Examining an integrated model of green image, perceived quality, satisfaction, trust, and loyalty in upscale hotels

ABSTRACT

This study considered a comprehensive model for understanding how green image, perceived quality (PQ), guest satisfaction, and trust simultaneously influence guests’ loyalty/behavioral intention. The relationships between the proposed constructs/variables were tested using partial least squares structural equation modeling (PLS-SEM) based on data collected from 200 UK travelers who stayed at upscale hotels in Europe. Results show that green image has an indirect positive effect on guests’ loyalty mediated through perceived quality (PQ) and trust, with PQ in turn influencing loyalty indirectly through satisfaction and trust. These results help to demystify the causal relationships among the investigated constructs/variables, suggesting in particular that a hotel’s green/eco-friendly image positively influences guests’ perception of a hotel’s products and services as well as establishing the role of PQ, satisfaction, and trust as mediators of green image as a determinant of guest loyalty.

本研究考虑了一个综合模型来理解绿色形象、感知质量(PQ)、顾客满意度和信任如何同时影响顾客的忠诚度/行为意向. 利用偏最小二乘结构方程模型(PLS-SEM)对提出的结构/变量之间的关系进行了测试，该模型基于200名在欧洲高档酒店住宿的英国旅行者的数据. 结果表明，绿色形象通过感知质量(PQ)和信任间接正向影响顾客忠诚度，感知质量通过满意度和信任间接影响顾客忠诚度. 这些结果有助于阐明研究构造/变量之间的因果关系,特别建议,酒店的绿色/环保形象积极影响客人对酒店的产品和服务以及建立感知质量的作用,满意和信任作为调停人的绿色形象客户忠诚度的决定因素.

KEYWORDS:

• Green image
• perceived quality
• PLS-SEM
• loyalty
• upscale hotels