Baque o, Asie
A icle
Is cus ome sa is ac ion achie ed only wi h good ho el
acili ies? A mode a ed media ion model
Adminis a i e Sciences
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Sugges ed Ci a ion: Baque o, Asie (2023) : Is cus ome sa is ac ion achie ed only wi h good ho el
acili ies? A mode a ed media ion model, Adminis a i e Sciences, ISSN 2076-3387, MDPI, Basel, Vol.
13, Iss. 4, pp. 1-21,
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Ci a ion: Baque o, Asie . 2023. Is
Cus ome Sa is ac ion Achie ed Only
wi h Good Ho el Facili ies? A
Mode a ed Media ion Model.
Adminis a i e Sciences 13: 108.
h ps://doi.o g/10.3390/
admsci13040108
Recei ed: 9 Sep embe 2022
Re ised: 21 Ma ch 2023
Accep ed: 4 Ap il 2023
Published: 6 Ap il 2023
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adminis a i e
sciences
A icle
Is Cus ome Sa is ac ion Achie ed Only wi h Good Ho el
Facili ies? A Mode a ed Media ion Model
Asie Baque o
Facul y o Business and Communica ion, In e na ional Uni e si y o La Rioja, 26006 Log ono, Spain;
asie .baque o@uni .ne
Abs ac :
Mode n ho el business models end o spli owne ship o he p ope y and i s business
ope a ions. I can be assumed ha a good-quali y ho el acili y pe se can easily achie e high cus ome
sa is ac ion. The pu pose o his esea ch was o in es iga e he e ec o cus ome pe cep ion o
ho el acili ies on cus ome sa is ac ion by in eg a ing he media ing e ec o cus ome pe cep ion o
he pe sonnel and business o ganiza ion and he mode a ing e ec o he cus ome s’ amily income.
Th ee-hund ed and se en y-six su eys we e comple ed in wo ou -s a Spanish ho els in June
2022. The PROCESS mac o o SPSS was used o es he hypo hesis in a mode a ed media ion
model, using a boo s apping me hod. The esul s showed ha cus ome pe cep ions o acili ies
had a posi i e e ec on hei o e all sa is ac ion, which was pa ially media ed by bo h pe sonnel
and business o ganiza ion. Family income mode a ed he ela ionship be ween he pe cep ion o
acili ies and sa is ac ion in such a way ha i was mo e in ense in high-income cus ome s. Medium-
income cus ome s had a mo e in ense ela ionship wi h he pe cep ion o he pe sonnel and business
o ganiza ion, oge he wi h he ho el acili ies being o hei sa is ac ion. The e o e, no only acili ies,
bu also pe sonnel and business o ganiza ions a e impo an key playe s o achie ing cus ome
sa is ac ion in ho els, and amily income should also be conside ed.
Keywo ds:
cus ome sa is ac ion; hospi ali y; pe sonnel; amily income; ho el acili ies; business
o ganiza ion; business model; globaliza ion; consume beha io ; mode a ed media ion
1. In oduc ion
Globaliza ion, economic p og ess, and echnological ad ancemen ha e compelled he
hospi ali y indus y o sea ch ou new ma ke oppo uni ies and new business models, and
o o e cus ome s new solu ions. Simila ly, ma ke place changes ha e esul ed in a p o-
ound eapp aisal o o me ly es ablished pa adigms in he hospi ali y indus y. P e iously,
he hospi ali y indus y was linked o accommoda ion se ices; con e sely, he mode n e a
has wi nessed he in oduc ion o o he se ices, including ca e ing and leisu e ac i i ies,
such as mee ings, a el, and a ac ions, necessi a ing addi ional acili ies and addi ional
ained pe sonnel (Lang inien
˙
e and Dauno a iˇci
¯
u
˙
e 2015). In addi ion, new pa adigms
in he hospi ali y indus y ha e ocused on changing he managemen and owne ship o
he business, de eloping back-o - he-house ese a ion sys ems, and sea ching o al e na-
i es o accommoda ion; hese new pa adigms ha e al e ed he indus y’s landscape by
in oducing new complexi ies (Oshins 2017).
