The Impact of Perceived Service Fairness and Quality on the Behavioral Intentions of Chinese Hotel Guests: the Mediating Role of Consumption Emotions

ABSTRACT This study investigates how service evaluations in a hotel hospitality context elicit customers’ affective states, which then contribute to their behavioral intentions. The results of a study with Chinese leisure hotel guests (n = 451) provide support for the proposed model. Specifically, perceived service fairness has a significant effect on perceived service quality and impacts behavioral intentions directly, but also indirectly through consumption emotions. Perceived service quality has a direct influence on word-of-mouth referral intentions, and indirectly impacts both repurchase intentions and referral intentions through positive emotion. Finally, findings indicate a repurchase intentions to referral intentions effect.

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