Cleaner operations in hotels: Recommendation for post-pandemic green recovery.

摘要: Abstract Although the extant studies had examined impact of green marketing, limited research has focused on marketing as an attempt cleaner production. This paper contributes to and production literature by introducing “clean service marketing” through adaptation onto expanded mix (people, physical evidence process). The study further investigating possible influence clean in providing health value, enhancing social-quality performance good differentiation advantage. authors adopted a mixed-method systematic review survey questionnaire collect data. A was conducted address question “Do firms’ approaches provide value its stakeholder? While 101 sets were distributed managers selected three-to-five stars hotel resort Malaysia confirm proposed hypotheses. Partial Least Square-Structural Equation Modeling employed for quantitative data analysis, SmartPLS 3.2.8 software performed analyze obtained. results synthesis analysis addressed that firms or any practitioners going could either improved human’s perceived health. result revealed only process is positively related performance. In contrast, people, found all With regards, strongly recommend taking “clean” approach hotels’ post-pandemic recovery.