Assessing perceived risk and perceived value in the hotel industry: an integrated approach

ABSTRACT

The purpose of this study is to examine the relationships between perceived value and perceived risk with an integrated approach. Both concepts have previously been measured through either an overall or a multi-dimensional approach, but a comparison of these two measurement approaches has been ignored. Unlike other studies, perceived risk and value are examined here via two different approaches, and their relationship with customer satisfaction and behavioural intention are tested with a structural model via data gathered from hotel customers in Turkey. According to the results, multidimensionally measured perceived risk negatively influences perceived value more. Perceived value and customer satisfaction positively influence behavioural intention. In addition, the perceived value and risk are measured in six dimensions. Reputation and epistemic value are added to the scale.

KEYWORDS:

• Perceived value
• perceived risk
• behavioural intentions
• customer satisfaction
• multi-dimensional approach
• Turkey

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Tuğba Şen Küpeli

Tuğba Şen Küpeli is a research assistant and PhD candidate in the Department of Tourism Management at Ankara Hacı Bayram Veli Univeersity, Turkey. She received her master’s degree in Tourism Management from Hacettepe University. Her research interest include service marketing, consumer behavior and marketing management.

Leyla Özer

Leyla Özer is a is a professor in the FEAS Department of Management at Hacettepe Universtiy, Turkey. She received her phD in Department of Business Administration from Hacettepe University. Her research interest include marketing strategy, services marketing, customer satisfaction, consumer behavior, promotion management.