From restorative perception to behavior: the role of servicescape in postpartum recovery

Purpose This study aims to offer both theoretical and empirical insights into optimizing postpartum wellness hotel (PWH) services to enhance maternal well-being. It examines how the PWH servicescape (PWH-SC) influences behavioral intention (P-BI) through environmental restorative perception (P-ERP) and perceived well-being (P-PWB), with self-perceived health status (SPHS) acting as a moderator that reflects individual differences in restorative sensitivity. Design/methodology/approach A cross-sectional survey was conducted with postpartum women who received PWH services. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), this study examines the direct and indirect effects of PWH-SC on P-BI, including mediation and chain mediation via P-ERP and P-PWB, as well as the moderating role of SPHS. Findings PWH-SC significantly enhances P-ERP, P-PWB and P-BI. P-ERP and P-PWB demonstrate independent and sequential mediation effects, respectively, linking PWH-SC to P-BI. SPHS moderates these relationships, with stronger effects observed among women perceiving lower health status. Practical implications This research provides practical guidance for improving postpartum care environments. Enhancing servicescape design and emotional support can aid maternal recovery, increase client loyalty and promote sustainable maternal health practices. The findings also support policymakers and designers in developing restorative, family-inclusive care models. Originality/value By integrating Attention Restoration Theory and Stress Reduction Theory within the PWH context, this study broadens servicescape theory and empirically demonstrates how optimized PWH-SC enhances restorative perception, well-being and behavioral intentions while highlighting individual recovery differences through SPHS.