Conclusion Future Trends Thirumaran Over the past 5 years, Dr. Thirumaran’s research focus has been on Singapore,

4.6 Conclusion

The study results suggest that adventure motivation associates with interior layout; social motivation affects interior layout, and social factor and idea motivation asso- ciates with social factor in Surabaya. In the retail context, shopping goals can direct attention and infl uence behaviour. In addition, most motivation defi nitions emphasise that motivation is an important infl uence on people’s actions Lawson et al. 1996 . The perception of service quality has a positive association with interior layout and social factors. The fi ndings of this study in Surabaya support this defi nition of perceived service quality in terms of the customer-employee interaction and physi- cal environment. In addition, Parasuraman et al.’s 1988 SERVQUAL model includes the tangible component to represent physical evidence of the service. Store patronage satisfaction associates with the perception of service quality in Surabaya. The emergence of the perception of service as the most important vari- able to infl uence satisfaction is reasonably acceptable. This study also confi rms the relationship between repatronage intention and store patronage satisfaction.

4.7 Future Trends

As the research fi ndings indicate that hedonic shopping goals are an important fac- tor to infl uence the perception of store atmosphere, retailers should consider this factor when designing store atmosphere. Retailers should consider hedonic shopper goals when designing all store atmosphere components: interior layout, design fac- tors, social factors and store attractiveness. For example, in relation to interior lay- out, retailers should have a well-organised layout and an impressive interior in order to enhance a response from adventure and social motivation shoppers. advent β=0.29 p0.01 β=0.28 p0.01 β=0.18 p0.01 β=0.31 p0.01 β=0.10 p=0.15 β=0.66 p0.01 β=0.51 p0.01 β=0.28 p0.01 social interior service satis repatron socfac idea R 2 =0.23 R 2 =0.15 R 2 =0.10 R 2 =0.44 R 2 =0.26 Fig. 4.1 Results of PLS analysis balitrulyyahoo.com The perception of service quality relates to store atmosphere particularly interior layout and social factors. Therefore, to develop a superior service quality percep- tion, retailers should emphasise social factors and interior layout. This fi nding suggests that store patronage satisfaction is infl uenced by service quality at the store. Therefore, retailers should increase the perception of service quality in order to increase store patronage satisfaction. This satisfaction can, in turn, increase shoppers’ repatronage intentions. References Arnold MJ, Reynolds KE 2003 Hedonic shopping motivation. J Retail 792:79 Babin BJ, Attaway JS 2000 Atmospheric affect as a tool for creating value and gaining share of customer. J Bus Res 49:91–99 Babin BJ, Darden WR, Griffi n M 1994 Work andor fun: measuring hedonic and utilitarian shop- ping value. J Consum Res 20:644–656 Baker J 1986 The role of the environment in marketing services: the consumer perspective. In: Czepiel JA, Congram CA, Shanahan J eds The services challenge: integrating for competitive advantage. 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Int J Retail Distrib Manag 4010:778–789 Tjong Budisantoso is a lecturer of Marketing at James Cook University, Singapore campus. He received International Postgraduate Research Scholarship IPRS from the Australia Commonwealth Government in 2002. He has intensive researches in branding and retailing. Bhati Abhishek is responsible for overseeing academic governance and administration and intro- ducing strategies to enhance student experience for the College of Business, Law and Governance programmes offered in the Singapore campus. He has worked in the education industry with lead- ing providers for more than 14 years. He is particularly interested in the impact of tourism on the economy as well as social sustainability. His PhD thesis studies tourist vandalism, motivation factors of a vandal’s behaviour and effectiveness of stakeholder responses. His other projects include incorporating ‘work integrated learning’ WIL-based learning strategies in tertiary educa- tion. His recent project involved implementing WIL in university curriculum Adrian Bradshaw is a lecturer at James Cook University, Singapore campus. His major research areas include IS evaluation, strategic IS, IS business alignment and digital innovation. He has received research grants, published journal papers and conference papers and book chapters as well as edited various books. Chun Meng Tang is employed as a lecturer of Business at JCU, Singapore. He has a background in Computer Science and Physics and a career in information technology management, administra- tion and support before attaining his PhD in Management. He has a keen interest in qualitative research and the application of qualitative methods to business management, knowledge manage- ment and information systems development. balitrulyyahoo.com 65 © Springer Science+Business Media Singapore 2016 P. Mandal, J. Vong eds., Development of Tourism and the Hospitality Industry in Southeast Asia , Managing the Asian Century, DOI 10.1007978-981-287-606-5_5 Chapter 5 The SWOT Analysis of Turkish Airlines Through Skytrax Quality Evaluations in the Global Brand Process Erkan Sezgin and Deniz Yuncu Abstract Skytrax is a foundation which collects consumer evaluations questionnaires of airlines, airports, airport lounges, cabin services and caterings, and air cabin crew in order to consolidate evaluations and scores airlines and airports from one star to fi ve stars. Skytrax evaluations of both Turkish Airlines TK and Singapore Airlines SQ are compared in this particular study. The reason for such benchmarking is to identify the strengths and weaknesses of four-starred TK in contrast to distinguished and permanent fi ve-starred SQ. Strengths, weaknesses, opportunities, and threats SWOT analysis is implemented on both airlines’ Skytrax criteria, and results revealed that TK has signifi cant weaknesses on three main topics which are “cleanli- ness,” “staff presentation,” and “handling delayscancelations.” Keywords Skytrax • Branding • Airlines • Services quality • SWOT analysis

5.1 Introduction