Explaining the linkage between Contactless Practices and Consumer Behaviour: An Empirical Investigation on Hotel Services
Keywords:
COVID-19 pandemic Hotel services, Contactless service practices, Consumer Satisfaction, perceived performance outcomesAbstract
Corona Virus Infections Disease 19 (COVID-19) has forced the hotel community to adopt contactless services practices. In this reference, the current study aims to examine consumer awareness, expectations, and experience with Contactless Services Practices (CSP) and their impact on consumer satisfaction and perceived performance outcomes. The association between contactless practices and hotel performance outcomes is examined, along with the role that customer satisfaction plays as a moderator. Structural equation modelling, SEM-PLS is used to analyze a total of 337 responses using the SPSS 22 version. The results indicate that contactless practices have a significant impact on customer satisfaction and performance outcomes in terms of length of stay. The results also showed that the relationship is mediated by customer satisfaction between contactless service practices and perceived performance outcomes. The study adds to the understanding of how "innovative service design" can improve customer satisfaction, passionate connection, and mental assessment of accommodation brands. The novelty of this study is showing the relationship between contactless practices and consumer behaviour in hotel services during the pandemic.
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