Design, comfort, and perceived value as mediators between hotel servicescape and customer loyalty

This study examined how hotel servicescape elements influence customer contentment and post-experience behavioural intentions (PEBI). Using multiple servicescape dimensions and scales for contentment and PEBI, standard regression analyses identified key relationships. Design, comfort, and perceived value emerged as strong mediators between servicescape features and PEBI, emphasising their role in building customer loyalty. Ambient conditions and functionality were critical predictors of both contentment and behavioural intentions, underscoring the need for comfortable, efficient hotel environments. Furthermore, spatial layout and decorative elements directly affected PEBI without necessarily enhancing contentment. Meanwhile, signs, symbols, and social aspects of the servicescape influenced select dimensions of contentment with more subtle effects. These findings highlight the importance of strategic investments in physical design, functional flow, and customer-perceived value. The research offers practical insights for hotel managers and scholars, encouraging a holistic understanding of how environmental cues within hotels shape guest experiences and long-term behavioural outcomes.