A Moderating Role of Green Practices on the Relationship between Service Quality and Customer Satisfaction: Chinese Hotel Context

The purpose of the current study is to investigate the existence of a moderating effect of a green initiative on the relationship between service quality and customers' satisfaction in the Chinese hotel context. The study adopts a 2 × 2 between-subjects experimental design using scenarios. Four...

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Published inJournal of China tourism research Vol. 14; no. 1; pp. 42 - 60
Main Authors Lee, Seoki, Sun, Kyung-A, Wu, Luorong (Laurie), Xiao, Qu
Format Journal Article
LanguageEnglish
Published Routledge 02.01.2018
Subjects
customer satisfaction
Green initiative
moderating effect
service quality
绿色环保践行、服务质量、顾客满意度、调节作用
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ISSN1938-8160
1938-8179
DOI10.1080/19388160.2017.1419897

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Abstract The purpose of the current study is to investigate the existence of a moderating effect of a green initiative on the relationship between service quality and customers' satisfaction in the Chinese hotel context. The study adopts a 2 × 2 between-subjects experimental design using scenarios. Four scenarios provide a mixed combination of high or low cases for a hotel's green participation, and good or poor cases for service quality. The study uses the survey method to collect data from Chinese guests. It finds the main effect of service quality on customers' satisfaction and a significant moderating role for green initiatives on the relationship between service quality and customers' satisfaction, but interestingly found an opposite direction of the moderating role to the one hypothesized. The study's results also reveal an insignificant main effect of a green initiative on customers' satisfaction. The study provides theoretical and practical implications.
AbstractList The purpose of the current study is to investigate the existence of a moderating effect of a green initiative on the relationship between service quality and customers' satisfaction in the Chinese hotel context. The study adopts a 2 × 2 between-subjects experimental design using scenarios. Four scenarios provide a mixed combination of high or low cases for a hotel's green participation, and good or poor cases for service quality. The study uses the survey method to collect data from Chinese guests. It finds the main effect of service quality on customers' satisfaction and a significant moderating role for green initiatives on the relationship between service quality and customers' satisfaction, but interestingly found an opposite direction of the moderating role to the one hypothesized. The study's results also reveal an insignificant main effect of a green initiative on customers' satisfaction. The study provides theoretical and practical implications.
Author Lee, Seoki
Wu, Luorong (Laurie)
Sun, Kyung-A
Xiao, Qu
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  organization: School of Hotel and Tourism Management, The Hong Kong Polytechnic University
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SubjectTerms customer satisfaction
Green initiative
moderating effect
service quality
绿色环保践行、服务质量、顾客满意度、调节作用
Title A Moderating Role of Green Practices on the Relationship between Service Quality and Customer Satisfaction: Chinese Hotel Context
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Volume 14
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