The mediating effect of environmental policy on the relationship between satisfaction and loyalty in the hotel industry

Dimitiradis, Efstathios D. and Kamenidou, Irene and Mamalis, Spyridon and Bara, Evangelia - Zoi (2018): The mediating effect of environmental policy on the relationship between satisfaction and loyalty in the hotel industry. Published in: TOURMAN 2018 Conference Proceedings, Rhodes: Greece (28 October 2018): pp. 74-83.

Abstract

Customer satisfaction and loyalty, according to the literature, are influenced by many factors such as perceived value, corporate image, perceived quality, trust, communication etc. This study investigates the mediating effect of environmental policy in the relationship between satisfaction and loyalty. For this purpose, empirical research on Greek hotels’ customers, with the use of a structured questionnaire, was conducted. In data analysis, the S.P.S.S 20 and LISREL software were used. The results indicate that the degree of perceived, by customers, environmental policy is not related to satisfaction, and moreover to their loyalty towards the hotel.

• Item Type: MPRA Paper
• Language: English
• Keywords: Environmental Policy, Hotel industry, Satisfaction, Loyalty, Tourism marketing management
• Subjects: L - Industrial Organization > L8 - Industry Studies: Services > L83 - Sports ; Gambling ; Restaurants ; Recreation ; Tourism; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M31 - Marketing; Q - Agricultural and Natural Resource Economics ; Environmental and Ecological Economics > Q5 - Environmental Economics > Q56 - Environment and Development ; Environment and Trade ; Sustainability ; Environmental Accounts and Accounting ; Environmental Equity ; Population Growth

References

Alén, M. E. and Fraiz, J. A. (2006). Relación entre la calidad de servicio y la satisfacción del consumidor. S evaluación en el ámbito del turismo termal. Investigaciones Europeas de Dirección y Economía de la Empresa, 12(1): 251–272.

Alonso-Almeida, M.M. and Rodríguez-Antón, J.M. (2011). Organisational behaviour and strategies in adoption of certified management systems. An analysis of the Spanish hotel industry. Journal of Cleaner Production, 19(13): 1455–1463.

Anderson, E.W., Fornell, C. and Lehmann, D.R. (1994). Customer Satisfaction, Market Share and Profitability. Journal of Marketing, 56:53-66.

Aragón-Correa, J.A., Hurtado-Torres, N., Sharma, S. and García-Morales, V.J. (2008). Environmental strategy and performance in small firms: A resource-based perspective. Journal of Environmental Management, 86: 88–103.

Ayuso, S. (2007). Comparing voluntary policy instruments for sustainable tourism: The experience of the Spanish hotel sector. Journal of Sustainable Tourism, 15(2): 144–159.

Balis, D. (2017). The dynamic of Greek hotels. http://www.news247.gr/epixeiriseis/i-aktinografia-ton-xenodocheion-tis-elladas.6508722.html. [Accessed the 12th of June 2018, 14:55]

Ball, D., Coelho, P. and Machas, A. (2004). The role of communication and trust in explaining customer loyalty: An extension to the ECSI model. European Journal of Marketing, 38(9): 1272–1293.

Bayol, M., De la Foye, A., Tellier, C. and Tenenhaus, M. (2000). Use of PLS Path Modelling to estimate the European Consumer Satisfaction Index (ECSI) model. Stastistica Applicata, 12(3): 361–375.

Bentler, P.M. and Bonnet, D.C. (1980). Significance Tests and Goodness of Fit in the Analysis of Covariance Structures. Psychological Bulletin, 88 (3): 588-606.

Boyle, C. (1997). Cleaner production in New Zealand. Journal of Cleaner Production, 7(1): 59–67.

Cao, Q. and Dowlatshahi, S. (2005). The impact of alignment between virtual enterprise and information technology on business performance in an agile manufacturing environment. Journal of Operations Management, 23: 531–550.

Carmines, E. G. and R.A. Zeller, (1991). Reliability and validity assessment. Newbury Park: Sage Publications.

Chan, E.S.W. and Hawkins, R. (2010). Attitude towards EMSs in an international hotel: An exploratory case study. International Journal of Hospitality Management, 29: 641–651.

Chan, W.W. (2005). Partial analysis of the environmental costs generated by hotels in Hong Kong. Tourism Management, 24: 517-531.

Chan, W.W. and Lam, J.C. (2003). Energy-saving supporting tourism sustainability: A case of study of hotel swimming pool heat pumps. Journal of Sustainable Tourism, 11: 74–83.

Chan,E. and Wong,S. (2006). Motivations for ISO14001 in the hotel industry. Tourism Management, 27:481–492.

