عنوان مقاله
شخصیت، رضایت، ذهنیت، تزئینات داخلی، و وفاداری: آزمایش روابط آنها در صنعت هتلداری
فهرست مطالب
مقدمه
چارچوب تئوری
روش شناسی
نتایج و یافته ها
بحث و مفاهیم
بخشی از مقاله
تأثیر متوسط تزئینات داخلی هتل
یک محیط راحت، رضایت مشتری را بیشتر میکند، از تصورات رفتاری در مورد نظرات مثبت درباره خدمات و محیط خدماتی اطمینان حاصل میکند، و ذهنیت مطلوبی از خدمات یا مارک تجاری در ذهن مشتری ایجاد میکند. محیط جدا از اینکه بر روی این متغیرها تأثیرگذار است، میتواند تأثیر متفاوتی بر روی واکنش ها از سوی مشتریان با شخصیت های متفاوت داشته باشد.
کلمات کلیدی:
Personality, satisfaction, image, ambience, and loyalty: Testing their relationships in the hotel industry Dev Jani a,1, Heesup Hanb,∗ a University of Dar-es-Salaam Business School, Dar-es-Salaam 35046, Tanzania b College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwanjin-Gu, Seoul 143-747, Republic of Korea a r t i c l e i n f o Keywords: Hotel Image Satisfaction Ambience Personality Loyalty a b s t r a c t This article appraises a theoretical model that relates personality, satisfaction, loyalty, ambience, and image in a hotel setting. The results of the structural equation modeling indicated that extraversion, agreeableness, and neuroticism among the Big Five Personality Factors significantly affect satisfaction. Satisfaction had a significant impact on hotel image and guests’ loyalty. Compared to satisfaction, hotel image had a lesser impact on loyalty as well as being a mediator for the impact of satisfaction on loyalty. The moderating role of hotel ambience in the proposed theoretical framework was also identified. The results offer hoteliers potential strategies/tactics for loyalty enhancement. © 2013 Elsevier Ltd. All rights reserved. 1. Introduction Hotel guest loyalty is of the utmost importance given the competitive nature of the lodging sector. The increasing expansion of hotels into other hospitality and related areas amplifies the continuing importance of guest loyalty and the need to ensure guests’ recurring reservations at a perceived favorite hotel. Articles that have focused on loyalty link it to customer satisfaction (Oliver, 1999), image (Kandampully and Hu, 2007), perceived value (Yang and Peterson, 2004), and customer characteristics (Durukan and Bozaci, 2011), such as personality (Lin, 2010a). Despite the presence of abundant studies on loyalty, the relationship between the antecedents of service customer loyalty, particularly in hospitality and tourism, are inconclusive. This is true, too, about the relationship between customer satisfaction and image and their impacts on loyalty. Some researchers perceive image as an antecedent to satisfaction that does not have an influence on loyalty (Lai et al., 2009) while others have perceived this relationship the other way around (Kandampully and Suhartanto, 2000). The variability in perceptions and guidance leaves hoteliers without sure ways to accurately strategize their efforts. Since personality reflects an individual’s psychological characteristics, it has been cited as having a significant role in consumer behavior (e.g., Mowen, 2000). In particular, the Big Five Factors of Personality that have been widely used in marketing and consumer ∗ Corresponding author. Tel.: +82 2 3408 4462; fax: +82 2 3408 4314. E-mail addresses: yogi dev@hotmail.com (D. Jani), heesup.han@gmail.com (H. Han). 1 Tel.: +255 717 028 780. behavior studies have been noted to influence consumers’ affective responses (Orth et al., 2010), satisfaction (Faullant et al., 2011; Lin and Worthley, 2012; Matzler et al., 2005), post-purchase behavior (Mooradian and Olver, 1994), and loyalty (Durukan and Bozaci, 2011; Lin, 2010a). Unfortunately, none of these studies have integrated personality with satisfaction, image, and loyalty in a single study to ascertain their relationships. Using hotel as the study context, Lin and Worthley (2012) noted that personality’s influence on guests’ emotions and impact on satisfaction consequently influenced their post-purchase behavior. Furthermore, the available literature seems to have neglected the interaction of person and environment in evoking their behaviors under hotel consumption situations despite the interaction being a common agreement (Schiffman and Kanuk, 2005). Research on the effect of servicescapes on consumers has burgeoned after Bitner’s (1992) seminal work on the serviscape. Ambience as a part of the serviscape that is sensorial in nature includes light, sound, smell, décor, and air quality—factors that influence customer behaviors such as time and money spent at a specific lodging location/on a specific lodging brand (Morrison et al., 2011) and desire to stay (Wakefield and Baker, 1998). Despite the informative nature of these studies, they appear to look only at the environmental aspects of consumer behavior or at individual characteristics atthe expense of other behavioral facets (Eroglu and Machleit, 2008). In filling the perceived knowledge gap, this study put forward the following objectives:(1)to develop a model of loyalty involving five personality factors (i.e., openness to experience, conscientiousness, extraversion, agreeableness, and neuroticism), satisfaction, and hotel image,(2)to examine the moderating role ofthe appraisal of hotel ambience in the proposed theoretical framework, (3) to 0278-4319/$ – see front matter © 2013 Elsevier Ltd. All rights reserved. http://dx.doi.org/10.1016/j.ijhm.2013.10.007
