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It is unclear what constitutes the tourism live streaming (TLS) servicescape and how it affects users' travel intention (TI). The study aims to explore the composition of the TLS servicescape, the influence mechanism of the TLS servicescape on users' TI and the formation of users' TI.

Based on stimulus organism response theory (SOR), we develop a mediation model to explore the influence of TLS servicescape on users' TI. This study collected data from 432 Chinese TLS users through an online questionnaire, and we used the structural equation model and the SPSS PROCESS macro to test the proposed model. In addition, we tested the variable relationships using fuzzy-set qualitative comparative analysis (fsQCA).

TLS servicescape is a second-order variable that can be categorized into physical element (PE), social element (SOE), symbolic element (SYE) and natural element (NE). TLS servicescape influences TI by affecting social presence (SP) and customer engagement (CE). The fsQCA reveals seven combinations of PE, SOE, SYE, NE, SP and CE that form a high TI for TLS users.

Using multiple data analysis methods, the study emphasizes the significance of the TLS servicescape for TLS. It explores how to evoke users' TI in TLS and provides a reference for TLS marketing.

While the rise of chain restaurants has attracted increasing research interest, few studies have taken servicescape into consideration to examine its effects on transformative service outcomes. This study aims to assess how social service elements can provide customers with restorative qualities, though social components are considered vital in constituting a dining locale's servicescape (AKA Social Servicescape).

The study fills the void above by undertaking a survey-based quantitative research method. Using online surveys with a sample of 306 diners, the study employed structural equation modeling to explore a proposed moderated mediation model. A post-hoc interview followed to provide qualitative data to complement the findings developed from surveys.

Results first point to a positive relationship between social servicescape and attention restoration. Moreover, the authors unveil that substantive servicescape has a moderating effect on the relationship of interest, suggesting the interplay of social and built servicescape in promoting restorative experiences.

Social and built stimuli can be intertwined to offer restorative qualities for customers. Through such an intertwined network of relationships, one may derive better mental health resources from hospitality settings.

This research presents new nuances to the existing field of inquiry by linking social servicescape and restoration through an intertwined network of attentional recovery.

This study provides insights into the most salient elements of the Costa Rican bar servicescape/barscape (atmosphere). This is done qualitatively via six focus groups, six expert interviews, and six on-site observations. Results indicate that servicescape elements traditionally covered by the literature are of secondary importance. Participants instead emphasized social elements (other patrons, staff), supplemented by ambience elements (music, lighting, colors, noise, air, odors, scents). Moreover, the underlying socialization interest steered ambience preferences. Results support the increasingly important social servicescape notion. Generalizing traditionally studied servicescape elements across cultures and hospitality settings, as conventionally done, may result suboptimal. Commonalities might exist. However, research should be specifically contextualized to gain more nuanced servicescape understandings. Relating servicescape preferences to macro, meso, and micro considerations further enhances how servicescapes are understood. This study is the first to explore Latin-American barscapes. Notably, it expressly links servicescape preferences to patronage motives. It thereby uncovers why certain servicescape elements become important.

Hotel servicescapes have been extensively examined in the literature; however, there has been less attention on green servicescapes that attract consumers to visit green hotels. This model explores the relationship among green servicescapes – green items, green surfaces, natural environment, green consumerism and their outcomes, including intentions to return and green evangelism with a moderating role of green perceived quality.

The multi-wave method was utilized to gather data from China's major cities, Beijing and Shanghai. A total of 462 responses were received over three waves. Subsequently, the data were analyzed employing structural equation modeling (SEM) in Smart PLS 4.

The findings indicated that green servicescape – green items, green surfaces and natural environment – have a positive impact on green consumerism. The authors have discovered that green consumerism leads to positive intentions among consumers to return and engage in green evangelism. Green perceived quality significantly moderated the relationship between green servicescape and green consumerism.

The study offers insightful contributions to academia and managerial fields, encompassing consumer psychology, consumer behaviour, the stimulus-organism-response (SOR) framework and servicescapes. Additionally, it assists hotel managers in addressing challenges stemming from the competitive environment and creating a more environmentally friendly atmosphere.

The research focused on the innovative reflective model of green consumerism model and adopted a pioneering approach to examine green servicescapes within the hotel industry. This study enhances understanding of consumer intentions to return and the influence of green consumerism on green evangelism, while also quantifying the significance of green perceived quality.

Based on the stimuli-organism-response model and relationship marketing theory, the effect of different dimensions of Servicescape (Ambience, Cleanliness, Functionality, Spatial Layout, Employee Service Quality) on Customer Satisfaction and Behavioral Intention in hospitals during the COVID-19 pandemic are considered.

The study takes a quantitative approach, applying structural equation model using partial least square structural equation modeling to test the hypotheses. A total of 360 responses were collected using questionnaires distributed to different individuals who visited private hospitals in the past two months in India.

Contradicting previous research, this study found that among servicescape dimensions, employee service quality had the maximum influence on customer satisfaction and cleanliness does not have any significant impact on customer satisfaction as hypothesized. Mediation results show that customer satisfaction has a partial mediation effect for all servicescape dimensions except ambience, as both direct and indirect effects are significant. Importance-performance map analysis was performed on the responses collected, and it was found that employee service quality is the most important dimension affecting servicescape, followed by functionality and spatial layout. Thus, health-care institutions should focus on these factors to keep their customers satisfied.

