Synthesizing the effects of green experiential quality, green equity, green image and green experiential satisfaction on green switching intention

Abstract

Purpose -This study aims to fill a conceptual gap by identifying the dimensions of green experiential quality and empirically examining the interrelationships among green experiential quality, green equity, green image, green experiential satisfaction and green switching intention. A multi-dimensional model is used as a framework to synthesize the effects of green experiential quality, green equity, green image and green satisfaction on green switching intention of green hotel customers. Design/methodology/approach -The data used in this study were collected from a sample of 535 customers staying in one green hotel of Taipei City, Taiwan. Data were analyzed using structural equation modeling and hierarchical regression analysis. Findings -The findings support a multi-dimensional model consisting of four dimensions (interaction quality, physical environment quality, access quality and administration quality) to conceptualize and measure perceived green experiential quality. Perceived green experiential quality significantly influences green equity and green image, which, in turn, result in green experiential satisfaction. Green switching intention is influenced by green experiential satisfaction and green image. However, outcome quality is not a component of perceived green experiential quality, which, in turn, insignificantly results in green experiential satisfaction. Green image plays a role in moderating the relationship between green experiential quality and interaction quality, outcome quality, access quality and administration quality. Practical implications -To increase green experiential quality and green equity, enhance green image and green experiential satisfaction and decrease green switching intention, the finding of this study will help green hotel management to develop and implement market-oriented service strategies. Originality/value -This is the first study to synthesize the effects of green experiential quality, green equity, green image and green experiential satisfaction on green switching intention in a green hotel setting.

Promoting towel reuse behaviour in guests: A water conservation management and environmental policy in the hotel industry

“…The overall image of eco‐friendly behaviour at hotels and environmental awareness emerged as important and influential determinants of not only attitude towards eco‐friendly behaviour, but also the sense of obligation to take eco‐friendly actions and the intention to reuse towels at a hotel. This result was coherent with previous studies that stressed the importance of overall image and environmental awareness in explicating customer pro‐environmental behaviour (Chen & Tung, ; Lee et al, ; Wu et al, ). This finding implied that if guests have a favourable overall image about pro‐environmental behaviour while staying at hotels, and if their awareness levels of environmental harm generated by hotels are high thus increasing their positive attitude toward such behaviour, then this boosts their moral obligation to engage in that behaviour, and eventually elicit their intention to reuse towels while staying at hotels.…”

“…The overall image of eco-friendly behaviour at hotels and environmental awareness emerged as important and influential determinants of not only attitude towards eco-friendly behaviour, but also the sense of obligation to take eco-friendly actions and the intention to reuse towels at a hotel. This result was coherent with previous studies that stressed the importance of overall image and environmental awareness in explicating customer pro-environmental behaviour (Chen & Tung, 2014;Lee et al, 2010;Wu et al, 2016).…”

“…Due to its importance, image has long been a research topic in the literature of consumer behaviour (e.g., Assael, ; Kotler & Gertner, ; Kotler, Haider, & Rein, ) and environmental behaviour (e.g., Kotler & Gertner, ; Lee et al, ; Wu, Ai, & Cheng, ). In the environmental behaviour literature in particular, the criticality of the image of a company/product/service has often been stressed, as this concept is believed to strongly influence individuals' decision‐making and behaviour by providing mental shortcuts when processing data related to a purchasing decision (Kotler & Gertner, ; Lee et al, ; Wu et al, ). Overall image is frequently conceptualized as the set of individuals' general beliefs and impressions about a product, company, brand, or service and its attributes (Kotler et al, ; Kotler & Gertner, ; Lee et al, ).…”

“…Due to its importance, image has long been a research topic in the literature of consumer behaviour (e.g., Assael, 1984;Kotler & Gertner, 2002;Kotler, Haider, & Rein, 1993) and environmental behaviour (e. g., Kotler & Gertner, 2002;Lee et al, 2010;Wu, Ai, & Cheng, 2016).…”

“…In the environmental behaviour literature in particular, the criticality of the image of a company/product/service has often been stressed, as this concept is believed to strongly influence individuals' decisionmaking and behaviour by providing mental shortcuts when processing data related to a purchasing decision (Kotler & Gertner, 2002;Lee et al, 2010;Wu et al, 2016). Overall image is frequently conceptualized as the set of individuals' general beliefs and impressions about a product, company, brand, or service and its attributes (Kotler et al, 1993;Kotler & Gertner, 2002;Lee et al, 2010).…”