Revisiting the effects of tourism and hospitality servicescapes on customers : a complexity approach

Gounaris, Spiros and Chatzipanagiotou, Kalliopi and Karantinou, Kalypso and Koritos, Christos (2025) Revisiting the effects of tourism and hospitality servicescapes on customers : a complexity approach. Tourism Management, 107. 105068. ISSN 0261-5177 (https://doi.org/10.1016/j.tourman.2024.105068)

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Abstract

The critical role of built environment (servicescape) on customers’ psychological and behavioral responses has been extensively documented in tourism and hospitality. Researchers, however, have relied on a variety of ways to operationalize the servicescape effects on customers' responses, none of which accounts for the subjectivity governing how customers perceive and interact with the servicescape. Through a qualitative and a quantitative study across full-service restaurants, this study demonstrates that customers perceive servicescape components in configurations rather than in isolation, ad hoc groups, or holistically. Moreover, contrary to what past research has declared, customers’ future behavioral responses (i.e., approach/avoidance) emerge not in a sequential/linear mode but rather through a complex/combinatory process. On the basis of these findings, the study showcases a set of methods and analytical techniques for helping researchers and practitioners gauge customer-generated servicescape configurations and identify the complex pathways through which such configurations shape customers’ behavioral intentions.

ORCID iDs

Gounaris, Spiros ORCID logoORCID: https://orcid.org/0000-0002-1328-8512, Chatzipanagiotou, Kalliopi, Karantinou, Kalypso and Koritos, Christos;
  • Item type:Article
    ID code:90764
    Dates:
    Date
    Event
    April 2025
    Published
    5 October 2024
    Published Online
    2 October 2024
    Accepted
    12 January 2024
    Submitted
    Subjects:Social Sciences > Commerce > Business
    Department:Strathclyde Business School > Marketing
    Depositing user: Pure Administrator
    Date deposited:03 Oct 2024 16:06
    Last modified:17 Nov 2024 01:26
    URI:https://strathprints.strath.ac.uk/id/eprint/90764
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