The Role of Hotel Customer-Employee Bond in Generating Positive Customer Behavioural Outcomes

Uslu A., Caber M.

TOURISM ANALYSIS, vol.27, no.3, pp.299-315, 2022 (ESCI)

  • Publication Type: Article / Article
  • Volume: 27 Issue: 3
  • Publication Date: 2022
  • Doi Number: 10.3727/108354222x16449628077694
  • Journal Name: TOURISM ANALYSIS
  • Journal Indexes: Emerging Sources Citation Index (ESCI), Scopus, CAB Abstracts, Hospitality & Tourism Complete, Hospitality & Tourism Index, Veterinary Science Database, DIALNET
  • Page Numbers: pp.299-315
  • Akdeniz University Affiliated: Yes

Abstract

In the hospitality sector, while close and high quality of relationships between the customers and employees may develop a long-lasting bilateral bond, the opposite may create customer loss. By following a customer-oriented approach, this study aims to examine the influence of the customer– employee bond on hotel customers' satisfaction, perceived value, and behavioral intention. For achieving this purpose, a survey was conducted with the participation of British tourists staying in hotels located in Fethiye, Turkey. Results of the structural equation modeling showed that the customer–employee bond significantly and positively impacts all variables. In addition, customer satisfaction has a significant influence on behavioral intention, whereas perceived value affects customer satisfaction and behavioral intention. The findings of the study stress the importance of hotel employees in creating good and long-term relationships with the customers.