FROM BIBLIOMETRIC ANALYSIS TO INTEGRATED FRAMEWORK: AN EMPIRICAL STUDY OF CUSTOMER BEHAVIOR THROUGH PHYSICAL, SOCIAL, AND INTELLIGENT SERVICESCAPES IN SMART AMUSEMENT PARKS

Abstract

As service environments become increasingly immersive and technology-driven, understanding how physical, social, and intelligent design elements influence customer behavior has become a critical concern in tourism and experience research. This study investigates how multidimensional servicescape factors interact to shape customer perception, satisfaction, and loyalty in the context of smart amusement parks—digitally augmented leisure environments that combine spatial design, social interaction, and intelligent systems. To address this objective, a bibliometric analysis of the servicescape literature was conducted to identify prevailing themes and research gaps. A conceptual model was then derived from the Stimulus–Organism–Response (S–O–R) framework and tested using partial least squares structural equation modeling (PLS-SEM) with data from 399 valid responses collected via a mixed-mode survey. The findings confirm that physical, social, and intelligent servicescapes significantly influence customer perception, which in turn drives satisfaction and loyalty. Notably, customer perception acts as a key mediating mechanism between servicescape dimensions and behavioral outcomes. The study also highlights the indirect effects of intelligent servicescape through social interaction pathways. This research contributes to the literature by integrating fragmented perspectives on servicescape into a unified empirical model and extending the scope of inquiry into digitally enhanced service settings. For practitioners, the results emphasize the need for a holistic approach to smart service design—balancing physical aesthetics, social dynamics, and intelligent technologies to create emotionally engaging and loyalty-enhancing experiences.