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This study aims to examine the effect of entrepreneurial orientation (EO) on the export performance of apparel small- and medium-sized enterprises (SMEs) and the role of multiple differentiation strategy as a mediation effect between their relationships. It has also investigated the moderation impact of export market category between EO and performance relationship. The multiple differentiation strategy comprises the product (PDD), customer (CTD), service (SVD) and brand (BDD) differentiations.

A cross-sectional survey was carried out by providing a questionnaire to senior managers and owners of the apparel SMEs from the developed and developing markets exporters. The primary data of 550 was treated by the partial least squares-structural equation modelling) technique for final analysis.

The study revealed EO’s positive and significant effect on SMEs’ export performance. The study has found the mediation effect of product, customer and brand differentiation strategies between EO and export performance relationships from the mediation analysis. In contrast, service differentiation has found no mediation effect. However, the moderation effect (export market category) has revealed an insignificant effect between EO and performance association.

The findings of this study are based on one country data analysis. This study has been conducted in the SMEs of the apparel industry in Bangladesh, considering only owners and senior-level managers of the firms.

This research has drawn the attention of managers/owners to EO and multiple differentiation strategies enhancing export performance from the developing country context, such as Bangladesh. Multiple differentiation as a competitive strategy is the pioneer application of mediating effect between EO and export performance relationships. Moreover, this research has investigated the effect of the export market category as a moderator. Dearth research has applied the export market category to investigate the moderation effect between EO-performance models. Therefore, current research has theoretical and practical contributions to the international entrepreneurship and strategic management literature.

Photos are powerful tools to attract individuals’ attention and convey service experiences. Yet exactly how visual cues in a photo contribute to the perceptions of the staged servicescape, and how these perceptions inspire online booking/reservation behaviors, remains underexplored. Addressing the gap, this study aims to uncover (1) how perceptual information mediated by an online photo contributes to the formation of consumers' holistic perceptions of the service environment and (2) how such consumers' holistic perceptions further influence customers' online purchasing behaviors.

This research adopts an innovative crowdsourcing approach and refers to field data on consumers' online hotel booking behaviors to examine relationships among inferred servicescape dimensions, consumers' holistic perceptions of the mediated servicescape and their actual online booking/reservation behaviors (e.g. page-view and meta-click behaviors).

Confirmatory factor analysis and path analysis indicated that five mediated servicescape dimensions (i.e. color, lighting, furnishings, layout and style) contribute significantly to consumers' perceptions of the mediated servicescape (CPMS) and exert different impacts on CPMS. Connecting the crowdsourced rating and consumer behavioral data, CPMS is found to influence consumers' aggregated page-view and meta-click behavior, especially in the US market.

Building upon servicescape theory, the medium theory and the online booking literature, this research proposes a novel conceptual framework of CPMS to theorize the process by which visual cues in online photos contribute to CPMS and subsequent online purchase behaviors. Findings from this research extend Bitner's servicescape framework to mediated service contexts and provide practical implications for promoting service businesses.

The servicescape model has been widely adapted in various service industries, but this model may not be applicable if the exhibition is transformed from physical to online. Moreover, there is only a handful of research on online exhibitions; studies focusing on visitor behaviors from various types of online exhibitions and the differences between genders are still lacking. This study aims to examine the different variables in the e-servicescape model and discuss how e-servicescape affects visitor behavior based on the exhibition types and gender differences.

The e-servicescape model is adapted in this study. Qualitative interviews were conducted prior to a quantitative online survey to examine by regression analysis the relationships among the dimensions in e-servicescape and how it affects visitor subsequent behavior. Data analyses are based on the differences between exhibition types and gender differences in response to the three environmental dimensions, namely, aesthetic appeal, layout and functionality, and security concern.

The findings show that visitors pay more attention to artistic enjoyment in art-related exhibitions and focus on informative issues in other types of exhibitions. “Aesthetic appeal” and “layout and functionality” are important to both genders, but little concern is shown to computer security issues. Female visitors are concerned with aesthetic design and male visitors stress layout and functionality elements. In terms of the security concerns, females have no concern about cookies function, while males have no concern on leaving search history on the website.

There is no previous relevant research on the relationships and influence between e-servicescape and online exhibition; this study focuses on the application of e-servicescape to the online exhibition industry and helps fill this research gap.

Though many conceptual and empirical studies have been conducted on the servicescape, limited research has focused on how the COVID-19 pandemic has reshaped factors influencing the servicescape. This paper aims to propose an extension of Bitner’s original conceptualization, including pandemic-induced physical and social constraints on servicescape in the form of crowding, consumer risk perception during the crisis and their impact on consumers' and employees’ behavioral changes in retail and hospitality sectors.

This paper critically reviewed the past and emerging servicescape and risk literature. It then examines and delineates the concepts of crowding, density and associated risk perceptions to offer an extended servicescape framework. Alongside, scales were proposed to measure the constructs and guidelines given to conduct future empirical studies.

This paper discussed the major impact on servicescape during a pandemic situation, to what extent risk is perceived during consumption and the impact of crowding and store density on employee and customer behavioral responses.

This paper principally contributes by explicitly including specific risk dimensions and crowding and proposes the scales to measure consumers’ understanding of pandemic-induced perceptions of risk, crowding and density within servicescapes for further empirical testing. Alongside this, the identification and concretization of different types of perceived risks under COVID-19 provide critical and useful marketing implications.

This study identifies relevant risk dimensions, proposes crowding as an independent construct apart from servicescape physicality and proposes relevant measures for empirical verification.

The paper aims to illuminate the relationship between attitude toward the hotel’s website (e-servicescape) and purchase intention. It proposes modeling the dimension of the hotel’s website, its impact on building attitude toward the website and the relations with purchase intention. Further, the role of social risk arising from COVID-19 on the relationship between attitude and purchase intention is explored.

The authors conducted empirical research using an online questionnaire based on a comprehensive evaluation of prior literature. The online questionnaire has 15 questions, and data is gathered from guests who have visited the hotel’s website in the preceding year. SmartPLS was used to analyze the data. Attitude toward the website has been identified as a higher-order factor, and a two-stage embedding technique was adopted for analysis.

The paper gives empirical evidence about how different dimensions of a hotel’s website influence one’s attitude. The finding indicates that the ambience factor, i.e. how effectively a website provides a pleasant and interesting atmosphere for online visitors, is the most critical component for attitude development. Additionally, the finding reveals the negative moderating effect of social risk on the relationship between attitude and purchase intention.

Since demographic factors play a significant role in the social-risk component, the study findings may lack generalizability. As a result, scholars are urged to do more study on the offered ideas.

The paper includes implications for the development of a better e-servicescape, which should incorporate the dimensions discussed in the study to entice the customers for hotel booking and can remove the fear of social risk.

This paper addresses an established need by examining how social risk affects the relationship between attitude toward a website and purchase intention.