Unveiling the dynamics of revisit intention and word-of-mouth: an attribution theory approach to Halal-friendly hotel attributes and service encounter evaluation

Abstract

PurposeThis study examined the revisit intention of tourists in Muslim-friendly hotels in nexus with Halal-friendly hotel attributes (social environment, facilities, food and beverage, locals and staff, and services), corporate image, customer engagement, perceived value, and service encounter evaluation. It further examined the mediating role of corporate image, customer engagement and perceived value between Halal-friendly hotel attributes and service encounter evaluation.Design/methodology/approachUsing a structured survey instrument, 390 valid responses were gathered from international tourists who visited Malaysia. The collected data were analyzed using Partial Least Squares – Structural Equation Modeling (PLS-SEM) to test the assumed relationships.FindingsThe research shows that corporate image (CI), customer engagement (CE), and perceived value (PV) are directly influenced by Halal-friendly hotel attributes (HFHA) and exert influence on service encounter evaluation (SEE). Findings also suggest the mediating effect of CI, CE, and PV between HFHA and SEE. SEE further positively and significantly enhances the revisit intention and positive word-of-mouth.Practical implicationsThe findings of this study stipulate that hotel owners should ensure the presence of HFHA in their offers to retain their existing guests and ensure their positive communication towards potential visitors through developing a fascinating image, engagement, and lucrative value.Originality/valueGrounded on the attribution theory, this study contributes to the Halal tourism literature by exploring the role of Halal-friendly hotel attributes in enhancing the hotel’s image, customer engagement, and perceived value to enhance positive service encounter evaluation and revisiting intention for the hotel.