Customer retention in the eco-friendly hotel sector: examining the diverse processes of post-purchase decision-making

Abstract

This study was designed to investigate eco-friendly hotel guests’ post-purchase decision-making process by applying the Theory of Repurchase Decision-making (TRD) and to deepen the TRD by considering the moderating role of ecological concern. Results of the measurement-model assessment revealed that all measures for study variables included adequate level of reliability and validity. The prediction power of the proposed conceptual framework comprising volitional, non-volitional, cognitive, emotional, evaluation, conative, motivational, and automatic processes was found to be superior to the alternative socio-psychological model. Findings from the structural analysis indicated that the proposed relationships among constructs within the TRD were generally supported; satisfaction and desire acted as significant mediators; and the role of desire in building revisit intention was salient. Additionally, ecological concern was found to have a significant moderating impact on intention formation. Overall, the TRD was successfully deepened in this study, providing a clear understanding of eco-friendly hotel customers’ decision-making process.

生态友好的酒店业中的客户保留：检验购买后决策的不同的过程

本研究旨在运用回购决策理论(TRD)和在考虑生态问题的缓和作用方面深化对TRD的理解，来探讨环境友好型酒店客人的购后决策过程。测量模型的评估结果显示，所有措施研究变量包括足够的信度和效度水平。所提出的概念框架，包括意志、非意志、认知、情感、评价、意动、动机和自动流程的预测能力被认为是优于另一种社会心理模式。结构分析的结果显示对TRD内部结构之间的关系提出了普遍支持；满意度和愿望担任着重要的媒介因素；以及欲望在构筑重游意愿方面的作用是显着的。此外，生态的关注在意图形成方面有着显著放缓的影响。总的来说, ， TRD在这项研究中得到了成功深化，为环境友好型酒店提供了一个对客户决策制定过程的清晰理解。

Keywords:

• green consumer behavior
• ecological concern
• eco-friendly hotel
• post-purchase behavior
• decision-making theory
• retention

关键词:

• 绿色消费行为
• 生态关注
• 环境友好型酒店
• 购后行为
• 决策理论
• 保留

Acknowledgements

This study was supported by research fund from Dong-A University.

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Heesup Han

Heesup Han is an associate professor in the College of Hospitality and Tourism at Sejong University, Korea. He specializes in hospitality and tourism marketing. His papers have been selected as the most downloaded and read articles in many top-tier hospitality and tourism journals.

Haejin Yoon

Hae Jin Yoon is an assistant professor in the Department of International Tourism at Dong-A University, Korea. She specializes in hospitality and tourism marketing and research methods and has published in leading hospitality and tourism journals such as International Journal of Hospitality Management and International Journal of Contemporary Hospitality Management.