Service quality in hospitality businesses and its effect on revisit intention during the Covid-19

Year 2022, Volume: 8 Issue: 2, 37 - 46, 31.07.2022

Yusuf Günaydın

https://doi.org/10.24288/jttr.1066010

Cited By: 5

Abstract

The tourism industry has been one of the sectors most affected by the Coronavirus (Covid-19). Hospitality businesses constitute an important part of the tourism industry. In the new era, it is vital producing safe service under Covid-19 to the hotel customers. In the study, it was examined the effect of service quality given under Covid-19 conditions on guest satisfaction and the effect of the “Safe Tourism” certificate on buying behavior of tourists towards hotels. In the first part of the study, there are two questions about the socio-demographic characteristics of the participants. In the second part, the reasons why the customers prefer the hospitality establishments were asked. In the third part, the perceived quality level of the customers about the service of the hospitality business was measured. In the fourth part, there are five dependent variables based on a five-point It was found in the study that the quality of the service provided in the hospitality establishments and the level of satisfaction provided under Covid-19 conditions affect the intention to revisit the establishments. It was also found that the “Safe Tourism” certificate used by travel operators for marketing had a positive effect on choosing/buying hospitality establishments for holidays.

Keywords

Hotel, Service Quality, Satisfaction, Loyalty, Covid, Bodrum.

