Title: Investigating hostels revisit intention in Taiwan: the moderating effect of customers' desire
Authors: Alvaro Garcia Carvajal; Chiehwen Ed Hsu; S. Yeshwant Raj
Addresses: National Cheng Kung University, No. 1, University Road, Tainan City 701, Taiwan ' National Cheng Kung University, No. 1, University Road, Tainan City 701, Taiwan ' National Cheng Kung University, No. 1, University Road, Tainan City 701, Taiwan
Abstract: The present study examines the potential relationship existing in customers' desire, satisfaction, trust and revisit intention in hostel services patronage in Taiwan. It employs the expectation-confirmation theory to examine the potential relationship among variables which are the antecedents of customers' satisfaction and trust, a moderating variable, namely desire was integrated into the research framework. A survey questionnaire included a sample of 200 subjects of respondents and was collected over five hostels located in the metropolitan cities of Taiwan. Expectations and perceived values both have substantial effects on customers' satisfaction. In addition, satisfaction per se has a significant effect on trust and revisit intention. A major unusual finding is that desire has a positive moderating effect on trust and revisit intention. Surprisingly, there is a negative moderating effect of desire towards satisfaction and revisit intention. Service quality and trust were not critical whereas expectation satisfaction and desire are the critical factors.
Keywords: satisfaction; trust; desire; revisit intention; expectation.
International Journal of Business Excellence, 2023 Vol.29 No.1, pp.1 - 16
Received: 30 Mar 2020
Accepted: 30 May 2020
Published online: 16 Jan 2023 *