MEASURING THE CUSTOMER SATISFACTION AND LOYALTY: THE EFFECTS OF HEDONIC FEELINGS AND UTILITARIAN BELIEFS

摘要

The study extends a general theoretical framework towards understanding the underlyingcognitive process of the relationship between service quality, hotel image and the customer’semotional experience perceptions (i.e., hedonic feelings and utilitarian beliefs), which affectscustomer satisfaction and customer loyalty. The empirical results indicate that favorable hotelimage and high service quality leads to a positive emotional experience on the part of thecustomer which can positively affect customer satisfaction and loyalty. Most notably, hedonicfeelings and utilitarian beliefs towards satisfaction are mostly driven by service quality comparewith hotel image. Additionally, customer loyalty is dominated by hedonic feelings whereascustomer satisfaction is motivated by utilitarian beliefs.