References

• Al-Wugayan, A., & Pleshko, L. P. (2010). A study of satisfaction, loyalty, and market share in Kuwait banks. In Allied Academies International Conference. Academy for Studies in International Business. Proceedings (Vol. 10, No. 1, p. 2). Jordan Whitney Enterprises, Inc.
• Ashikul, H., Farzana, A. S., Mohammad, W. H., Ishtiaque, A., & Abu Bakar, A. H. (2020). The effect of Coronavirus (COVID-19) in the tourism industry in China. Asian Journal of Multidisciplinary Studies, 3(1), 52–58. https:// asianjournal.org/online/index.php/ajms/article/view/213
• Bayram, N. (2004). Sosyal Bilimlerde SPSS Ile Veri Analizi. Bursa: Ezgi Kitabevi.
• Butler, P., & Peppard, J. (1998). Consumer purchasing on the Internet: Processes and prospects. European management journal, 16(5), 600-610.
• Büyüköztürk, Ş. (2004). Veri Analizi El Kitabı. Ankara: Pegem A Yayıncılık.
• Chen, J., & Gursoy, D. (2001). An Investigation Of Tourists’ Destination Loyalty And Preferences. International Journal Of Contemporary Hospitality Management. 13(2), 79-85.
• Chen, C.F., & Tsai, M.H. (2008). Perceived value, satisfaction, and loyalty of TV travel product shopping: involvement as a moderator. Tourism Management. 29 (6), 1166–1171. https://doi.org/10.1016/j.tourman.2008.02.019.
• Chen, Q., Huang, R., & Hou, B. (2020). Perceived authenticity of traditional branded restaurants (China): impacts on perceived quality, perceived value, and behavioural intentions. Current Issues in Tourism, 23(23), 2950-2971.
• Chiu, C.M., Yu-Hui, F., Cheng, H & Chiahui Y.(2013). On online repurchase intentions: Antecedents and the moderating role of switching cost." Human Systems Management 32(4), 283-296.
• Choi, T. Y., & Chu, R. (2001). Determinants of hotel guests’ satisfaction and repeat patronage in the Hong Kong hotel industry. International Journal of Hospitality Management, 20(3), 277-297.
• Chow, C.K.W., (2015). On-time performance, passenger expectations and satisfaction in the Chinese airline industry. Air Transport Management. 47, 39–47.
• Dalgıç, A., Demir, M. & Ergen, F.D. (2021). The Impacts of Cognitive and Affective Risk Perception of COVID-19 on Life Well-Being: The Mediating Effect of Understanding COVID-19. In (Ed: Demir, M., Dalgıç, A. & Ergen, F. D.) Handbook of Research on the Impacts and Implications of COVID-19 on the Tourism Industry, pp. 664-682. USA: IGI Global.
• Del Bosque, I.R., San Martin, H. (2008). Tourist Satisfaction, A Cognitive-Affective Model. Annals Of Tourism Research. 35(2): 551-573.
• Demir, A., Maroof, L., Sabbah Khan, N.U. & Ali, B.J. (2020), "The role of E-service quality in shaping online meeting platforms: a case study from higher education sector", Journal of Applied Research in Higher Education. 13(5). https://doi.org/10.1108/JARHE-08-2020-0253
• Demir, S.S. (2021). The Effect of COVID-19 measures in ho-tels on tourists’ perceptions of safe tourism service. In (Eds.) M. Demir et al. Handbook of Research on the Impacts and Implications of COVID-19 on the Tourism Industry (2 Volumes). pp. 372–392. https://doi.org/10.4018/978-1-7998-8231-2.ch018
• Demir, M., Günaydın, Y. & Demir, Ş.Ş. (2020). Koronavirüs (Covid-19) salgınının Türkiye'de turizm üzerindeki öncül-leri, etkileri ve sonuçlarının değerlendirilmesi. Interna-tional Journal of Social Sciences and Education Re-search, 6 (1), 80-107. DOI:10.24289/ijsser.734263
• Demir, M., Demir, Ş. Ş., Dalgıç, A. & Ergen, F.D. (2021). Impact of COVID-19 pandemic on the tourism industry: An evaluation from the hotel managers' perspective. Journal of Tourism Theory and Research, 7 (1), 44-57. DOI:10.24288/jttr.857610
• Demir, M., Demir, Ş. Ş., Ergen, F. D. & Dalgıç, A. (2021). Covid-19 sürecinde tüketicilerin otel seçimini etkileyen faktörler. International Journal of Social Sciences and Education Research, 7 (1), 82-94. DOI:10.24289/ijsser.857679
• Donio', J., Massari, P. & Passiante, G. (2006), "Customer satisfaction and loyalty in a digital environment: an empirical test", Journal of Consumer Marketing, 23(7), 445-457. https://doi.org/10.1108/07363760610712993
• Faullant, R., Matzler, K. & Füller, J. (2008), "The impact of satisfaction and image on loyalty: the case of Alpine ski resorts", Managing Service Quality: An International Journal, 18(2), 163-178. https://doi.org/10.1108/09604520810859210
• Gossling, S., Scoot, D., & Hall, M. (2020). Pandemics, tourism and global change: a rapid assessment of COVID-19. Journal of Sustainable Tourism, 29(1), 1–20. https://doi.org/10.1080/09669582.2020.1758708
• Gronroos, C. (2000). Service Management and Marketing: A Customer Relationship Management Approach. 2nd ed. West Sussex: John Wiley & Sons, Ltd