P o ound changes in he hospi ali y indus y ha e been o ced by he ma ke , ech-
nological, and economic challenges in con empo a y socie y (Kandampully 2006). The
con en ional pa adigm o hospi ali y managemen has been p o en o be unable o p o-
ide a easible concep ual amewo k wi hin his new, as -mo ing business en i onmen .
Concei ably, he adi ional business models o ma ke ing and managemen ha gua -
an eed success in he pas ha e now been ende ed i ele an , since hey a e incapable
o add essing new challenges in an inc easingly compe i i e ma ke . In he la e 1990s,
a Ma io ho el was no mally owned and managed by Ma io In e na ional ( o me ly
Adm. Sci. 2023,13, 108. h ps://doi.o g/10.3390/admsci13040108 h ps://www.mdpi.com/jou nal/admsci
Adm. Sci. 2023,13, 108 2 o 21
Ma io Co po a ion). Cu en ly, a Ma io ho el is no mally owned by one company and
managed by Ma io In e na ional, o i is anchised wi h i s name bu managed by a hi d
company. In addi ion, changes ea u ing me ge s and acquisi ions ha e been no ed wi hin he
indus y. Ma io ’s acquisi ion o S a wood, leading o he wo ld’s la ges ho el company,
was a signi ican es uc u ing o he adi ional concep ual amewo k (Oshins 2017).
Compe i ion in he hospi ali y indus y has con ibu ed o he in oduc ion o new
business models ha u ilize echnology, such as Ai bnb’s use o a pla o m business model.
Con e sely, Ma io In e na ional has p e e ed a pipeline business model o b a e he
dis up i e business model used by Ai bnb. The 2018 e enue epo placed Ma io ahead
o Ai bnb, wi h USD 21 billion agains USD 3.6 billion (Eisape 2020). Howe e , Ai bnb’s
business model a ac s 150 million use s, in con as o he 120 million use s o Ma io ’s
loyal y membe ship p og am. Bo h businesses ha e conside ed pa ne ship as an app oach
o g ow h and expansion. Consequen ly, Ma io ocuses on buying o he ho el b ands; he
ho el has 30 a ilia e b ands, which ha e inc eased hei accommoda ion capaci y. Simila ly,
in 2019, Ai bnb epo ed 160 pa ne ships ha connec ed hos s o he pla o m (Eisape
2020). Concei ably, bo h business models can mee cus ome needs h ough new business
models ha os e ma ke place awa eness while c ea ing posi i e pe cep ions.
P esenza e al.’s (2019) indings e eal how he changing ma ke place has made i
ele an o he indus y o adop inno a i e business models o ensu e sus ainabili y,
pa icula ly in p o iding a el and accommoda ion se ices. The au ho s ha e no ed he
hospi ali y and ou ism indus y’s economic, en i onmen al, and social unsus ainabili y.
Subsequen ly, hey o e ed a business model inno a ion (BMI) amewo k o in eg a ing
sus ainabili y in o businesses. Indeed, p e ious s udies ha e poin ed ou how BMI can
assis in he de elopmen o compe i i e and in eg a i e solu ions by c ea ing a a o able
and adical educ ion in ad e se ex e nal e ec s on he na u al en i onmen (P esenza e al.
2019). Empi ically, Cheah e al.’s (2018) s udy es ablished ha BMI in luences he applica-
ion and acquisi ion o ex e nal inno a ions, and he p oduc ion o in e nal inno a ions.
BMI plays a c i ical ole in acili a ing a company’s abili y o iden i y cu en oppo uni ies
and o p epa e o he u u e in any business indus y.
Globaliza ion has led o he in e na ionaliza ion o he hospi ali y indus y h ough he
in ensi ica ion and deepening o in e na ional economic coope a ion (Zai se a e al. 2016).
