Nature based solutions and customer retention strategy: Eliciting customer well-being experiences and self-rated mental health

•This research examined green physical environment as nature-based solutions (NBS).•NBS significantly improved well-being perception and self-rated mental health.•The essential role of NBS in customer retention process was uncovered.•The important moderating nature of environmental value was notable.•Green spaces within a hotel and existing outdoor natural environment were the important constituents of NBS.