Social servicescape’s impact on customer perceptions of the hospitality brand – The role of branded social cues |
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| Institution: | 1. Department of Tourism and Hospitality Management, School of Sport, Tourism and Hospitality Management, Temple University, 1810 North 13th Street, Philadelphia, PA 19122, United States;2. Department of Tourism and Hospitality Management, School of Sport, Tourism and Hospitality Management, Temple University, 1810 North 13th Street, 325 Speakman Hall, Philadelphia, PA 19122, United States;3. Department of Tourism and Hospitality Management, Temple University, 1810 North 13th Street, Speakman Hall 308, Philadelphia, PA 19122-6083, United States;1. Gabelli School of Business, Fordham University, 140 W. 62nd Street, New York, NY, 10023, United States;2. Koppelman School of Business, Brooklyn College of the City University of New York, 2900 Bedford Ave, Brooklyn, NY, 11210, United States;1. Department of Economics and Business & CRENoS, University of Sassari, Sassari, Italy;2. School of Tourism & Hospitality, University of Johannesburg, Johannesburg, South Africa;3. Otago Business School, University of Otago, New Zealand;4. Department of History, Human Sciences and Education, University of Sassari, Via Zanfarino, 62, 07100, Sassari, Italy;5. Department of Economics and Business, University of Sassari, Sassari, Italy;1. School of Management, Xiamen University, 422 South Siming Road, Xiamen, 361005, China;2. School of Hospitality and Tourism Management, Spears School of Business, Oklahoma State University, Stillwater, OK, 74078, USA;1. Assistant Professor, School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hong Kong Special Administrative Region;2. School of Hotel and Tourism Management, Chinese University of Hong Kong, Hong Kong Special Administrative Region;3. Marriott Professor of Lodging Management, School of Hospitality Management, The Pennsylvania State University, United States |
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| Abstract: | This research examines how the social servicescape (i.e., employee-customer, employee-employee and customer-customer) impacts brand-related outcomes via branded social cues. Informed by theories related to cue consistency and conceptual fluency, results from three experimental studies conducted across sectors and scales of hospitality businesses (i.e., luxury hotel, high-end restaurant and limited-service hotel), indicate that branded social servicescape cues have direct, indirect and interactive effects on brand-related outcomes. In luxury contexts, when the brand’s personality is absent in employee-customer social cues, the negative effects were buffered if brand personality is reflected in employee-employee social cues. Conceptual fluency mediated the relationship between branded employee-customer social cues and brand-related outcomes, which was moderated by branded employee-employee social cues. Conceptual fluency also mediated the relationship between branded customer-customer social cues and brand-related outcomes. This research sheds light on how hospitality firms can leverage branded social cues to enhance customer evaluation of the hospitality brand. |
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| Keywords: | Social servicescape Brand Cue consistency Conceptual fluency Brand evaluation |
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