The collective impact of service workers and servicescape on the corporate image formation

The purpose of this article is to test the impact of cues related to service workers and servicescape on the perception of corporate image by clients in hospitality services. With data collected from two service industries, namely 409 customers of a hotel and 277 clients of a travel agency, and the use of hierarchical multiple regression analysis capable of detecting higher-order and interaction terms, our study reveals a curvilinear relationship with corporate image for service workers and a linear relationship for servicescape. Moreover, the results showed a significant main effect of both service workers and servicescape, as well as their interactive effects on corporate image. The managerial and research implications of the reported study are discussed.