International Journal of Research Studies in Management
CollabWritive Special Issue
2023 Volume 11 Issue 10
Available Online: 25 August 2023
Author/s:
Po, Sarah*
De Lasalle University, Philippines (sarah_po@dlsu.edu.ph)
Jiang, Min
De Lasalle University, Philippines (min_jiang@dlsu.edu.ph)
Abstract:
This study aims to empirically examine the effect of hotel green practices on customer loyalty through word-of-mouth and revisit intention, as well as the mediating effect of green perceived value and green satisfaction. The model was examined using descriptive, and multivariate analysis by means of data gathered from 300 surveys completed by valid hotel guests who stayed in Department of Tourism-accredited hotels in the Philippines. The key findings of this study indicate a significant effect on green loyalty, green perceived value, and green satisfaction manifested by green practices in terms of energy conservation, water conservation, and waste management. Most of the respondents were female at 61.7% (n=185), college graduates (n= 187, 62.3%), earning Php 20,000 and below (n=98, 32.7%), mostly stayed in a five-star hotel (n=138, 46%), and their main purpose of visit in hotels is for leisure at 84% (n=252). Moreover, the research question was answered by linear regression when each green practices determinant was regressed individually resulting in ACCEPT of all alternative hypotheses. The result states that green practices dimensions significantly affect and positively influence the green perceived value, green satisfaction, and green loyalty manifested by the hotel guests. However, most hotel guests believe that the effect of green practices on green satisfaction is more important than green perceived value. While green customer loyalty is mostly demonstrated through word-of-mouth they intend to return to the hotel. This study is especially pertinent given the current reality, which is marked by increasing environmental awareness among hotel guests and corporate environmental responsibility. Additionally, in contrast to earlier studies, this study adopts the green perceived value and customer satisfaction to further improve our comprehension of hotel customer loyalty through their revisit intention and word-of-mouth.
Keywords: green practices, green customer loyalty, green perceived value, green satisfaction
DOI: https://doi.org/10.5861/ijrsm.2023.1129
Cite this article:
Po, S., & Jiang, M. (2023). The effects of green practices on green customer loyalty in the hotel industry: Multi-mediating role of green perceived value and green satisfaction. International Journal of Research Studies in Management, 11(10), 95-106. https://doi.org/10.5861/ijrsm.2023.1129
* Corresponding Author