Towards green experiential loyalty

Abstract

PurposeThis paper aims to test the relationships among the experiential quality dimensions, the green relationship quality dimensions, environmental friendliness, green support, green desire and green experiential loyalty in a green bed & breakfast (B&B) context.Design/methodology/approachThe data used in this study are based on a sample of 517 customers staying at one green B&B in Yilan County of Taiwan. The predicted relationship is tested using structural equation modeling.FindingsThe empirical findings reveal the following: five dimensions (peer-to-peer quality, physical environment quality, outcome quality, venue quality and administration quality) constitute a multidimensional model to conceptualize and measure perceived experiential quality that can achieve green experiential satisfaction in addition to environmental friendliness; environmental friendliness has a direct influence on green trust and green experiential satisfaction, which has a positive significant influence on green support and green desire; and green trust, green experiential satisfaction and green support contribute to green experiential loyalty.Practical implicationsTo increase the perceptions of experiential quality dimensions, green relationship quality dimensions, environmental friendliness, green support, green desire and green experiential loyalty, the findings of this study will help green B&B management develop and implement market-orientated service strategies.Originality/valueThis paper provides data that result in a better understanding of the relationships among experiential quality dimensions, green relationship quality dimensions, environmental friendliness, green support, green desire and green experiential loyalty in a green B&B setting.