Past studies have focused on the roles of servicescape and customer satisfaction separately. The authors have extended the literature by examining the combined effects of both servicescape and customer satisfaction. The findings from the study, therefore, help in developing a deeper understanding of the literature on the behavior intention relationship in the context of health care, as well as in service marketing.

The purpose of this study is to examine how servicescapes impact well-being and satisfaction of both hospital customers (patients) and health care professional service providers.

The study investigates how a hospital servicescape impacts two critical outcomes – well-being and satisfaction – of both hospital patients (customers) and health care professionals, who are immersed in that environment.

The hospital servicescape had a greater impact on physical, psychological and existential well-being for professionals than for patients. However, the reverse was true for satisfaction. The new servicescape enhanced the satisfaction and physical and psychological well-being of professionals but only the satisfaction of customers.

The study implications for health care policy suggest that investment in health care-built environments should balance the needs of health care professionals with those of customers to benefit their collective well-being and satisfaction.

Based on the findings, the authors propose that servicescape investments should focus on satisfying the physical needs of patients while also placing emphasis on the psychological needs of professionals.

Health care spending on physical facilities should incorporate careful cost-benefit analysis, ensuring that beneficial features for both user groups are included in new hospital designs, omitting features that are less supportive of well-being.

To the best of the authors’ knowledge, this study is the first to compare the impact of the same real-life servicescape on the satisfaction of both customers and service providers (professionals) and considers the critical health outcome of well-being.

The existing literature has examined the determinants of post-purchase behavioral intentions. However, less attention has been devoted to the factors that contribute to perceived usefulness of fast-food restaurants attributes. The current study considers the servicescapes and social servicescapes of restaurants as well as their relationship with customers' perceived usefulness, with the moderating role of customer experience. It also explores how perceived usefulness influences choice process satisfaction and subsequent behavioral responses, including revisit intention and negative word-of-mouth.

Data from 485 fast-food restaurant consumers in Pakistan were collected using purposive sampling. The data were analyzed using both structural equation modeling (SEM) through AMOS 24.0 and the PROCESS macro in IBM SPSS 27.0.

The research revealed that perceived usefulness in fast-food restaurant industry is positively influenced by servicescapes and social servicescapes. Similarly, choice process satisfaction is primarily caused by perceived usefulness and affects behavioral responses. It also found that choice process satisfaction is positively associated with revisit intentions and negative word-of-mouth. Customer experience significantly moderates the relationship between ambient condition, facility aesthetic, layout, perceived similarity and perceived usefulness. However, customer experience insignificant moderates the relationships of physical appearance and suitable behavior with perceived usefulness.

The findings provide insightful information for both academic and managerial fields, contributing to the literature on consumer psychology, consumer behavior, servicescapes and the stimulus-organism-response theory. The study also assists restauranteurs in the fast-food restaurant industry in overcoming the challenges posed by a highly competitive environment and developing strategies based on consumer perceptions.

This study, conducted in Pakistan, took a pioneer step in testing and confirming a novel perceived usefulness model that incorporates not only servicescapes but also social servicescapes in consumer behavior. It enhances the knowledge of consumer visit intentions by quantifying the significance of perceived usefulness developed by different servicescapes.

Previous research has been unable to provide a comprehensive method for measuring environment-based experience and its outcomes although it is an essential determinant of the museum experience. Therefore, this paper aims to present a measurement method for exploring how visitors’ servicescape experiences affect their positive word-of-mouth intention (PWOM).

Data were collected by surveying 810 visitors to 3 museums (i.e. Louvre, Pera and Key) representing different museum types. The research model was validated by using partial least squares structural equation modeling.

The predicted associations between sensory, spatial and social experiences, and PWOM were confirmed for Pera. In the Louvre and Key, however, only sensory and social experiences were positively associated with PWOM. In addition, the moderating effect of building type on the relationship between spatial experience and PWOM was demonstrated.

This paper contributes to the servicescape, customer experience and museum literature in several ways. Firstly, this study proposes a measurement method for servicescape experiences. Secondly, this study introduces servicescape experiences as new types of customer experience. Thirdly, this study provides insightful implications for the museum literature and professionals by highlighting how servicescape experiences affect PWOM across different types of museums.

Servicescape is well recognized by marketing scholars as a key influence in transformative service outcomes. However, the concept of enabling transformative health outcomes through physical servicescape design is often overlooked. The purpose of this study is to integrate marketing's servicescape research with birth territory theory and the enabling places framework, conceptualizing a Co-Curated Transformative Place (CCTP) framework.

This cross-disciplinary conceptual paper uses three places of birth (POB) servicescapes for low-risk birthing women to ground the CCTP framework.

Positioned within transformative service research, this study shows how POB servicescapes are CCTPs. The organizing framework of CCTP comprises four key steps founded on agile and adaptive co-curation of physical place resources.

This study extends the servicescape conceptualization to incorporate the continuum of terrain, introducing adaptive and agile co-curation of places.

The materiality of place and physical resources in CCTP are usefully understood in terms of co-curated substantive staging according to service actor needs. The CCTP servicescape maximizes desired value outcomes and quality experience by adaptive response to service demands and service actors’ needs.

Theoretical discourse of health servicescapes is expanded to focus on the material components of place and their foundational role in generating resources and capabilities that facilitate the realization of service value. In the CCTP, service actors flexibly select, present and adapt physical artifacts and material resources of the service terrain according to dynamic actor needs and service responsibilities, enabling transformative outcomes. Co-curation facilitates reciprocal synergy between other dimensions of place and servicescape.