GREEN PRACTICES, GUEST SATISFACTION AND LOYALTY IN THE HOTEL INDUSTRY

Abstract

This study examines the nexus between green activities and guests’ satisfaction, repurchase intention, and willingness to promote the hotel through good word-of-mouth (WOM). The study was hinged on Engel-Kollat-Blackwell (EKB) theory which was used to explain marketing and decision-making processes of customers when purchasing. Structured questionnaire was used to elicit information from guests staying in 2, 3, and 4-star hotels in Osun state, Nigeria, and this was achieved based on the quantitative research technique and survey research design to compare the proposed hypotheses. The results revealed a positive association between green practices and customer satisfaction, which gives a numerical evidence to affirm the influence of environmental measures, both direct and mediated through satisfaction, on the repurchase intention and the Word of Mouth that emanated from the guests. Furthermore, the association between hotel “green practices” and customer satisfaction is moderated by trip purpose. To satisfy the customer demands and achieve positive intention to repurchase, emphasis was laid on how crucial it is for hotel businesses to adopt sustainable practices.