Research On The Influence Of Hotel Service Scene On Customer’s Visual Comfort And Behavioral Intention

In the era of sensory marketing,scene marketing is not a marketing issue faced by a certain type of hotel,but a major issue in the whole industry.More and more hotels have put the design of service scenes in a more important position,so that consumers can get the perfect accommodation experience.In the service environment,establishing a good service scenario is a key part of enhancing competitiveness.The service scene stimulates the consumer through the senses(eyes,ears,nose,tongue,and body)and psychological feelings,thereby forming different emotions and comfort feelings.Moreover,vision is the most important source of information for human beings,and visual comfort can greatly affect the consumer service experience.Most existing studies focus on thermal comfort,and visual comfort research is rare.Therefore,this thesis aims to explore how hotel service scenarios affect consumer visual comfort and behavioral intentions.In order to quantify visual comfort more scientifically,based on the emotional perspective,this thesis takes the hotel lobby and rooms as the background,and selects three key visual influence factors,illumination,wall tone and decoration style,as the independent variables,and visual comfort as the dependent variable.In order to further explore the mechanism of action between hotel service scene experience and customer behavior,this thesis introduces comfort perception and brand attachment as the intervening variables,service scenario as the antecedent variable,and behavior intention as the result variable,and proposes research hypotheses.In view of the research hypothesis of this thesis,eye movement experiments and questionnaires were conducted in this study.The measurement scale included emotional self-measurement scale,service scene perception scale,comfort scale,brand attachment scale and behavioral intension scale.The eye movement index was measured by the average pupil diameter and the average number of gaze.The obtained data is analyzed by R3.5.0 and Smart PLS3.0 software.The final conclusion of this thesis is that although the function of the hotel lobby and the room is different,the illumination of the lamp,the color of the wall and the decoration style will affect the visual comfort of the consumer.But the consistency of the music style and the decoration style will not enhance the comfort.Hotel service scenes have a significant impact on mobilizing consumer comfort and promoting consumer brand attachment.Enhancing consumer brand attachment and comfort can increase consumers’ preminum purchase,repurchase and recommendation intention.On the one hand,this study used a combination of subjective questionnaires and physiological indicators to measure visual comfort,which quantifies the visual comfort more scientifically compared with the previous methods which are only based on subjective questionnaires.On the other hand,the research results also confirmed the interesting phenomenon that occurs when illumination of the lamp,the color of the wall and the decoration style interact,which enriched the academic research on the visual marketing of the hotel.At the same time,the results also verify that the customer’s perception of the service scene will positively influence its later behavioral intention through comfort feeling and brand attachment,which provides a comfortable service environment for hotel executives and provides a reference for improving customer loyalty.