Hotel Satisfaction Index

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The Impact of Hotel Attributes’ Satisfaction on Overall Guest Satisfaction Murat Usta
College of Business Administration
Dokuz Eylul University
Katerina Berezina
School of Hotel and Restaurant Administration
Oklahoma State University
and
Cihan Cobanoglu
School of Hotel, Restaurant and Institutional Management
University of South Florida Sarasota-Manatee
ABSTRACT
It is important to identify these new hotel attributes and measure guests’ level of satisfaction and the impact of these attributes on overall guest satisfaction. In addition, few studies investigated the hotel attributes’ satisfaction on overall guest satisfaction. Hence, the purpose of the study is to identify levels of guest satisfaction with hotel attribute, as well as to determine the impact of hotel attributes’ satisfaction on overall guest satisfaction and intention to return. Keywords: hotel attributes, hotel satisfaction, revisit intentions

INTRODUCTION
Researchers and practitioners agree that service quality, customer satisfaction, and customer loyalty are major factors for hotel success (Matzler & Pechlaner, 2001; O'Neill, Mattila, & Xiao, 2006; Shanka & Taylor, 2003; Yung & Chan, 2001). However, little empirical research has been conducted to reveal the level of impact of hotel attributes’ satisfaction on intention to return. Fornell (1992) suggested that customer satisfaction may lead to favorable word-of mouth publicity and subsequent repeating purchases. Kotler (1991) suggested that high customer satisfaction ratings are widely believed to be the best indicator of a company’s future profits. Several studies investigated the importance of hotel attributes (Qu, Ryan, & Chu, 2001; Shanka & Taylor, 2003) and hotel attributes’ satisfaction (Fornell, 1992; Yung & Chan, 2001). However, these attributes change over time. The advancement of technology and new amenities change what hotel guests request from hotels. It is important to identify these new hotel attributes and measure guests’ level of satisfaction and the impact of these attributes on overall guest satisfaction. In addition, few studies investigated the hotel attributes’ satisfaction on overall guest satisfaction. Hence, the purpose of the study is to identify levels of guest satisfaction with hotel attributes, as well as to determine the impact of hotel attributes’ satisfaction on overall guest satisfaction and intention to return.

REVIEW OF LITERATURE
Customer Satisfaction
According to Yi (1991), customer satisfaction can be viewed as a customer’s state of mind in which his/her needs, wants, and expectations throughout the product or service life cycle have been met or exceeded, resulting in subsequent repurchase and prolong loyalty. Customer satisfaction and can be defined either an outcome or a process (Yi, 1991). Customer satisfaction, defined as an outcome, characterized the end-state that resulted from the consumption experience. Alternatively, customer satisfaction has been described as a process that emphasized the perceptual, evaluative, and psychological processes that contribute to satisfaction through: “an evaluation rendered that the experience was at least good as it was supposed to be.” (Hunt, 1977, p. 459) Yi (1991) also observed that the definitions of customer satisfaction varied with regard to their level of specificity. The various levels identified included satisfaction with a product, a purchase decision experience, a performance attribute, a consumption experience, a store or institution, or a pre-purchased experience.

According to Mannell (1989) and Oliver (1993a), there are two related but distinct constructs of traveler satisfaction: overall satisfaction and attribute satisfaction. Overall satisfaction is concerned with overall assessment of a travel experience, whereas attribute satisfaction is concerned with particular facets or attributes of tourism services (Tian-Cole & Cromption, 2003). Both constructs has its purposes. Attribute satisfaction...
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