative research was not considered suitable, since the objective is not about 230 Lukmanul Hakim and Leli Deswindi / Procedia - Social and Behavioral Sciences 169 ( 2015 ) 227 – 239 getting a deep understanding of social behaviours, but rather to reveal a set of facts of customers’ perceptions toward the use of physical environment on virtual world and its intention to use an actual service. 4. Literature Review 4.1
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