Customer retention in the eco-friendly hotel sector: examining the diverse processes of post-purchase decision-making

This study was designed to investigate eco-friendly hotel guests’ post-purchase decision-making process by applying the Theory of Repurchase Decision-making (TRD) and to deepen the TRD by considering the moderating role of ecological concern. Results of the measurement-model assessment revealed that all measures for study variables included adequate level of reliability and validity. The prediction power of the proposed conceptual framework comprising volitional, non-volitional, cognitive, emotional, evaluation, conative, motivational, and automatic processes was found to be superior to the alternative socio-psychological model. Findings from the structural analysis indicated that the proposed relationships among constructs within the TRD were generally supported; satisfaction and desire acted as significant mediators; and the role of desire in building revisit intention was salient. Additionally, ecological concern was found to have a significant moderating impact on intention formation. Overall, the TRD was successfully deepened in this study, providing a clear understanding of eco-friendly hotel customers’ decision-making process.