The Buying Process On Hospitality Services And Its Implication To Loyalty Behaviour

Abstract :

The starting point to investigate hotel buying decision cycle starts with the analysis of the companies as service companies and, therefore, understanding that the tourist/client is an integral part of the service provided, influencing it and being influenced by it, which will automatically affect the quality of that same service. Since?the economic success of these hotel companies depends on the above relationship, providing excellence in customer service should be the mission of the entire hotel organization, including its top managers (Hudson & Hudson, 2013). In the past few years, as travelling develops and, consequently, hotels supply increases, a growing?number of empirical investigations have shown that satisfaction and repeated business are influenced by consumers’ emotional experiences and if it implies a change for a “better emotional state” of the customer – he proceeds from indifference and instability to satisfaction and trust – the provision of service is enhanced and,?therefore, an increase in customers’ perception of value (Back, Barret & Han, 2008).?Thus, building "intimate" relationships is currently considered as a very profitable and compensatory customer loyalty strategy, regarding the costs that personalization of the service requires to set our brand in the guest mind as a reference in quality of service, measured by the difference between service performance and customers’
expectation.Udofia’s research (2019) suggests different scientific research methodologies that include several variables to evaluate and measure quality of service and customer satisfaction. Based on this investigation model and objective, the authors oriented their vision to that variables that match their operational understanding.