مقاله انگلیسی رایگان در مورد مدل سازی ارتباط ارزش درک شده هتل، رضایت و وفاداری مشتری – الزویر 2018

Introduction

The relationship between a customer’s perception of value and both customer satisfaction and customer loyalty has long been studied in different sectors of the service industry (see for instance, Cronin et al., 2000; Choi et al., 2004; Gallarza and Saura, 2006; Chen, 2008; Chen and Tsai, 2008; Howat and Assaker, 2013; El-Adly and Eid, 2016). However, a question that may arise in this regard is: Which customer perceived value was studied in previous research that addressed this relationship? Most previous research that examines this relationship in the service context considers customer perceived value as a unidimensional construct that is concerned only with the customer’s valuation of money or price or cost (e.g., Cronin et al., 2000; Kandampully and Suhartanto, 2000; Bei and Chiao, 2001; Choi and Chu, 2001; Sirdeshmukh et al., 2002; Hellier et al., 2003; Choi et al., 2004; Wang et al., 2004; Chen and Quester, 2006; Lin and Wang, 2006; Chen, 2008; Chen and Tsai, 2008; Ryu et al., 2008; Han and Ryu, 2009; Hu et al., 2009; Lai et al., 2009; Chen and Chen, 2010; Hume and Sullivan Mort, 2010; Yoon et al., 2010; Hsin Chang and Wang, 2011; Lai and Chen, 2011; Chen, 2012; Tanford et al., 2012; Howat and Assaker, 2013). Studying customer perceived value as a unidimensional construct that focuses only on cost, price, or money is, however, a very narrow and simplistic method, which ignores other important aspects that enrich the usefulness of the construct (Sweeney and Soutar, 2001; El-Adly and Eid, 2015). At one extreme, a very few researchers have considered it a single item scale that measures overall customer value only (e.g., Oh, 1999; Murray and Howat, 2002), but using a single item construct does not often reflect the fullness of the theoretical construct and its reliability cannot be assessed (Wang et al., 2004). At the other extreme, a small number of researchers adopt customer perceived value as a multidimensional construct (e.g., Williams and Soutar, 2009; Wu and Liang, 2009; Chen and Hu, 2010; Ryu et al., 2010; El-Adly and Eid, 2016). Specifically, in the hotel service industry, most research that studies the relationship between customer perceived value, customer satisfaction, and customer loyalty has considered customer perceived value as a unidimensional construct with emphasis on value for money. This limited perspective on customer perceived value ignores other important dimensions of value that could be derived from the complete hospitality experience that the hotel guest might get during his/her stay in the hotel and may have a great influence on his/her satisfaction with the hotel and consequently his/her subsequent loyalty to it. Therefore, this study aims to broaden the view of customer perceived value in the hotel context through studying it as a multidimensional construct that reflects the complete hospitality experience and to investigate its influence on both customer satisfaction and customer loyalty to the hotel. This study would add to the literature of hotel customer perceived value, customer satisfaction with it, and customer loyalty to it in several ways. First, it conceptualises and empirically validates the perceived value of hotels as a multidimensional construct to reflect the complete hospitality experience of hotel guests. Second, it investigates the effect of perceived value dimensions of the hotel customer on customer satisfaction and customer loyalty. Third, it assesses the mediating role of customer satisfaction in the hotel perceived value dimensions-loyalty relationship. The remainder of this paper is organised as follows. First, we review the literature on the relationship between customer perceived value, customer satisfaction, and customer loyalty. Second, we conceptualise the model and formulate hypotheses about the relationship between the hotel perceived value dimensions, satisfaction, and loyalty. Third, we describe the research method. Then we present the main results of the tested model. Finally, we discuss the theoretical and managerial implications of the study as well as its limitations and possible directions for future research.