Modeling the Impact of Customer Experience From the Servicescape in Different Stages of Relationship Lifecycle

The purpose of this research is to developing a dynamic model for the impact of customer experience from the servicescape in the hotel industry. The present research is a mixed research method and it is developmental and applied in terms of purpose. In the qualitative part, a qualitative content analysis with analogy and induction approach has been used and in the quantitative part, the research is descriptive-survey in terms of research method. The statistical population is 60 articles that were purposefully selected based on theoretical data saturation. To analyze the data, special content analysis processes and Maxqda software has been used. In the quantitative part, loyal customers of 4 and 5 star hotels in northwest of Iran were selected for the study after completing a questionnaire. A clustered sampling method was used to select statistical sample. The research hypotheses were tested using structural equation modeling technique and AMOS software. The results of the research showed that the dimensions of the servicescape include substantive staging and communicative staging. The substantive staging and communicative staging have a positive impact on the customer experience; relationship life cycle has a moderating role in the relationship between communicative staging and customer experience.