酒店服务场景对顾客公民行为的影响:一个链式中介模型

The Effect of Hotel Servicescape on Customer Citizenship Behaviors:A Chain Mediation Model

服务场景对顾客响应的影响研究已得到学术界广泛重视,但其对顾客公民行为的作用效果还没有得到深入探讨。本研究以“刺激—机体—反应”框架为基础,构建一个以感知价值和顾客契合为中介变量的链式中介模型,实证考察酒店服务场景对顾客公民行为的影响机制。利用结构方程模型和Bootstrapping方法,对收集到的619份酒店顾客问卷进行分析,研究发现:(1)实质型和交际型服务场景显著正向影响感知价值,感知价值对顾客拥护行为的正向影响显著,但对顾客反馈行为的正向影响不显著;(2)实质型和交际型服务场景显著正向影响顾客契合,顾客契合对顾客反馈行为和顾客拥护行为的正向影响均显著;(3)感知价值在实质型和交际型服务场景与顾客反馈行为和顾客拥护行为的关系中的简单中介效应不显著,而顾客契合在上述关系中的简单中介效应显著;(4)感知价值和顾客契合在实质型和交际型服务场景对顾客反馈行为和顾客拥护行为的间接影响中起链式中介作用。本研究从服务场所环境要素的视角揭示了顾客反馈行为和顾客拥护行为这两种顾客公民行为的影响机制,既丰富了服务场景驱动顾客响应的现有知识,又能够为顾客契合和顾客公民行为的针对性激发提供有益启示。

In today's fierce market,the power of customers is becoming more and more stronger.Customers no longer simply act as the buyers of products and services,but as the value co-creators of businesses.Customers can co-create values with businesses through various means,such as providing valuable feedback to businesses,sharing helpful knowledge with businesses,and actively recommending businesses to others.Under this background,customer citizenship behaviors receive considerable attention from scholars and practitioners.Customer citizenship behaviors pertain to a type of customer value co-creation behaviors,which emphasize the voluntary and constructive behaviors of customers toward businesses.As customers'extra-role behaviors,customer citizenship behaviors can help businesses achieve organizational performance and other customers enjoy services,thereby improving sustainable advantages of businesses.Therefore,a considerable deal of research has been conducted to explore the underlying mechanism of customer citizenship behaviors.However,none of existing studies to date have investigated the effect of hotel servicescape on customer citizenship behaviors.Customers stay at hotels not just for sleeping purpose,but for the purpose of gaining wonderful experience.Accordingly,hotel servicescape,which reflects the environmental elements of hotels,has the potential power to affect customer attitudes and behaviors.However,few studies have focused on linking servicescape and customer citizenship behaviors.To fill the above research gaps,the present study attempts to examine the role of servicescape in stimulating customer citizenship behaviors in the hotel context.Specifically,on the basis of the“Stimulus—Organism—Response”framework,this study conducts a chain mediation model where perceived value and customer engagement act as mediating variables to investigate the effects of substantive and communicative servicescapes on two types of customer citizenship behaviors:customer feedback behavior and customer advocacy behavior.619 valid questionnaires were collected from hotel customers using convenience sampling approach in Shanghai,Jinan,Guangzhou,and Xiamen,and analyzed using structural equation modeling and the bootstrapping method.The results show that:(1)Substantive and communicative servicescapes have significant positive effects on perceived value;perceived value has a significant positive effect on customer advocacy behavior,but has no significant positive influence on customer feedback behavior;(2)Substantive and communicative servicescapes significantly and positively affect customer engagement,and customer engagement significantly and positively affects customer feedback behavior and customer advocacy behavior;(3)The simple mediating role of perceived value in the relationships between substantive and communicative servicescapes and customer feedback behavior and customer advocacy behavior is not significant,whereas the simple mediating role of customer engagement in the above relationships is significant;(4)The chain mediating roles of perceived value and customer engagement in the effects of substantive and communicative servicescapes on customer feedback behavior and customer advocacy behavior are significant.Theoretically,this study reveals the formation mechanism of the two types of customer citizenship behaviors from the perspective of physical and social environmental cues of hotels.The findings enrich the current knowledge on the servicescape-driven responses by adding customer feedback behavior and customer advocacy behavior as new responses,and also broaden the underlying mechanism of customer citizenship behaviors by addressing the mediating roles of perceived value and customer engagement.In practice,the current study provides some useful implications for hotel managers to promote customer engagement and customer citizenship behaviors.Specifically,hotel managers are expected to pay attention to understanding various elements of substantive and communicative servicescapes,and design excellent and wonderful physical surrounding elements and social environmental cues for customers to satisfy the latter's needs.