Articles

Good but not so great: The impact of chain affiliation on guest satisfaction and guest satisfaction extremeness

Année
2021
Auteurs
BARTHELEMY Jérôme, GRAF Nicolas, KARABURUN Richie
Abstract
Chain affiliation is widespread in the hotel industry. It has also attracted a lot of academic attention. While a large number of studies have examined whether affiliated hotels outperform independent hotels in terms of occupancy, ADR and RevPAR, research on the chain affiliation – guest satisfaction relationship is scarce. In this study, we explore the impact of chain affiliation on guest satisfaction and guest satisfaction extremeness, which is defined as the extent to which a hotel’s guest satisfaction deviates from the industry average. We also examine whether the relationships between chain affiliation, guest satisfaction and guest satisfaction extremeness are contingent on market segments. Using a large sample of 35.000 hotels and 1.5 million bookings provided by a leading online travel agency (OTA), we find evidence that chain affiliation increases guest satisfaction, but decreases guest satisfaction extremeness. In addition, the positive chain affiliation – guest satisfaction relationship and the negative chain affiliation – guest satisfaction relationship are stronger in higher quality market segments. Taken together, our findings suggest that chain affiliation is a double-edged sword for hotels, particularly in higher quality market segments.
BARTHELEMY, J., GRAF, N. et KARABURUN, R. (2021). Good but not so great: The impact of chain affiliation on guest satisfaction and guest satisfaction extremeness. International Journal of Hospitality Management, 94.