- مبلغ: ۸۶,۰۰۰ تومان
- مبلغ: ۹۱,۰۰۰ تومان
This study using structural equation modelling (SEM) investigates the relationship between the dimensions of customer perceived value, customer satisfaction, and customer loyalty in the context of hotels. The main procedure of this study was to conceptualise hotel perceived value as a multidimensional construct of seven dimensions with both cognitive and affective aspects. Five out of these seven dimensions; specifically, the selfgratification, price, quality, transaction, hedonic dimensions were then found to have a significant direct positive effect on customer satisfaction and/or customer loyalty. Two dimensions of hotel perceived value (aesthetics, prestige) were found to have no significant direct positive effect either on customer satisfaction or customer loyalty. It was also found that four hotel perceived value dimensions (hedonic, price, quality, transaction) had an indirect significant positive effect on customer loyalty through customer satisfaction as a mediator. Finally, customer satisfaction was found to have a direct positive effect on customer loyalty.
7. Conclusion, research limitations, and future research
This study contributes to the literature of service marketing in general and hotel service in particular in various ways: First, it enhances our understanding of customer perceived value in the hotel context not as a single item scale nor a unidimensional construct of value for money but as a multidimensional construct of seven dimensions: cognitive dimensions (i.e., price and quality) together with affective ones (i.e., self-gratification, aesthetic pleasure, prestige, transaction, and hedonism). This should persuade hotel managers to develop and maintain hotel attributes and a hospitality environment that delivers the range of seven value dimensions considered in this study. Second, it offers a better understanding of the relationships between customer perceived value dimensions, satisfaction, and loyalty in the hotel context, since we found considerable support for the hypotheses posited in this study.
The model findings indicate that: (a) four out of seven hotel perceived value dimensions (price, transaction, hedonic, quality) significantly and positively affected customer satisfaction, supporting H1c, H1e, H1f, H1g. These four dimensions of hotel perceived value together strongly predict customer satisfaction since they share 63.1% of the variance explained. However, three dimensions of hotel perceived value (self-gratification, aesthetics, prestige) were found to have an insignificant effect on customer satisfaction. This could be explained by the possibility that the perception of a hotel's aesthetics and prestige might be influenced by the hotel's star rating (5, 4, or 3 stars), which was not considered in this study. Similarly, the perception of selfgratification might be influenced by the purpose of the hotel stay (business vs. leisure) which was not considered in this study either. In addition, four out of the seven dimensions of hotel perceived value (self-gratification, price, transaction, quality) significantly and positively affected customer loyalty, supporting H2a, H2c, H2e, H2g respectively, while the aesthetic, prestige, and hedonic dimensions were found to have an insignificant direct effect on customer loyalty. This meant that hypotheses H2b, H2d, and H2f respectively were rejected; (b) that customer satisfaction directly affects customer loyalty significantly and positively, supporting H3; (c) that four hotel perceived value dimensions (hedonic, price, quality, transaction) also significantly affected loyalty positively but indirectly through customer satisfaction, because of the fully or partially mediating role of customer satisfaction in the perceived value-loyalty relationship, partially supporting H4.