Hotel Customer Repurchase Intentions

Most researches tried to explain customer repurchase intention by customer satisfaction, as customer satisfaction are regarded as one of the most important factors influencing consumer post-purchase attitude. However, the study results about the relationship between repurchase intention and satisfaction varied among different literatures. Researchers have argued that besides customer satisfaction, there are other factors, including switching barriers and customer trust, having effect on repurchasing intention. Nevertheless, switching barriers were often tested as a moderating variable. Little attention has been paid to switching barriers as a direct factor to repurchase intention.This study was carried out based on the literature review about repurchase intention, customer trust, switching barriers, variety seeking, customer satisfaction, perceived value, perceived quality and perceived equity and other relegated research models, aiming to integrate these important factors into a comprehensive model for repurchase intention. Meanwhile, the research model was tested by empirical analysis. Therefore, this dissertation focuses on: (1) scale development for main variables; (2) the interactions between variables based on structural equation model.The empirical study was carried out among average consumers with hotel-lodging experience by questionnaire research and 245 valid respondences were collected through convenient sampling and online research.This study applied SPSS 13.0 and AMOS 7.0 programme for the statistical analysis. Here are the main results: (1) Perceived quality has direct positive influence to repurchase intention as well as indirect influence via customer satisfaction to repurchase intention. (2) Customer satisfaction has significant influence to repurchase intention, while perceived value does not. Perceived value has only indirect influence on repurchase intention through customer satisfaction. (3) The hypothesis that customer trust has direct influence on repurchase intention was not supported in this study. (4) Variety seeking has no direct influence on repurchase intention. (5) Interpersonal relation and attractions of alternatives were proved to have significant influence on repurchase intention, while switching cost did not show direct influence on repurchase intention. In the end the implications and limitations were discussed.