This paper aims to explore how customer engagement behaviors and brand loyalty are enhanced through customers’ preferences of m-servicescape, based on the S-O-R model as a theoretical background.
A cross-sectional, online, self-administered survey method was conducted to examine proposed relationships by recruiting previous users of hotel mobile apps in the USA.
Results identified aesthetics, functionality and symbolism preferences of the m-servicescape fulfilled customers’ evaluations on autonomy and relatedness needs fulfillment, which positively influenced their engagement behaviors and brand loyalty.
This study contributed to mobile marketing research by investigating customers’ preferences of m-servicescapes that enhanced customers’ positive responses in the hotel industry.
Practical implications are as follows: using a holistic approach to explore mobile service environments in fulfilling customers’ needs, enhanced customers’ engagement behaviors and brand loyalty.
This study proposed and empirically investigated the role of m-servicescapes in customers’ evaluations on needs fulfillment and their positive responses in the hotel industry.
本论文以 S-O-R 模型为理论基础, 旨在探索m-服务场景如何促进客户参与行为和品牌忠诚度。
本论文采用横向研究、在线问卷采样形式, 美国酒店移动 app 用户为问卷样本, 来对假设关系进行验证。
m-服务场景的美观、功能性、和象征意义对顾客自治、相关需求满足有促进作用, 从而积极提高他们的参与行为和品牌忠诚度。
本论文通过探索酒店顾客m-服务场景偏好与顾客积极反馈的关系, 对移动营销研究做出贡献。
本论文建议企业使用整体策略来加强移动服务场景对于顾客需求的满足, 从而提高了顾客参与行为和品牌忠诚度。
本论文提出并且验证m-服务场景对于酒店顾客需求满足和积极反馈的作用。
关键词： 服务场景, 酒店移动 app, 顾客参与行为, 品牌忠诚度, S-O-R 模型
