The Factors That Affect Customers’ Revisit Intention of Hotels: An Empirical Study Applied on Saudi Arabia

Abstract

This study aimed to empirically test the factors that affect customers' revisit intention of hotels based on the importance of this promising sector to the Saudi economy.The study adopted the S-O-R model to investigate how consumers' emotional reactions (O) were influenced by environmental stimuli (S), and how these emotional reactions affected customers' behavioral responses (R) by investigating how atmospheric variables and perceived quality trigger hotel customer satisfaction and in return affect their revisit intention.A self-administered questionnaire was distributed on 5-star international hotels located in Riyadh in Saudi Arabia, with 134 valid responses. The structural equation model was used to empirically test the proposed hypotheses with AMOS statistical package.The research found that "assurance" as one of the service quality dimensions had a significant impact on the hotel customer satisfaction. In addition, "word-of mouth" and "customer satisfaction" had a direct and positive impact on customers' revisit intentions to the same hotels.From a practical point of view, the study recommends that hotel managers ensure continuous training to their employees, even for parttimers, to ensure that their employees are knowledgeable and can make better decisions in the future, especially to handle guests' queries or complaints.

Customer Satisfaction and Repurchase Intentions in Hotels During the Exchange Rate Change in Egypt: A Comparative Study Based on Demographic and Tripographic Attributes

“…However, not all purchase intentions culminate in successful buying processes, and preferences for product categories exhibit considerable variation among consumers (Chong, Tan, Mah & Low, 2020). Hence, RI in the hospitality industry consists of two dimensions: the intention to recommend the hotel to others and the intention to revisit the hotel (AbdelHamid & Farid, 2023). Furthermore, RI is influenced by consumer attitudes towards the product and previous behavior (Susanto, Sudapet, Subagyo & Suyono, 2021).…”

“…For hospitality businesses, repurchase intentions emerges as a vital variable crucial for growth and survival (AbdelHamid & Farid, 2023). Customers are more likely to repeat purchases when services meet their expectations, as their purchase decisions reflect their satisfaction and dissatisfaction (Angelia, 2019).…”