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.

中文翻译：

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重新审视旅游和酒店服务景观对客户的影响：一种复杂性方法


建筑环境 （servicescape） 对客户心理和行为反应的关键作用已在旅游和酒店业中得到广泛记录。然而，研究人员依靠各种方法来操作 servicescape 对客户响应的影响，但没有一种方法可以解释控制客户如何感知 servicescape 并与之交互的主观性。通过对全方位服务餐厅的定性和定量研究，这项研究表明，客户在配置中感知 servicescape 组件，而不是孤立、临时组或整体地感知 servicescape 组件。此外，与过去的研究所宣称的相反，客户的未来行为反应（即接近/回避）不是以顺序/线性模式出现的，而是通过复杂/组合的过程出现的。基于这些发现，该研究展示了一套方法和分析技术，可帮助研究人员和从业者衡量客户生成的 Servicescape 配置，并确定此类配置塑造客户行为意图的复杂途径。