• Gupta, S. & Zeithaml, V. (2006) 'Customer Metrics and Their Impact on Financial Performance.' Marketing Science, 25(6), 718-739.
• Gursoy, D., & Chi, C. G. (2020). Effects of COVID-19 pandemic on hospitality industry: Review of the current situations and a research agenda. Journal of Hospitality Marketing & Management, 29(5), 527-529.
• Guo, Y., Barnes, S.J., & Jia, Q., (2017). Mining meaning from online ratings and reviews: tourist satisfaction analysis using latent dirichlet allocation. Tourism Management. 59, 467–483.
• Günaydın, Y.(2015) Hizmet kalitesinin müşteri sadakatine etkisi: Aegean dream resort hotel örneği. International Journal of Social Sciences and Education research, 1(1).
• Hapsari, R., Clemes, M., & Dean, D. (2016). “The mediating role of perceived value on the relationship between service quality and customer satisfaction: Evidence from Indonesian airline passengers”, Procedia Economics and Finance, 35, 388- 395.
• Henderson, J. C., & Ng, A. (2004). Responding to crisis: Severe Acute Respiratory Syndrome (SARS) and Hotels in Singapore. International Journal of Tourism Research, 6(6), 411–419. https://doi.org/10.1002/jtr.505
• Hu, F., Teichert, T., Deng, S., Liu, Y., & Zhou, G. (2021) Dealing with pandemics: an investigation of the effects of COVID-19 on customers’ evaluations of hospitality services. Tourism Management. 85, 104320. https://doi.org/10.1016/j. tourman.2021.104320.
• Hu, H. H., Kandampully, J., & Juwaheer, T. D. (2009). Relationships and impacts of service quality, perceived value, customer satisfaction, and image: an empirical study. The service industries journal, 29(2), 111-125.
• Israeli, A. A. (2007). Crisis-management practices in the restaurant industry. International Journal of Hospitality Management, 26(4), 807–823. https://doi.org/10.1016/j.ijhm.2006.07.005
• Japutra, A., & Situmorang, R. (2021). The repercussions and challenges of COVID-19 in the hotel industry: Potential strategies from a case study of Indonesia. International Journal of Hospitality Management, 95, 102890.
• Juwaheer, D. T & Ross, L.D. (2003). A study of hotel guest perceptions in Mauritius, International Journal of Contemporary Hospitality Management, 15(2), 105-115. https://doi.org/10.1108/09596110310462959
• Kandampully, J., Juwaheer, T.D. & Hu, H.H. (2011). The influence of a hotel firm's quality of service and image and its effect on tourism customer loyalty, International Journal of Hospitality & Tourism Administration, 12 (1) , 21-42.
• Karamustafa, K., Ülker, M. & Akçay, S. (2021). Covid-19 Salgınına Bağlı Olarak Yiyecek ve İçecek Hizmet Süreçlerindeki Değişimler Üzerine Nitel Bir Araştırma, Tüketici ve Tüketim Araştırmaları Dergisi, 13(1), 33-69
• Khan, I., Rahman, Z. and Fatma, M. (2016), "The role of customer brand engagement and brand experience in online banking", International Journal of Bank Marketing, 34(7), 1025-1041. https://doi.org/10.1108/IJBM-07-2015-0110
• Kim, H. J., Shin, K. H., & Umbreit, W. T. (2007). Hotel job burnout: The role of personality characteristics. International Journal of Hospitality Management, 26(2), 421–434
• Kotler, P. (2000). Marketing management: The millennium edition (Vol. 199). Upper Saddle River, NJ: Prentice Hall.
• Kotler, P., Bowen, J. & Makens, J. (2003). Marketing For Hospitality And Tourism. USA: Prentice Hall.
• Kotler, P. A. (2001). The Principles of Marketing. New Jersey: Prentice Hall.
• Kumar, V. & Shah, D. (2004). Building and sustaining profitable customer loyalty for the 21st century. Journal of retailing, 80(4), 317-329.
• Lai, I.K.W. (2019). Hotel image and reputation on building customer loyalty: An empirical study in Macau, Journal of Hospitality and Tourism Management, 38, 111-121. https://doi.org/10.1016/j.jhtm.2019.01.00
• Leverin, A. & Liljander, V. (2006), "Does relationship marketing improve customer relationship satisfaction and loyalty?", International Journal of Bank Marketing, 24(4), 232-251. https://doi.org/10.1108/02652320610671333
• Lin, L. & Chen, Y. (2009). A study on the influence of purchase intentions on repurchase decisions: the moderating effects of reference groups and perceived risks, Tourism Review, 64(3), 28-48 https://doi.org/10.1108/16605370910988818
• Liang, L.J., Chris Choi, H.S & Joppe, M. (2018) Understanding repurchase intention of Airbnb consumers: perceived authenticity, electronic word-of-mouth, and price sensitivity, Journal of Travel & Tourism Marketing, 35(1), 73-89, DOI: 10.1080/10548408.2016.1224750
• Lucini, F.R., Tonetto, L.M., Fogliatto, F.S., & Anzanello, M.J., (2020). Text mining approach to explore dimensions of airline customer satisfaction using online customer reviews. Air Transport Manage. 83, 101760. https://doi.org/10.1016/j.jairtraman.2019.101760
