Purpose

This study aims to investigate the influence of customer satisfaction and brand loyalty on hotel guests’ repurchase intentions when they experience consumer confusion.

Design/methodology/approach

A quantitative research method was used in the study and the data were collected through a survey. A survey was used to collect data from 406 hotel guests staying at four and five-star hotels. The structural equation model was used to test the influence of consumer confusion on hotel guests’ repurchase intentions.

Findings

The findings of the study show that while consumer confusion has a negative effect on hotel guests’ repurchase intentions, customer satisfaction and brand loyalty have a positive influence on their repurchase intentions. Customer satisfaction and brand loyalty tend to have a partial mediating role in the relationship between consumer confusion and repurchase intention.

Practical implications

The findings show the need for the hotel management to provide simple, concise, yet sufficient information enabling tourists to differentiate their offerings to reduce confusion.

Originality/value

Previous research has largely neglected the role of guests’ loyalty and satisfaction with the hotel brand. This research shows that guests’ loyalty and satisfaction with the hotel brand play an important role in terms of the repurchase intention and in reducing confusion.

中文翻译：

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消费者困惑对酒店客人重购意愿的影响：品牌忠诚度和顾客满意度的作用

 目的

本研究旨在探讨顾客满意度和品牌忠诚度对酒店客人在经历消费者困惑时的重复购买意愿的影响。

设计/方法论/途径

本研究采用定量研究方法，通过调查收集数据。一项调查收集了 406 名入住四星级和五星级酒店的酒店客人的数据。采用结构方程模型检验消费者困惑对酒店客人复购意愿的影响。

 发现

研究结果表明，虽然消费者困惑对酒店客人的重复购买意愿产生负面影响，但顾客满意度和品牌忠诚度对其重复购买意愿产生积极影响。顾客满意度和品牌忠诚度在消费者困惑与重复购买意愿的关系中往往起部分中介作用。

 实际影响

研究结果表明，酒店管理层需要提供简单、简洁且充分的信息，使游客能够区分他们的产品，以减少混乱。

 原创性/价值

以往的研究很大程度上忽视了客人对酒店品牌的忠诚度和满意度的作用。这项研究表明，客人对酒店品牌的忠诚度和满意度在重购意愿和减少混乱方面发挥着重要作用。