The Effects of Atmosphere on Perceived Values and Customer Satisfaction toward the Theme Hotel: The Moderating Role of Green Practice Perception
Abstract
:1. Introduction
2. Literature Review
2.1. Theme Hotels
2.2. Customer Satisfaction
2.3. Atmospheric Cues
2.4. Perceived Value and Green Design
3. Materials and Methods
3.1. Research Framework
3.2. Research Instrument and Measurement
Measures
3.3. Subjects and Data Collection
3.4. Data Analysis
4. Results Analysis and Discussion
4.1. Socio-Demographic Factors
4.2. Confirmatory Factor Analysis
4.2.1. Convergent Validity
4.2.2. Discriminant Validity
4.3. Associations of Atmospheric Cues, Perceived Value, and Satisfaction
4.3.1. Model Fit
4.3.2. Path Analysis
4.3.3. Perceived Value as a Mediator
4.4. The Effects of Green Practices
5. Discussion
5.1. The Role of Atmosphere Perception
5.2. Index of Model Fit
5.3. Growing Concern about Green Practices
5.4. Responding to Changing Consumer Behaviors in the Context of COVID-19
6. Conclusions and Implications
6.1. Conclusions
6.2. Academic Implications
6.3. Managerial Implications
6.4. Limitations and Future Study Directions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Var. | Categories | n. | % | Var. | Categories | n. | % |
---|---|---|---|---|---|---|---|
Gender | Male | 98 | 36.7 | Age (years old) | <23 | 24 | 9.0 |
Female | 169 | 63.3 | 24–35 | 124 | 46.4 | ||
Marital | Married | 124 | 46.4 | 36–47 | 98 | 36.7 | |
Single | 143 | 53.6 | 48–59 | 19 | 7.1 | ||
Education | <H. School | 3 | 1.1 | >60 | 2 | 7 | |
H. School | 26 | 9.7 | Job nature | Full-time | 227 | 85.0 | |
College | 168 | 62.9 | Part-time | 35 | 13.1 | ||
Graduate | 70 | 26.2 | Volunteer | 5 | 1.9 | ||
Income/M, Household | <20 K | 15 | 5.6 | ||||
Jobs | Student | 26 | 9.7 | 21~40 K | 73 | 27.3 | |
Retired | 8 | 3.0 | 41~60 K | 58 | 21.7 | ||
Blue collars | 63 | 23.6 | 61~80 K | 36 | 13.5 | ||
Office staff | 101 | 37.8 | 81~100 K | 43 | 16.1 | ||
State | 31 | 11.6 | >101 K | 42 | 15.7 | ||
Professional | 26 | 9.7 | Area | Urban | 210 | 8.7 | |
Bus. owner | 6 | 2.2 | Rural | 54 | 20.2 | ||
Top managers | 6 | 2.2 | Others | 3 | 1.1 | ||
Origin | Fujian | 199 | 74.5 | Purpose of staying | Business | 34 | 12.7 |
Hakkai | 38 | 14.2 | Vacation | 205 | 76.8 | ||
O. province | 17 | 6.4 | Conference | 18 | 6.7 | ||
Primitive | 2 | 0.7 | Friend visit | 7 | 2.6 | ||
Foreigner | 6 | 2.2 | Others | 3 | 1.1 | ||
Others | 5 | 1.9 |
Reasons | Responses | Observations | |
---|---|---|---|
n | % | % | |
Relative recommend | 91 | 14.5% | 34.1% |
Easy accessibility | 85 | 13.5% | 31.8% |
Only hotel around | 36 | 5.7% | 13.5% |
Reputation | 40 | 6.4% | 15.0% |
Facilities | 126 | 20.1% | 47.2% |
Friendly | 88 | 14.0% | 33.0% |
Reasonable pricing | 146 | 23.2% | 54.7% |
Familiar servants | 11 | 1.8% | 4.1% |
Others | 5 | 0.8% | 1.9% |
Sum | 628 | 100.0% | 235.2% |
Construct | Construct Reliability | Convergent Validity |
---|---|---|
CR | AVE | |
Customer satisfaction | 0.716 | 0.695 |
External | 0.867 | 0.521 |
Interior | 0.915 | 0.546 |
Design & layout | 0.906 | 0.580 |
Reception | 0.882 | 0.599 |
Personnel | 0.928 | 0.619 |
Quality | 0.891 | 0.673 |
Emotional | 0.905 | 0.706 |
Price | 0.878 | 0.644 |
Social | 0.837 | 0.632 |
Atmospherics | 0.955 | 0.809 |
Perceived value | 0.933 | 0.776 |
AVE | Customer Satisfaction | Atmospherics | Perceived Value | Green Practice | |
---|---|---|---|---|---|
Customer satisfaction | 0.695 | 0.834 | |||
Atmospherics | 0.809 | 0.688 | 0.899 | ||
Perceived value | 0.776 | 0.678 | 0.636 | 0.881 | |
Green practice | 0.653 | 0.694 | 0.504 | 0.546 | 0.808 |
Model Fit | Criteria | Model Fit of Research Model |
---|---|---|
χ2 | The small the better | 2347.539 |
DF | The large the better | 1472 |
Normed Chi-sqr (χ2/DF) | 1 < χ2/DF < 3 | 1.576 |
RMSEA | <0.08 | 0.047 |
GFI | >0.9 | 0.918 |
AGFI | >0.9 | 0.902 |
NFI | >0.9 | 0.918 |
TLI(NNFI) | >0.9 | 0.921 |
CFI | >0.9 | 0.924 |
DV | IV | Unstd. | S.E. | Unstd./S.E. | p-Value | Std. | R2 |
---|---|---|---|---|---|---|---|
Perceived value | Atmospherics perception | 1.249 | 0.163 | 7.638 | 0.000 | 0.644 | 0.415 |
Customer satisfaction | Perceived value | 0.463 | 0.080 | 5.767 | 0.000 | 0.407 | 0.570 |
Atmospherics perception | 0.941 | 0.166 | 5.657 | 0.000 | 0.426 |
Effects | P.E. | S.E. | P.C. | BCB | ||
---|---|---|---|---|---|---|
Z | p | Lower | Upper | |||
Atmospherics– Perceived Value- Satisfaction | 0.579 | 0.354 | 1.636 | 0.102 | 0.131 | 1.507 |
D.V. | Models | χ2 | d.f. | Δχ2 |
---|---|---|---|---|
Customer satisfaction | M1 Base model | 6620.974 | 2944 | |
M2 Moderating | 6624.935 | 2945 | 3.961 * |
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Chang, T.-Y.; Lin, Y.-C. The Effects of Atmosphere on Perceived Values and Customer Satisfaction toward the Theme Hotel: The Moderating Role of Green Practice Perception. Sustainability 2022, 14, 9153. https://doi.org/10.3390/su14159153
Chang T-Y, Lin Y-C. The Effects of Atmosphere on Perceived Values and Customer Satisfaction toward the Theme Hotel: The Moderating Role of Green Practice Perception. Sustainability. 2022; 14(15):9153. https://doi.org/10.3390/su14159153
Chicago/Turabian StyleChang, Tsen-Yao, and Yu-Cheng Lin. 2022. "The Effects of Atmosphere on Perceived Values and Customer Satisfaction toward the Theme Hotel: The Moderating Role of Green Practice Perception" Sustainability 14, no. 15: 9153. https://doi.org/10.3390/su14159153