Investigating the Effect of Service Quality on Customer Post-Purchasing Behaviors in the Hotel Sector: The Moderating Role of Service Convenience

Abstract

This study contributes to a conceptual model indicating the effect of service quality on customer post-purchasing behaviors in the hotel sector by including both the mediating role of customer satisfaction and the moderating role of customer-perceived service convenience. The analysis confirms that customer satisfaction is positively influenced by service quality whereas behavioral intention is positively influenced by customer satisfaction. Therefore, behavioral intention is indirectly influenced by service quality through customer satisfaction. Finally, another key finding is that the relationship between customer satisfaction and behavioral intention is stronger for customers who perceive high service convenience than for those who perceive low service convenience. According to these findings, implications and future research directions are discussed.

Keywords:

• service quality
• service convenience
• customer satisfaction
• behavioral intention