The influence of consumer confusion on the repurchase intentions of hotel guests: the role of brand loyalty and customer satisfaction
Muhammed Baykal,
Ahu Yazıcı Ayyıldız,
Erdogan Koc
Abstract: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 intent… Show more
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