The Impact of Hotels’ Servicescapes on Customer Service Innovation Perception and Satisfaction

Chongkun JW

Published on: 2023-02-02

Abstract

This study proposed the perception of innovation service behavior from the perspective of customers, and based on the S-O-R theory, explored the relationship between servicescape, perception of innovation service behavior, customer satisfaction, and the influence of hotel service climate perceived by customers. There are 42 luxury hotels located in Taiwan. This study investigated customers who had stayed in tourist hotels in Taiwan during the past two years. A total of 474 customer questionnaires were effectively recovered. This study found that servicescape and perception of innovation service behavior significantly affected customer satisfaction. Furthermore, the perception of innovation service behavior and the service climate have a positive influence on customer satisfaction, and the service climate strengthens the relationship between the perception of innovation service behavior and customer satisfaction. The main contributions of this study were the integration of the theory of service innovation and service servicescape, the construction of customer-level and service provider/hotel-level factors, and the exploration of the relationship between the perception of hotel servicescape, service climate, service innovation behavior, and customer satisfaction.