Decoding green servicescape effects on hotel revisit intention: A multi-method analysis of configurational and linear mechanisms

This study investigates how a hotel’s green servicescape drives customer revisit intention, addressing the competitive industry challenge of translating sustainability investments into tangible customer loyalty. To this end, we develop and validate a three-dimensional framework of green servicescapes—comprising green physical, human, and brand environments—and construct a multi-item scale to measure customer perceptions. Drawing on a dual-method approach, we integrate partial least squares structural equation modeling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA) to uncover both linear relationships and complex configurational mechanisms. The PLS-SEM results reveal that all three dimensions significantly enhance revisit intention among customers, with the green physical environment exerting the strongest effect. Going beyond traditional analysis, fsQCA identifies two effective dimensional-level pathways (“physical + human” and “physical + brand”) and five distinct item-level configurations, highlighting the principle of equifinality and the coexistence of rational (function-oriented) and experiential (emotion-oriented) customer decision logics. This two-tier configuration analysis offers a more nuanced understanding of how sustainability cues interact, providing both theoretical advancement and practical insights for green strategy in hospitality design.