• Manhas, P. S., & Tukamushaba, E. K. (2015). Understanding service experience and its impact on brand image in hospitality sector. International Journal of Hospitality Management, 45, 77–87.
• Mudie, P., Cottam, A. & Raeside, R. (2003) An Exploratory Study of Consumption Emotion in Services, The Service Indsutries Journal, 23(5), 84-106, DOI: 10.1080/02642060308565625
• Narangajavana, Y. (2007). The Relationship Of Hotel Rating System And Service Quality, A Case Study Of The Thailand Hotel Standards. Doctoral Thesis. Oklahama: Oklahama State University.
• Nitecki, D. A., & Hernon, P. (2000). Measuring service quality at Yale University’s libraries. The Journal of Academic Librarianship, 26(4), 259-273.
• Nunnaly, J. C. (1978). PSychoneric Theory. Second Edion, McGraw-Hil.
• Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of marketing research, 17(4), 460-469.
• Özdamar, K. (2004). Paket Programlar Ile İstatistiksel Veri Analizi. İstanbul: Sistem Yayaıncılık ve Kitabevi.
• Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of marketing, 49(4), 41-50
• Pacheco, L.(2017). Customer satisfaction in Portuguese hotels: evidence for different regions and hotel segments. Tourism Anal. 22 (3), 337–347. https://doi.org/ 10.3727/108354217X14955605216087.
• Pavlatos, O., Kostakis, H. & Digkas, D. (2020): Crisis management in the Greek hotel industry in response to COVID-19 pandemic, Anatolia, 32(1). DOI:10.1080/13032917.2020.1850485
• Pizam, A., Shapoval, V.& Ellis, T.(2016). Customer satisfaction and its measurement in hospitality enterprises: A revisit and update International Journal of Contemporary Hospitality Management, 28 (1), 2-35.
• Pleshko, L. P. (2009). A preliminary study of the relationships among consumer satisfaction, loyalty, and market share in fast food consumers. In Academy of Marketing Studies, 14(1), 38.
• Pont, M., & McQuilken, L. (2005). An empirical investigation of customer satisfaction and loyalty across two divergent bank segments. Journal of Financial Services Marketing, 9(4), 344-359.
• Rauch, D. A., Collins, M. D., Nale, R. D., & Barr, P. B. (2015). Measuring service quality in mid-scale hotels. International Journal of Contemporary Hospitality Management. 27(1)
• Ren, L., Zhang, H. Q., & Ye, B. H. (2015). Understanding customer satisfaction with budget hotels through online comments: evidence from home inns in China. Journal of Quality Assurance in Hospitality & Tourism, 16(1), 45-62.
• Rindfleisch, A., & Moorman, C. (2003). Interfirm cooperation and customer orientation. Journal of marketing research, 40(4), 421-436.
• Ritchie, B. W., & Jiang, Y. (2019). A review of research on tourism risk, crisis and disaster management: Launching the annals of tourism research curated collection on tourism risk, crisis and disaster management. Annals of Tourism Research, 79, 102812.
• Rivera, M. A. (2020). Hitting the reset button for hospitality research in time of crisis: Covid19 and beyond. International Journal of Hospitality Management, 87, 102528. https://doi.org/10.1016/j.ijhm.2020.102528
• Sekaran, U. (2003). Research Methods For Business. New York: John Wiley&Sons.
• Slack, N.J. & Singh, G. (2020), “The effect of service quality on customer satisfaction and loyalty and the mediating role of customer satisfaction: supermarkets in Fiji”, The Total Quality Management Journal, 32(3), 543-558.
• Story, J. & Hess, J. (2006). Segmenting customer‐brand relations: beyond the personal relationship metaphor. Journal of Consumer Marketing. 23(7)
• Ural, A. & Kılıç, İ. (2005). Bilimsel Araştırma Süreci Ve SPSS Ile Veri Analizi. Ankara: Detay Yayıncılık.
• Walters, D., Halliday, M. & Stan, G. (2002). Creating Value In The New Economy. Management Decision. 40(8), 775-781
• Wan, Y. & Gao, Q.(2015). An Ensemble Sentiment Classification System of Twitter Data for Airline Services Analysis, 2015 IEEE International Conference on Data Mining Workshop (ICDMW), 1318-1325, doi: 10.1109/ICDMW.2015.7.
• Wen, J., Wang, W., Kozak, M., Liu, X. & Hou, H. (2021). Many brains are better than one: the importance of interdisciplinary studies on COVID-19 in and beyond tourism. Tourism Recreation Research, 46(2), 310-313.
• Wen, J., Aston, J., Liu, X., & Ying, T. (2020). Effects of misleading media coverage on public health crisis: A case of the 2019 novel coronavirus outbreak in China. Anatolia: An International Journal of Tourism and Hospitality Research. https://doi.org/10.1080/13032917.2020.1730621
• Yıldırım, A., & Şimşek, H. (2008). Sosyal Bilimlerde Nitel Araştırma Yöntemleri. Ankara: Seçkin Yayınevi
• Yi, Y. (1990). A critical review of consumer satisfaction. Review of marketing, 4(1), 68-123.
• Zeithaml, V.,A. & Bitner, M., J. (2000), Service Marketing, New York: McGraw-Hill.