The application of European customer satisfaction index (ECSI) model in determining the antecedents of satisfaction, trust and repurchase intention in five-star hotels in Shiraz, Iran

Abstract

The main purpose of this study is to examine the relationships of several antecedents of satisfaction, trust and repurchase intention in five-star hotels in Shiraz, Iran. A series of hypotheses was developed from the services marketing literature and built into a 40 item questionnaire administered to 509 customers staying at the five-star hotels in Shiraz, Iran. Each variable is measured using a 7-point Likert-scale: Image (4 items), technical dimension (6 items), repurchase intention (2 items), trust (5 items), price (4 items), perceived value (8 items), functional dimension (5 items) and customer satisfaction (6 items). The European customer satisfaction index (ECSI) was used to measure the strength and direction of the determinants of customer satisfaction trust, and repurchase intention. Goodness of fit for the structural models of hypothesized model shows promising findings. The findings suggest that perceived value most influenced by Image, technical dimension, functional dimension and price. Beside, this study shows that customer satisfaction most influenced by perceived value. Also customer satisfaction has an effect on trust and repurchases intention. Key words: Image, customer satisfaction, repurchases intention, functional dimension, technical dimension, price, trust, perceived value.