How self-image congruence impacts customer satisfaction in hotels

• Bill Merrilees ^[1] ; Hugh Wilkins ^[1] ; Carmel Herington ^[1]
  1. [1] Griffith University

     Griffith University

     Australia

     
• Localización: Tourism analysis, ISSN 1083-5423, Vol. 11, Nº 5, 2006, pág. 311
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • The importance of self-image congruence for product selection has been established across a number of purchase contexts, but the research that has included postpurchase evaluations is limited to a few examples, including a tourist destination, jewelery, and the use of ATMs. Despite recognition of the role of self-image congruence for hotel consumption, no research has been identified that addresses the affect self-image congruence has on postpurchase evaluations. This article reports an empirical analysis of the importance of self-image congruence to the postpurchase evaluation of hotels. The results indicate that self-image congruence affects the level of customer satisfaction. The results also indicate that the impact of self-image congruence varies with purpose of trip and gender.