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.

中文翻译：

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酒店清洁运营：疫后绿色复苏建议


尽管现有的研究已经考察了绿色营销的影响，但有限的研究集中在绿色营销作为清洁生产的一种尝试上。本文通过将清洁生产调整到扩展的绿色服务营销组合（人员、实物证据和流程）中，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。该研究通过调查清洁服务营销在提供健康价值、提高社会质量绩效和良好的差异化优势方面可能产生的影响，进一步为文献做出贡献。作者采用系统评价和调查问卷的混合方法研究来收集数据。为了解决研究问题“企业的绿色方法是否为其利益相关者提供健康价值？”进行了系统回顾。同时向选定的马来西亚三至五星级酒店和度假村的经理分发了 101 套问卷，以证实所提出的假设。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。综合分析的结果解决了公司或任何从业者通过绿色环保可以改善人类健康或感知健康的研究问题。定量分析结果表明，只有绿色过程与社会质量绩效正相关。相比之下，绿色人、绿色实物证据和绿色过程都与差异化优势呈正相关。就此而言，作者强烈建议酒店和度假村公司将绿色作为酒店在疫情后恢复的“清洁”方式。