Study On The Impact Of Hotel Servicescape On Customer-Employee Interactivity

In recent years,the competition in the hotel industry has become increasingly fierce.As a typical service industry,hotel service provision needs joint participation of customers and employees.In the process of interaction with customers,employees can better meet customers' needs,as well as improving hotel services according to customers' feedback and opinions,which is a process of creating value together.Therefore,the hotel managers are paying more attention to enhance the interactivity between employees and customers for the sake of competitiveness improvement.As one of the early research fields of marketing scholars,servicescape has entered the field of vision of tourism scholars in recent years.Servicescape in hotel,considered as the service environment provided by hotels for customers,will have an important impact on customer experience.Therefore,observing customers' perception of servicescape and behaviors are of great value to the research in the hotel field.In the past,scholars only focus on the impact of physical elements of servicescape on customer behavior,while the role of social elements are overlooked.At the same time,in the mechanism of servicescape on customer behavior,some scholars mainly use customer emotion as a mediation variable while some mainly use customer recognition or evaluation as a mediation variable,which can only partially explain the relationship between servicescape and customer behavior.In addition,there are few empirical tests on the impact of servicescape on customer behavior in the tourism and hotel industry.Based on the specific situation of the hotel industry,from the perspective of service experience,this study considers the Substantive Staging of Servicescape(SSoS)and Communicative Staging of Servicescape(CSoS)as two variables,and discusses the impact of the hotel servicescape on the customer-employee interactivity,trying to explore the role of customer positive affect and customer perceived value.In order to achieve this purpose,this study constructs a theoretical model between the four variables and the empirical analysis method is used to verify the relationship between them.Taking hotel customers as research objects,this study uses questionnaire method to explore the effecting mechanism of hotel servicescape on customer-employee interactivity.After obtaining 208 valid questionnaires,the relationship between the related variables was tested by SPSS 22.0 and Amos 23.0,including descriptive statistical analysis,reliability testing,confirmatory factor analysis,model modification,validity testing and path analysis.The results show that(1)both substantive staging of servicescape and communicative staging of servicescape have a significant positive impact on positive affect;(2)both substantive staging and communicative staging of servicescape can influence customer perceived value;(3)both positive affect and customer perceived value can have a significant positive impact on customer-employee interactivity.Putting servicescape in the hotel context,this study takes substantive staging of the servicescape and communicative staging of servicescape as two variables,and explores the mechanism that the hotel servicescape can influence the interactivity between customers and employees through two paths,both positive affect and customer perceived value,which enriches the research field of servicescape in the tourism industry to a certain extent,as well as providing corresponding literature support and guidance suggestions for the hotel industry that hopes to increase the willingness of customer interactivity,create value together with customers and enhance its own competitiveness.