Chatzigeorgiou, C., Christou, E. & Simeli, I. (2017). Delegate satisfaction from conference service quality and its impact on future behavioural intentions. Published in: 5th International Conference on Contemporary Marketing Issues ICCMI, June 21-23, 2017 Thessaloniki, Greece (21 July 2017): pp. 532-544.

Chi, C.G.-Q. and Qu, H. (2008). Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach. Tourism Management, 29: 624-636.

Choi, T. Y. and Chu, R. (2001). Determinants of hotel guests' satisfaction and repeat patronage in the Hong Kong hotel industry. International Journal of Hospitality Management, 20: 277-297.

Claver, E., Pereira, J., Molina, J.F. and Tarí, J.J. (2010). Certificación en Calidad y Medio Ambiente y su Relación con el Rendimiento Empresarial: Evidencia en el Sector Hotelero Español; Departamento de Organización de Empresas, Universidad de Alicante, 47–48: 25–37.

Christou, E. & Kassianidis, P. (2002). Examining the Adoption of E-shopping for Travel Services: Determinants of Consumers’ Perceptions. Information and Communication Technologies in Tourism 2002. A. Wober, A. Frew, and M. Hitz., (eds.), Springer-Verlag, Wien.

Christou, E. and Sigala, M. (2002). Innovation in hospitality and tourism education. International Journal of Tourism Research, 4(1), 65-67.

Dabija, D. and Babut, R. (2014). Enhancing Consumers Satisfaction and loyalty of retailersin Romania through Store Ambiance and Communication. Procedia Economics and Finance, 1: 371–382.

Dermetzopoulos, A., Bonarou, C., & Christou, E. (2009). Military service, destination image and repeat visitation on a Greek border island. Tourismos: An International Multidisciplinary Journal of Tourism 4(3): 127–147.

Dimitriades, Z.S. (2006). Customer satisfaction, loyalty and commitment in service organizations – Some evidence from Greece. Management Research News, 29(12): 782-800.

Erickson, W. (1991). Frequency marketing is the repeat business. Marketing News, 25(4): 9.

Faullant, R., Matzler, K. and Füller, J. (2008). The impact of satisfaction and image on loyalty: the case of Alpine ski resorts. Managing Service Quality, 18(2): 163-178.

Fernández-Viñé, M.B., Gómez-Navarro, T. and Capuz-Rizo, S.F. (2010). Eco-efficiency in the SMEs of Venezuela.Current status and future perspectives. Journal of Cleaner Production, 18:736–746.

Fraj, E., Matute, J. and Melero, I. (2015). Environmental strategies and organizational competitiveness in the hotel industry: The role of learning and innovation as determinants of environmental success. Tourism Management, 46:30–42.

Gretzel, U., Sigala, M. and Christou, E. (2012). Social Media Change the Name of the Game in the Tourism and Hospitality Industries, The European Financial Review, 20 October, available at: http://www.europeanfinancialreview.com/?p=1340.

Gronoos, C. (1990). Service management and marketing: managing the moments of truth in service competition. Lexington Books, USA.

Gundersen, M. G., Heide, M. and Olsson, U. H. (1996). Hotel Guest satisfaction among Business Travellers: What Are the Important Factors? The Cornell Hotel and Restaurant Administration Quarterly, 37(2): 72-81.

Hair, F., Anderson. R., Tatham, R. and. Black, W. (1995). Multivariate Data Analysis with Readings 4th Ed. London, Prentice-Hall International.

Howat, G. and Assaker, G. (2013). The hierarchical effects of perceived quality on erceived value, satisfaction, and loyalty: Empirical results from public, outdoor aquatic centres in Australia. Sport Management Review, 16: 268–284.

Hsu, M. H., Yen, C. H., Chiu, C. M., and Chang, C. M. (2006). A longitudinal investigation of continued online shopping behaviour: An extension of the theory of planned behaviour. International Journal of Human-Computer Studies, 64(9): 889–904.

Ikkos, A., and Koutsos, S. (2018). The contribution of Tourism to the Greek economy in 2017, 1st edition (provisional data) – May 2018, SETE Intelligence, INSETE http://www.insete.gr/portals/0/meletes-INSETE/01/2018_SymvolhTourismou-2017_EN.pdf. [Accessed the 12th of June 2018, 16:15]

Jana, A. and Chandra, B. (2016). Mediating Role of Customer Satisfaction in the MidMarket Hotels: An Empirical Analysis. Indian Journal Of Science And Technology, 9(1).

Joreskog, K. and Sorbom, D. (1993). LISREL 8: Structural Equation Modeling with the SIMPLIS Command Language, Lawrence Erlbaum, Hillsdale, N.J.

