The Impact of Servicescape on Customer Satisfaction and Behavioral Intention: The Case of Homestay Industry in Thailand

Abstract

Servicescape is a consequential factor affecting consumer attitudes, emotions, and psychology in the hospitality and tourism industry. While the study of servicescape dimensions and their effects on the minds and emotions of homestay customers is rarely found, this research aims to examine six dimensions of servicescape affecting the hedonic experience and customer experience, leading to satisfaction and behavioral intentions. Additionally, this research also revealed the different importance of each dimension of servicescape in order to help businesses to make investment decisions.

The Mehrabian and Russell model (M-R model) and the self-regulation process theory were applied to draw the conceptual model in this research. Thai Tourists who have stayed in certified Thai homestay in Thailand are considered the population. 175 homestays have been certified to Thai homestay standards in 2019 according to the database from the Department of Tourism. The data were collected by 1) mailed questionnaires to homestay group presidents or homestay owners; 2) online questionnaires to homestay customers. A total of 535 questionnaires were analyzed by the structural equation model (SEM).

The results revealed that the model of the study fit and consistent with the empirical results. It was thoroughly seen that all six dimensions of servicescape affected hedonic experience, although ambient condition, space and function, and surveillance affected negatively. Space and function were only dimensions that did not affect customer experience, apart from that, the results of the five dimensions were in the same direction as hedonic experience. In addition, the results showed that both hedonic experience and customer experience have the ability to mediate between the six dimensions of servicescape and customer satisfaction, which found that customer satisfaction is an excellent mediator influencing both types of experience and behavioral intentions. Yet, space and function cannot be mediating variables in the relationship between customer experience and behavioral intentions. The findings indicated that social and cultural appeal most positive influence on both psychological and emotional experiences (namely, hedonic experience and customer experience), while surveillance most negatively influences both types of experience. It can be implied that the hospitality businesses, especially homestays, should invest in social and cultural appeal as the first priority, but they must also emphasize being vigilant, improving and developing surveillance as a top precedence, in order to have a greater positive impact on the minds and emotions of customers.

In conclusion, all six dimensions of servicescape in this research are important to the service businesses that customers are experienced to atmospheres and tangible things, like homestays. The servicescape is necessarily considered for enhancing marketing strategies to create business opportunities as a destination for customers and a competitive advantage in accommodation and tourism, supporting the sustainable growth of organizations.

-