Satisfaction and positive emotions: A comparison of the influence of hotel guests' beliefs and attitudes on their satisfaction and emotions. (January 2019)

• Record Type: Journal Article
• Authors: Sukhu, Anupama; Choi, Hyeyoon; Bujisic, Milos; Bilgihan, Anil
• Is Part Of: International journal of hospitality management. Volume 77(2019)
• Page Start: 51
• Page End: 63
• Publication Date: 2019-01
• Subjects: Lodging industry -- Servicescape -- Beliefs -- Attitudes -- Satisfaction -- Emotion -- Word of mouth recommendations; Hotel management -- Periodicals; Restaurant management -- Periodicals; Food service management -- Periodicals; Hôtels -- Gestion -- Périodiques; Restaurants -- Gestion -- Périodiques; Services alimentaires -- Gestion -- Périodiques; Food service management; Hotel management; Restaurant management; Periodicals; 647.94
• DOI: 10.1016/j.ijhm.2018.06.013
• Languages: English
• ISSNs: 0278-4319

Abstract

Highlights: Identify the relative influence of hotel guests' beliefs and attitudes about various servicescape elements that lead to positive emotion, satisfaction and behavior outcome. The study also incorporated green practices to the existing servicescape moel to analyze hotel guests' consumer behavior from a holistic perspective. The relative influence of each servicescape element on guest satisfaction and emotion provide a deeper understanding of hotel guests' consumption behavior. The result shows attitudes, compared to beliefs, predict the guest satisfaction and affect more accurately. Emotionally attached guests were more engaged in word-of-mouth (WOM) behavior compared to merely satisfied guests. Abstract: This research provides a comparative study of two comprehensive servicescape models to explore the underlying influence of various hotel elements on guests' satisfaction with, and emotional responses to, their hotel stays. Based on the theory of reasoned action (TRA) and the theory of planned behavior (TPB), this research sought to identify the differences in guests' beliefs and attitudes about the elements of hotels' public areas, rooms, ambiance, social, and green practices in determining their satisfaction and emotions. Two structural models were developed illustrating the theorized interrelationships between identified constructs. Data collected through an online survey from 310 guests stayed in upscale hotels with four-star ratings were used for the analysis. Results from two structural models revealed that the model with attitudes is a better predictor of guest satisfaction and emotions than the model with beliefs. Further, emotionally attached guests engage more in WOM than did satisfied guests. Hotel managers need to offer experiences that consist of elements that matter to customers since customers' attitude towards various service elements determine their satisfaction and emotional attachment with hotels. Additionally, in order to get brand promoters through WOM recommendations, hotels need to focus on emotionally attached customers than satisfied customers.