Marketing Performance Sustainability in the Jordanian Hospitality Industry: The Roles of Customer Relationship Management and Service Quality

The Influence of Relational Benefits on Behavioral Intention and the Moderating Role of Habit: A Study in a Personal Service Business

The intention to repurchase is a key component in relationship marketing. However, minimal attention has been paid to how customers' habitual behavior moderates the relationship between customers' evaluation of benefits received from a service provider and the intention to revisit, specifically in a personal service business where customer-service provider interactions likely constitute the core of a sustainable relationship. To address this gap, the current study proposes and tests a comprehensive model to advance the theory of relationship marketing (RM) and additionally contributes to social exchange theory (SET), as well as the theory of repurchase decision making (TRD), in the business service context. Structural equation modeling (SEM) was employed to examine the relationships of the research model. Based on data collected from 482 customers on their perceptions of hairstylists, the empirical findings revealed that relational benefits significantly affect post-experience behavior, satisfaction, trust, and relationship commitment, and subsequently boost the intention to revisit. Furthermore, habit as an unconscious factor moderates the paths between revisiting intention and its determinants. Although several limitations exist, the findings practically and theoretically contribute to the literature on relationship marketing.

Distribution Differentiation and Influencing Factors of the High-Quality Development of the Hotel Industry from the Perspective of Customer Satisfaction: A Case Study of Sanya

Achieving customer satisfaction is an important goal of the high-quality development (HQD) of the hotel industry. The purpose of this study is to summarize the spatial distribution characteristics and influencing factors of the HQD of the hotel industry to better help improve hotel customer satisfaction and realize the HQD of the hotel industry. Taking Sanya as an example, this study applied kernel density analysis, grid analysis and a geographically weighted regression (GWR) model to reveal the distribution characteristics and influencing factors of the HQD of the hotel industry. The research results show that (1) from 2010 to 2020, both budget hotels and luxury hotels showed an increasing trend year by year and the degree of spatial agglomeration was continuously strengthened. (2) The overall HQD of the hotel industry in Sanya is at a medium to high level, but the development between different regions is unbalanced. The HQD level of the hotel industry in the eastern part of the city is better than that in the western region. (3) There are significant differences in the HQD level and its spatial distribution characteristics of budget hotels and luxury hotels. (4) Hardware facilities, price levels, market popularity and traffic conditions have a positive impact on the HQD level of the hotel industry, while hotel scale and business prosperity have a negative impact on the HQD level of the hotel industry. The public service level does not pass the significance test. The conclusions of this study can provide theoretical reference for the decision-making of HQD of urban tourism.