Kandampully, J. and Suhartanto, D. (2000). Customer loyalty in the hotel industry: the role of customer satisfaction and image. International Journal of Contemporary Hospitality Management, 12(6): 346-351.

Karatepe, O. M. and Ekiz, E. H. (2004). The effects of organizational responses to complaints on satisfaction and loyalty: A study of hotel guests in Northern Cyprus. Managing Service Quality, 14(6): 476–486.

Khanna,M. and Speir, C. (2013). Motivations for Proactive Environmental Management. Sustainability, 5: 2664–2692.

Kirk, D. (1998). Attitudes to environmental management held by a group of hotel managers in Edinburgh. International Journal of Hospitality Management, 17: 33–47.

Lee, J., Hsu, L., Han, H. and Kim, Y. (2010). Understanding how consumers view green hotels: How a hotel’s green image can influence behavioural intentions. Journal of Sustainable Tourism, 18: 901–914.

Luo, X. and Homburg, C. (2007). Neglected Outcomes of Customer Satisfaction. Journal of Marketing, 71(2): 133-149.

Miles, M. and Covin, J. (2000). Environmental marketing: A source of reputational, competitive and financial advantage. Jurnal of Bussines Ethics, 23: 299–311

Mohamed, S.T. (2001). The impact of ISO 14000 on developing world businesses. Renew Energy, 23: 579–584.

Molina-Azorín, J.F., Claver-Cortes, E., Pereira-Moliner, J. and Tarí, J.J. (2009).Environmental practices and firm performance: An empirical analysis in the Spanish hotel industry. Journal of Cleaner Production, 17: 516–524.

Moliner, M. A., Sánchez, J., Rodríguez, R. M. and Callarisa, L. (2007). Relationship quality with a travel agency: The influence of the post purchase perceived value of a tourism package. Tourism and Hospitality Research, 7(3/4): 194–211.

Oliver, R.L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17: 460-469.

Oliver, R.L. (1997). Satisfaction: A Behavioural Perspective on the Customer. New York: McGraw-Hill.

Oh, H. and Parks, S. (1997). Customer satisfaction and service quality: a critical review of the literature and research implications for the hospitality industry. Hospitality Research Journal, 20(3): 35-64.

Parasuraman A., Zeithaml V. and Berry L. (1988). SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64 (1): 12–40.

Piron, F. (2001). Effects of service and communication initiatives on retail grocery consumers’ loyalty. Singapore Management Review, 23(2): 45–60.

Schmidheiny, S. (1992) Changing Course: A Global Business Perspective on Development and the Environment; MIT Press: Cambridge, UK.

Sigala, M. & Christou, E. (2006) Investigating the impact of e-customer relationship management on hotels’ website service quality. ECIS 2006 Proceedings. 118. http://aisel.aisnet.org/ecis2006/118.

Singh, U. and Dewan, J. (2009). Hotel management. New Delhi: APH Pub.

Söderlund, M. (1998). Customer satisfaction and its consequences on customer behaviour revisited: The impact of different levels of satisfaction on word-of-mouth, feedback to the supplier and loyalty. International Journal of Service Industry Management, 9(2): 169-188.

Spreng, R. A. and Mackoy, R. D. (1996). An empirical examination of a model of perceived service quality and satisfaction. Journal of Retailing, 72(2): 201–214.

Starik, M. and Marcus, A. (2000). Introduction to the special research forum on the management of organizations in the natural environment: A field emerging from multiple paths, with many challenges ahead. Academy of Management, 43: 539–547

Stegerean, R., Petre, A. and Chis, A. (2014). Environmental Strategy and Hotel Competitiveness- Evidence from Brasov County. PROCEEDINGS OF THE 8th INTERNATIONAL MANAGEMENT CONFERENCE "MANAGEMENT CHALLENGES FOR SUSTAINABLE DEVELOPMENT", November 6th-7th, 2014, BUCHAREST, ROMANIA.

Tsiotsou, R. and Goldsmith, R. (2012). Strategic marketing in tourism services. Bingley: Emerald.

Valachis, I., Christou, E., Sigala, M. and Maroudas, L. (2009). Developing human resources’ skills and knowledge in tourism and hospitality industry through the determination of quality of training program. Tourism and Hospitality Management, 15(1), pp.61-72.

Yeung, M. C. H., Ging, L. and Ennew, C. T. (2002). Customer satisfaction and profitability: A reappraisal of the nature of the relationship. Journal of Targeting, Measurement and Analysis for Marketing, 11(1): 24-33.

Yang, Y., Liu, X., Jing, F., and Li, J. (2014). How does perceived value affect travelers’ satisfaction and loyalty? Social Behavior and Personality, 42(10):1733–1744.