Examining a Perceived Value Model of Servicescape for Bed-and-Breakfasts

ABSTRACT The purpose of this study was to examine the impact of various determinants on bed-and-breakfast (B&B) guests’ perceived value, which leads to customer satisfaction and positive word-of-mouth (WOM) intentions. Through online surveys completed by 238 B&B guests, the study examined the proposed theoretical framework via the structural equation modeling technique. Physical space and social relationship factors significantly affected B&B guests’ perceived value, customer satisfaction and WOM intentions. The physical space factor contained six dimensions: ambience, layout, decor, signage, image, and cleanliness. The social relationship factor considered attentiveness, professionalism, host-guest interaction, and reliability. The study fills a gap in the literature by establishing a perceived value model encompassing both physical space and social relationship factors in the B&B industry. The study further examines the outcome of satisfaction and WOM. It also provides insights for B&B practitioners to implement in their management and marketing strategies per their guests’ expectations and preferences.