Though globaliza ion and echnological ad ancemen ha e compelled he hospi ali y
indus y o conside new business models h ough inc eased compe i ion, hey ha e
dis up ed he ma ke place.
Apa om globaliza ion, hospi ali y, ou ism, and o he se ice i ms hea ily depend
on a s able wo k o ce o o e se ices o cus ome s and ou is s (Goh and Okumus 2020).
In deli e ing se ice quali y o cus ome s, he wo k o ce is he p ima y objec ha ensu es
cus ome loyal y and sa is ac ion h ough he p o ision o se ices in esponsi e and
eliable ways ha assu e he cus ome o hei alue (Klou sinio is and Mihail 2018).
T aining he wo k o ce is i al in c ea ing a compe i i e ad an age wi hin he compe i i e
se ice indus y, because i equips hem wi h new capabili ies and skills ha enhance hei
commi men and p oduc i i y (Haile 2021).
Se ices a e essen ial in he de elopmen o economies in he se ice indus y such as
ou ism, because hey gene a e e enues and acili a e a posi i e ade balance be ween
sec o s and coun ies (Wu e al. 2018;Xiao e al. 2022). Implici ly, se ices gene a e e enues
while leading, a he same ime, o cus ome sa is ac ion. Fu he mo e, Kandampully
and Solne (2019) sugges ed ha se ices a e essen ial in p o iding a i m wi h a compe i-
i e ad an age h ough hei abili y o inco po a e he human elemen in o he cus ome
expe ience. Concei ably, se ices will o e oppo uni ies o emo ional connec ion and
echnological eliance, inc easing an o ganiza ion’s eliabili y and assu ance.
Fu he mo e, alongside se ice quali y, using a p o essional wo k o ce also con ibu es
o high o ganiza ional pe o mance. As a esul o globaliza ion, he wo k o ce, and
echnology and se ices, pe o mance is an aspec o ensu ing su i al in he indus y.
Klou sinio is and Mihail’s (2020) s udy e ealed ha o ganiza ional pe o mance u ilizing
Adm. Sci. 2023,13, 108 3 o 21
high-pe o mance wo k sys ems (HPWSs) con ibu es o employee wellbeing and cus-
ome sa is ac ion, and c ea es a social iden i y ha places he o ganiza ion on a global
s age. Mo eo e , pe o mance in se ice indus y i ms ac s as a me ic o e alua ing
job sa is ac ion and he necessi y o implemen ing a ious policies and high-pe o mance
wo k p ac ices (Mu phy e al. 2018). Pa asu aman e al. (1985) success ully de eloped
he SERVQUAL model o assessing se ice quali y, and his has been he basis o o he
mo e speci ic models such as SERVPERF and he lesse known HOTELQUAL. A s udy
on pe o mance in he anspo sec o e ealed ha pe o mance is a co e aspec o he
SERVQUAL model because i is ied o he appea ance o an ai po and i s physical acil-
i ies (Rasyida e al. 2016). The au ho s con ended ha measu ing pe o mance by using
he se ice pe o mance (i.e., SERVPERF) scale p oposed by C onin and Taylo p o ides a
mo e comp ehensi e unde s anding o se ice quali y han he SERVQUAL scale, based on
discon i ma ion as a guide o assessing cus ome sa is ac ion (Rasyida e al. 2016). Gani´c
e al.’s (2018) s udy on SERVPERF’s dimensions o s uden loyal y e ealed a posi i e
associa ion be ween sa is ac ion and e e y quali y dimension. Consequen ly, pe o mance
os e s pe cei ed o ganiza ional suppo and se ice quali y and shapes cus ome s’ posi i e
pe cep ion o a i m’s image, leading o cus ome sa is ac ion (Ka a epe and Va ankhah
2014). HOTELQUAL was de eloped by Falces e al. (1999) based on he SERVQUAL model.
