HOMEYNESS IN SERVICE SETTINGS: CONCEPTUALIZATION AND THE DEVELOPMENT OF A MEASURE
(A2021-94676)

AUTHORS

Ramazan Yavuz, Bogazici University; Aysegul Toker, Bogazici University

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 model through structural equation model in SmartPLS on a sample of 790 respondents. Homeyness has multiple strategic implications for marketing managers. When service settings are designed homey, consumers are more likely to visit these places and provide more benefits to the firms. After extended periods of homestay due to pandemic, homeyness will contribute an enhanced transition to the consumers’ return to public service settings.