Tiong Ying Ying, Sondoh Stephen Laison, Tanakinjal Geoffrey Harvey, Iggau Oswald Aisat
Department of Marketing, Faculty of Business, Curtin University, Malaysia.
Faculty of Business, Economics and Accountancy, Universiti Malaysia Sabah, Malaysia.
J Clean Prod. 2021 Feb 10;283:124621. doi: 10.1016/j.jclepro.2020.124621. Epub 2020 Oct 14.
Although the extant studies had examined the impact of green marketing, limited research has focused on green marketing as an attempt of cleaner production. This paper contributes to green marketing and cleaner production literature by introducing "clean service marketing" through adaptation of cleaner production onto the expanded green service marketing mix (people, physical evidence and process). The study further contributes to the literature by investigating the possible influence of clean service marketing in providing health value, enhancing social-quality performance and good differentiation advantage. The authors adopted a mixed-method study by systematic review and survey questionnaire to collect data. A systematic review was conducted to address the research question "Do firms' green approaches provide health value to its stakeholder? While 101 sets of questionnaire were distributed to the managers of the selected three-to-five stars hotel and resort in Malaysia to confirm the proposed hypotheses. Partial Least Square-Structural Equation Modeling was employed for quantitative data analysis, and SmartPLS 3.2.8 software was performed to analyze the data obtained. The results of the synthesis analysis addressed the research question that firms or any practitioners by going green could either improved human's health or perceived health. The result of the quantitative analysis revealed that only the green process is positively related to social-quality performance. In contrast, green people, green physical evidence and green process were found all positively related to differentiation advantage. With regards, the authors strongly recommend hotel and resort firms taking green as a "clean" approach for hotels' post-pandemic recovery.
尽管现有研究已经考察了绿色营销的影响，但将绿色营销作为清洁生产尝试的研究却很有限。本文通过将清洁生产应用于扩展后的绿色服务营销组合（人员、有形展示和过程），引入“清洁服务营销”，为绿色营销和清洁生产文献做出了贡献。该研究还通过调查清洁服务营销在提供健康价值、提升社会质量绩效和良好差异化优势方面的可能影响，为相关文献做出了进一步贡献。作者采用了系统综述和调查问卷相结合的混合方法来收集数据。进行系统综述以回答研究问题“企业的绿色举措是否为其利益相关者提供了健康价值？” 同时，向马来西亚选定的三到五星级酒店及度假村的经理发放了101份问卷，以验证所提出的假设。采用偏最小二乘结构方程模型进行定量数据分析，并使用SmartPLS 3.2.8软件对获得的数据进行分析。综合分析结果回答了研究问题，即企业或任何从业者采取绿色举措可以改善人类健康或人们感知到的健康。定量分析结果表明，只有绿色过程与社会质量绩效呈正相关。相比之下，绿色人员、绿色有形展示和绿色过程均与差异化优势呈正相关。鉴于此，作者强烈建议酒店及度假村企业将绿色作为酒店疫情后复苏的 “清洁” 方法。