A 20-i em ques ionnai e was he ou come o hei esea ch in Spanish ho els, ga he ing
h ee ac o s: ho el acili ies, pe sonnel, and business o ganiza ion. Ho el acili ies ela e
o he angible issues o a ho el, such as he physical condi ion o he en ance, communal
a eas, co ido s, and bed ooms, oge he wi h cus ome pe cep ion o he com o , welcome,
sa e y, and ease o eaching he di e en a eas and se ices o he ho el. Pe sonnel ela es
o ho el s a beha io , cleanliness, us , and happiness shown o cus ome s. The business
o ganiza ion ela es o how he ho el shows cus ome s ha he e is an o ganiza ion im-
plemen ed behind all o i s ope a ions; hus, cus ome s can ob ain in o ma ion ega ding
he ho el se ices upon eques , he ho el sol es any p oblems ha a ise, he booking
ese a ion de ails gi en p io o a i al a e co ec and he e is he sense ha he ho el
s a ca es.
P io esea ch in o he sa is ac ion o ho el cus ome s and acili ies has been limi ed.
The e is a gap in he academic esea ch ega ding new business models o unning ho el
ope a ions—speci ically hose spli ing owne ship o ho el acili ies and he managemen
o he ac ual business—in ela ion o pe sonnel and business o ganiza ion. This gap also
ex ends o new BMIs and hei ela ionship wi h cus ome sa is ac ion. This esea ch aimed
o ill he a o emen ioned gaps and o p o ide ho el manage s and ho el owne s wi h
insigh s o e lec on and enhance hei o e all pe o mance.
The main conclusions d awn om his esea ch show ha cus ome s’ pe cep ion o
acili ies had a posi i e e ec on hei o e all sa is ac ion, which was pa ially media ed
by bo h he pe sonnel and business o ganiza ion. The le el o amily income mode a ed
he ela ionship be ween he pe cep ion o acili ies and sa is ac ion in such a way ha i
was mo e in ense wi h highe pu chasing powe . Income mode a ed bo h he ela ionship
be ween he pe cep ion o acili ies and he pe cep ion o an o ganiza ion as well as he
ela ionship be ween he pe cep ion o acili ies and he pe cep ion o pe sonnel, and bo h
we e mo e in ense wi h in e media e pu chasing powe . Income mode a ed he media ing
e ec o bo h he business o ganiza ion and he pe sonnel so ha i was mo e in ense
among middle-income cus ome s.
2. Li e a u e Re iew and Hypo heses
2.1. Pe cei ed Quali y o Ho el Facili ies and Cus ome Sa is ac ion
Ma ke -based angibiliza ion (MBT) and ope a ion-based angibiliza ion (OBT) a e
impo an d i e s o cus ome sa is ac ion (Panda and Das 2014). Ex e nal cus ome sa is ac-
ion depends highly on angibles, eliabili y, empa hy, assu ance, and esponsi eness. Con-
sequen ly, be e acili ies cha ac e ized by high quali y inc ease cus ome pe cep ions o a
i m, leading o sa is ac ion. Fu he mo e, esea ch sugges s ha hospi ali y/ho el/se ice
Adm. Sci. 2023,13, 108 4 o 21
i ms use he quali y o acili ies and se ices o achie e cus ome sa is ac ion, since a-
cili ies di ec ly in luence sa is ac ion (Nu cahyo e al. 2017). The au ho s demons a ed
ha poo acili ies con ibu e o poo consume sa is ac ion, and be e acili ies ansla e
in o inc eased cus ome sa is ac ion. Nu cahyo e al.’s (2017) s udy poin ed ou ha he
mo e des i u e he hospi ali y indus y’s acili ies a e, he lowe he cus ome loyal y will
be. Admi edly, Akpan and E uk’s (2019) s udy on angibiliza ion ein o ced Panda and
Das’s (2014) indings on OBT, MBT, and cus ome sa is ac ion by insis ing ha cus ome
sa is ac ion in hospi als is dependen upon he quali y o he se ice o acili y. As a esul ,
he s udy de e mined ha angibiliza ion is necessa y o enabling be e acili ies ha
e en ua e cus ome sa is ac ion (Akpan and E uk 2019). Tangibili y p o ided h ough
isually a ac i e physical acili ies is associa ed wi h clien pe cep ions o se ice quali y,
and ine i ably enhances he sa is ac ion o consume s. Resea ch on cus ome sa is ac ion
ound ha a one-uni inc ease in he pe cei ed quali y conce ning he ho el se ices’ angi-
bles led o a 15.5% inc ease in cus ome sa is ac ion (Ma ko i´c and Raspo Janko i´c 2013).
