EXAMINING EFFECTS OF SERVICE QUALITY AND HOTEL IMAGE ON CUSTOMER SATISFACTION.pdf (original) (raw)

Consumption motives are one of important factors affecting consumer behaviors. In reviewing the literature in this context, hedonic and utilitarian motives have come into prominence. These concepts are addressed in many different areas. In tourism, various studies addressing these concepts have been conducted. In these studies, it has been expressed that tourism is closer to hedonism because of its structure. However, tourism is composed of different subtypes such as health and thermal tourism. In various studies, it has been suggested that these types are related to utilitarian motives. Many studies in literature have indicated that quality and image are influential in the formation of customer satisfaction. Homer (2008), who deals with this relationship in the context of consumption motives, has expressed that people who act with hedonic motive care about image and people who act with utilitarian motive care about quality. From this point of view, in this study, the idea that hotel image is more effective on formation of satisfaction for consumers acting with 1 This research project is supported by Balikesir University, Scientific Research Projects Unit.