Quality aspects vs consumption values: What affects intention to book hotels in the post-Covid era?

Abstract

The Covid-19 pandemic had affected the hospitality sector the most due to lockdowns and other government restrictions. As hotels are trying to recover from the losses suffered during the pandemic, hotels can prepare better strategies if they are able to understand the factors affecting customers’ intention to book hotels in the post-Covid era from the Service Quality (SERVQUAL) and Consumption Value Theory lens. Based on a multi-method study containing 33 qualitative interviews, 18274 online reviews and 311 survey responses, it was found that customers prefer ‘less-crowded clean hotels’ which follow Covid-related guidelines properly. The customer reviews about hotels revealed consumption values like, epistemic (“view”, “spacious”), functional (“food”, “location”), conditional (offers/discounts), and service qualities like, customer service (food quality, staff behavior, room cleanliness), and empathy (comfort, peacefulness). The quantitative analysis found that reliability, brand credibility, and brand loyalty affect customer’s hotel booking intentions. This multi-method study contributes to the existing literature on the values and quality aspects that affect customer behavior in the hospitality and tourism segment. Findings of this study will thus help managers to make better strategies by providing a better view of the consumption values and service quality aspects that affect customer’s hotel booking intention in post-pandemic era.