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Investigating the influence of hotel attributes and customer-brand identification on customer satisfaction and retention in 4* & 5* hotels in Greece; a comparison between domestic and foreign customers
(2022) Diamanti, Aristoula; Διαμάντη, Αριστούλα; Athens University of Economics and Business, Department of Marketing and Communication; Argouslidis, Paraskevas; Kokkinaki, Flora; Painesis, Grigorios
Customer satisfaction and retention within the hospitality industry involve many elements, tangible and intangible ones. Prior studies in the tourism and hospitality industries have developed theoretical frameworks and introduced various methodologies to explore different types of customer satisfaction and retention as companies and academics have been aware of the great benefits of maintaining a solid base of satisfied revisitors. The present thesis examines the influence of three hotel attributes (physical surroundings & ambience, hospitality, and hygiene attributes) and of customer-brand identification (the state where consumers perceive, feel and value their belonginess with a hotel brand) on hotels’ customers’ satisfaction and retention levels and aims to identify differences or similarities between the domestic and the external customers. An online questionnaire was filled in by both Greek and foreign customers who have visited a Greek hotel within the last year. The data collected were analyzed in order to reject or accept the conceptual framework’s hypotheses using correlation, multiple regression, mediation, and moderation analysis. The results indicated that there is a positive correlation between all construct and customers’ satisfaction and retention. However, the multiple regression analysis later showed that physical surroundings & ambience, hospitality, and customer-brand identification have statistically significant influence on satisfaction. Mediation analysis later revealed that satisfaction has a mediation role between the three hotel attributes and customer-brand identification on the one side and customers’ retention on the other. The moderation analysis conducted suggested that customers’ have differences in the way they perceive satisfaction and retention based on their nationality. This outcome suggests that hotel managers should pay attention to differences of their customers based on their nationality when they try to satisfy and retain them.