Promoting Hotel Revisit Intention by Extending the Behavioral Consequences of Service Quality with Value Co-Creation: The Role of Habit Formation

This study was conducted to extend the behavioral consequences of the service quality framework with value co-creation, which investigated the role of electronic word-of-mouth (eWOM), value co-creation (VCC), service quality (SQ), customer experience (CE), and habit (HA) toward the tourists’ revisit intention to the hotel (RI). The research employed a non-probability sampling method with a sample data size of 575 tourists in Vietnam, which was analyzed by SmartPLS 4.0 and SPSS. The results showed that VCC significantly impacts eWOM, SQ, CE, SA, and the tourists’ RI. Factors such as SQ, CE, SA, and eWOM also mediate the relationship between VCC and RI. In addition, SQ is positively correlated with CS, and CS positively impacts eWOM. Besides, HA also influences the relationship between SA and RI. Based on the findings, the study proposes managerial implications to help hotel businesses to promote tourists’ RI, and theoretical implications for future studies.