Servicescapes and value co-creation towards customer satisfaction and customer citizenship behavior among domestic guests of four- and five-star hotels in Malaysia

Customer Citizenship Behavior (CCB) has become an important topic of study due to its role in enhancing service quality. CCB involves customers giving feedback, making suggestions, and helping other customers, which enhances the overall service experience and indirectly helps the hotel operation. This is especially important for luxury hotels, where the experience and value provided are crucial. Negative feedback from hotel guests regarding the physical, social, and smart environment of the hotel has impacted luxury hotels. With the added challenges of rising costs, reduced workforce and complaints regarding hotel servicescape due to the pandemic, hotels increasingly depend on guests for support. The integration of digital technology has changed customer experiences and expectations, so hotels need to keep their services up-to-date. Although previous research has focused on aspects like purchase intentions and customer loyalty towards CCB, there is a gap in understanding how different parts of the hotel servicescape influence CCB. This study aims to fill that gap by examining how physical, social, and smart aspects of the hotel’s servicescape affect value creation, guest satisfaction, and CCB in luxury hotels in Malaysia. The study highlighted six key elements which consist of Physical Servicescape (PS), Social Servicescape (SS), Smart Servicescape (SMS), Value Co-Creation (VCC), Guest Satisfaction (GS), and Customer Citizenship Behavior (CCB). The data collection was conducted through an online survey of 315 guests of a luxury hotel in Malaysia. PLS-SEM was used to analyze the data. The results showed that twelve out of fifteen proposed relationships were significant. Mediation effects were also observed. This study builds on previous research and highlights the importance of managing physical, social and digital aspects of the hotel environment to improve guest value and satisfaction. It also shows that to remain competitive, luxury hotels need to balance traditional services with new technology. This research contributes to understanding how a holistic approach to the servicescape, including both human interaction and technology, can benefit hotel management and enhance guest experiences.

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