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EMAC 2020 Annual Conference


HOMEYNESS SCALE: DEVELOPMENT OF A MEASURE
(A2020-64490)

Published: May 27, 2020

AUTHORS

Ramazan Yavuz, Bogazici University; Aysegul Toker, Bogazici University

KEYWORDS

homeyness; scale; construct

ABSTRACT

Homeyness plays an important role in shaping consumer experiences in commercial settings. When commercial settings such as cafes are designed to be home-like, customer experiences are favorable. Despite its importance, homeyness was not studied in service marketing literature in depth and does not have a validated scale for its measurement. This study specifies the domain of homeyness and identifies its dimensions of familiarity, authenticity, and security. We further develop a valid and reliable measure of homeyness and validate it in a nomological network through SmartPLS on a sample of 790 respondents. Homeyness has multiple implications for marketing managers as well as public policy makers. First, homeyness has strategic implications for the design of service settings. Consumers are more likely to visit homey places and provide more benefits to the firms. Public service places such as nursing homes can be designed as homey places and occupant satisfactions can be increased.