Consequences of Customer Dissatisfaction in Upscale and Budget Hotels: Focusing on Dissatisfied Customers’ Attitude Toward a Hotel |
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| Authors: | Bona Kim Seongseop Kim Cindy Yoonjoung Heo |
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| Institution: | 1. Department of Business Administration and Tourism and Hospitality Management, Mount Saint Vincent University, Halifax, Nova Scotia, Canadabona.kim2@msvu.ca;3. School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Kowloon, Hong Kong;4. Ecole h?telière de Lausanne, HES-SO/University of Applied Sciences Western Switzerland, Delémont, Switzerland |
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| Abstract: | It is important to understand customer dissatisfaction in order to maintain a sustainable business, given that the negative effects of customer dissatisfaction in service businesses may be even greater than the positive effects of satisfaction. This study investigates customer dissatisfaction and its consequences by focusing on the mediating role of attitude toward a hotel according to different hotel classes related to customer expectation level. The results show a mediating role for attitude in the relationship between customer dissatisfaction and specific negative behavioral intentions. This study broadens our knowledge of customer dissatisfaction and the role of attitude toward a hotel in the relevant literature. The empirical findings demonstrate that regardless of hotel type, customer dissatisfaction significantly affects their attitude and their consequent negative behavioral intention. |
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| Keywords: | Attitude toward a hotel complaining behavior customer dissatisfaction negative word-of-mouth switching behavior upscale and budget hotels |
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