Assessments of Lodging Service Unit Performance for Repeat Business

Generating repeat business has been one of the greatest challenges to lodging marketers. This study explores a new approach to predicting customers' repatronization intention from the performance of key service units in lodging organizations. Repeat and first-time customers are studied separately in order to draw effective strategic implications for lodging operators. The results of this study show that repeat and first-time customers have different reasons for their continuous patronization to a particular lodging company. Practical implications and future directions for this line of research are discussed.