Interrelationships between Physical Environment Quality, Personal Interaction Quality, Satisfaction and Behavioural Intentions in Relation to Customer Loyalty: The Case of Kinmen's Bed and Breakfast Industry

Abstract

This research was aimed at exploring an empirical understanding of interrelationships between service quality, customer satisfaction and customer loyalty in the bed and breakfast (B&B) market, using Kinmen Island as an example. Better understanding of B&B customer perceptions of physical environment quality, personal interaction quality and the effects of these perceptions on behavioural intentions relating to customer loyalty and customer satisfaction is the objective of this research. The dimensions of service quality as perceived by B&B customers were identified through a literature review and focus group discussions. Customer perceptions of these constructs were compared and analysed based on the structural equation modelling analysis. The research contributes to the literature by providing an examination of service quality marketing constructs. The findings are important as they may assist lodging practitioners in developing and implementing services marketing strategies in the B&B market.