Purpose - Although the number of guest houses in China is increasing rapidly, many of them are not performing well in developing customer loyalty. Self-congruity and functional congruity represent two cost-effective but inadequately researched ways for guest houses to maintain customers. In view of the lack of empirical research explaining the post-purchase behavior of guest house customers, the purpose of this study is to develop a congruity-based customer loyalty model for this specialized type of accommodation. Design/methodology/approach - Based on a review of relevant literature, a robust conceptual framework of customer loyalty comprising satisfaction, self-congruity, functional congruity, perceived value and attractiveness of alternates was constructed. By means of an online panel survey, 828 valid questionnaires were obtained from customers who had stayed in a Chinese guest house within the previous year. Structural equation modeling was conducted to test the conceptual model and the hypothesized relationships among the constructs. Findings - Significant relationships were found between the two congruity constructs in guest houses, which both led to positive customer post-purchase behaviors. The authors found that self-congruity, functional congruity and the attractiveness of alternates did not affect customer loyalty directly; rather, they influenced loyalty indirectly through customer satisfaction. Originality/value - This study developed a unique, congruity-based model of customer loyalty in the context of guest houses. It enhances the body of knowledge regarding congruity in the field of tourism and hospitality, and it discusses relevant implications of the findings for tourism marketing researchers and for owner-managers of guest houses.
机构:
Seoul Sch Integrated Sci &Technol, Grad Sch Leisure Management, Seoul 120808, South KoreaSeoul Sch Integrated Sci &Technol, Grad Sch Leisure Management, Seoul 120808, South Korea
Ahn, Taehong
Ekinci, Yuksel
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机构:
Oxford Brookes Univ, Dept Mkt, Sch Business, Oxford OX33 1HX, England
Univ Wollongong, Wollongong, NSW 2522, AustraliaSeoul Sch Integrated Sci &Technol, Grad Sch Leisure Management, Seoul 120808, South Korea
Ekinci, Yuksel
Li, Gang
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机构:
Univ Surrey, Sch Hosp & Tourism Management, Guildford GU2 7XH, Surrey, EnglandSeoul Sch Integrated Sci &Technol, Grad Sch Leisure Management, Seoul 120808, South Korea
机构:
Univ Int Business & Econ, Sch Informat Technol & Management, 10 Huixindongjie, Beijing 100029, Peoples R ChinaUniv Int Business & Econ, Sch Informat Technol & Management, 10 Huixindongjie, Beijing 100029, Peoples R China
Cheng, Xusen
Fu, Shixuan
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机构:
Univ Int Business & Econ, Sch Informat Technol & Management, 10 Huixindongjie, Beijing 100029, Peoples R China
Univ S Florida, Muma Coll Business, Tampa, FL 33620 USAUniv Int Business & Econ, Sch Informat Technol & Management, 10 Huixindongjie, Beijing 100029, Peoples R China
Fu, Shixuan
de Vreede, Gert-Jan
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机构:
Univ S Florida, Muma Coll Business, Tampa, FL 33620 USAUniv Int Business & Econ, Sch Informat Technol & Management, 10 Huixindongjie, Beijing 100029, Peoples R China
机构:
Seoul Sch Integrated Sci &Technol, Grad Sch Leisure Management, Seoul 120808, South KoreaSeoul Sch Integrated Sci &Technol, Grad Sch Leisure Management, Seoul 120808, South Korea
Ahn, Taehong
Ekinci, Yuksel
论文数: 0引用数: 0
h-index: 0
机构:
Oxford Brookes Univ, Dept Mkt, Sch Business, Oxford OX33 1HX, England
Univ Wollongong, Wollongong, NSW 2522, AustraliaSeoul Sch Integrated Sci &Technol, Grad Sch Leisure Management, Seoul 120808, South Korea
Ekinci, Yuksel
Li, Gang
论文数: 0引用数: 0
h-index: 0
机构:
Univ Surrey, Sch Hosp & Tourism Management, Guildford GU2 7XH, Surrey, EnglandSeoul Sch Integrated Sci &Technol, Grad Sch Leisure Management, Seoul 120808, South Korea
机构:
Univ Int Business & Econ, Sch Informat Technol & Management, 10 Huixindongjie, Beijing 100029, Peoples R ChinaUniv Int Business & Econ, Sch Informat Technol & Management, 10 Huixindongjie, Beijing 100029, Peoples R China
Cheng, Xusen
Fu, Shixuan
论文数: 0引用数: 0
h-index: 0
机构:
Univ Int Business & Econ, Sch Informat Technol & Management, 10 Huixindongjie, Beijing 100029, Peoples R China
Univ S Florida, Muma Coll Business, Tampa, FL 33620 USAUniv Int Business & Econ, Sch Informat Technol & Management, 10 Huixindongjie, Beijing 100029, Peoples R China
Fu, Shixuan
de Vreede, Gert-Jan
论文数: 0引用数: 0
h-index: 0
机构:
Univ S Florida, Muma Coll Business, Tampa, FL 33620 USAUniv Int Business & Econ, Sch Informat Technol & Management, 10 Huixindongjie, Beijing 100029, Peoples R China