The role of cultural differences in customer retention: Evidence from the high-contact service industry

Fam, K. S. and Cheng, Boon Liat * and Cham, Tat Huei and Tan, C. Y. (2021) The role of cultural differences in customer retention: Evidence from the high-contact service industry. Journal of Hospitality & Tourism Research. ISSN 1096-3480

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Current tourism landscape and dynamism of the business environment have increased market competitiveness in the high-contact service industry. Hotel operators must now pay greater heed to customer retention by exploring ways to improve customer engagement and experience. Toward this end, this study aimed to examine the interplays between relationship marketing, perceived service quality, corporate image, customer satisfaction, and customer loyalty, as well as the moderating effect of cultural difference between Asian and Western tourists. Using a questionnaire, data were collected from 400 international tourists and analyzed with the structural equation modeling technique. While the direct relationships pertaining the variables of interest were found to be significant, Asian tourists appeared to hold stricter standards in employee–customer interactions and satisfaction-based loyalty than Western tourists. Discussion and implications are provided to promote the development of fruitful hotel–customer relationships in this industry with a heightened customer orientation.

Item Type: Article
Uncontrolled Keywords: relationship marketing; perceived service quality; corporate image; customer satisfaction; customer loyalty; cultural difference; hotel industry
Subjects: H Social Sciences > HF Commerce
G Geography. Anthropology. Recreation > G Geography (General) > G 154.9 Tourism
Divisions: Others > Non Sunway Academics
Sunway University > Sunway Business School [formerly Sunway University Business School until 2023] > Dept of Marketing Strategy and Innovation [formerly Dept. Marketing]
Depositing User: Dr Janaki Sinnasamy
Related URLs:
Date Deposited: 06 Oct 2021 05:58
Last Modified: 06 Oct 2021 05:58

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