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Research on Customer Behavioral Intention of Hot Spring Resorts Based on SOR Model: The Multiple Mediation Effects of Service Climate and Employee Engagement

Author

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  • Zhengyan Guo

    (Chinese International College, Dhurakij Pundit University, Bangkok 10210, Thailand)

  • Yao Yao

    (Chinese International College, Dhurakij Pundit University, Bangkok 10210, Thailand)

  • Yuan-Cheng Chang

    (Chinese International College, Dhurakij Pundit University, Bangkok 10210, Thailand)

Abstract

Based on the stimulus–organism–response (SOR) model, this study explored customer behavioral intentions and influencing factors in the service industry, represented by hotels. It studied the servicescape, customer emotions, and customer behavioral intentions. PROCESS analysis was conducted on 305 valid questionnaires collected from hot spring resorts. The study found that servicescape can predict customer behavioral intentions, that customer emotions have a partial mediating effect in the influence of servicescape on customer behavioral intentions, and that service climate and employee engagement have multiple mediation effects in the SOR model. Therefore, the researchers suggest that hotels can improve customer perceptions through decoration and staff management, and thereby develop the hotel in a sustainable way.

Suggested Citation

  • Zhengyan Guo & Yao Yao & Yuan-Cheng Chang, 2022. "Research on Customer Behavioral Intention of Hot Spring Resorts Based on SOR Model: The Multiple Mediation Effects of Service Climate and Employee Engagement," Sustainability, MDPI, vol. 14(14), pages 1-15, July.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:14:p:8869-:d:866969
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