These indings a e consis en wi h hose o Ali e al.’s (2021) s udy, which sugges ed ha
angibles in ol ing physical acili ies, pe sonnel, and communica ion ma e ials di ec ly and
posi i ely in luence cus ome sa is ac ion. Resea ch on he a el sec o e ealed ha isually
appealing physical acili ies and he emo al o dis ac ions ha in e e e wi h cus ome
a en ion owa ds physical acili ies boos cus ome sa is ac ion (Rasyida e al. 2016).
Fu he mo e, a s udy by Radoje ic e al. (2015) on cus ome sa is ac ion ha con-
olled o ho el classi ica ion de e mined ha ce ain ea u es o he hospi ali y acili y
in luenced cus ome sa is ac ion. Concei ably, access o ee Wi-Fi in e ne , a ba in he
ho el, and membe ship in a b anded ho el chain ha e a posi i e ela ionship wi h cus ome
sa is ac ion. Howe e , he classi ica ion o ho els based on he quali y o ho el acili ies
a ec s cus ome sa is ac ion ei he nega i ely o posi i ely. In addi ion, a business o gani-
za ion can add ess cus ome beha io ela ing o ul illmen h ough close a en ion o he
acili ies and he quali y o se ices o e ed o he clien s (Ba usman e al. 2019). Hospi ali y
i ms ha p o ide be e acili ies can mee hei cus ome s’ needs, esul ing in sa is ac ion
(Noba and Ros amzadeh 2018). Subsequen ly, i e-s a ho els ha a e cha ac e ized by
well-appoin ed acili ies o e ou s anding se ices and s ays o hei clien s, ansla ing o
loyal y. Mo eo e , esea ch sugges s ha he echnical quali y o a hospi ali y i m, e e ing
o physical elemen s, such as he gene al cleanliness and condi ion o he acili ies, is a
d i e o cus ome sa is ac ion (Mendez-Diaz and Ma in-Duque 2021).
Os ensibly, ho el/hospi ali y indus y acili ies lead o cus ome sa is ac ion. Findings
by Lai and Nguyen (2017) indica ed ha cus ome s a e mo e conce ned wi h esponsi e-
ness, eliabili y, and assu ance han hey a e wi h angible ac o s. Kandampully and
Suha an o (2000) collec ed da a om chain ho els in New Zealand o de e mine he ace s
o cus ome sa is ac ion and image co ela ed wi h cus ome loyal y wi hin he ho el indus-
y. Concei ably, he s udy ound ha cus ome sa is ac ion and a ho el’s image, h ough
he pe o mance o i s ecep ion, p ice, housekeeping, ood, and be e ages, we e posi i ely
co ela ed wi h cus ome loyal y (Kandampully and Suha an o 2000). Con e sely, ho el
acili ies, such as es au an s, heal h clubs, ooms, o nigh clubs, we e no longe pe cei ed
as luxu ious, since consume s ega ded hem as an in eg al componen o cul u e.
Hypo hesis 1.
The pe cei ed quali y o ho el acili ies will be posi i ely associa ed wi h cus ome
sa is ac ion.
2.2. The Media ing E ec o he Business O ganiza ion and Pe sonnel
Business o ganiza ions ely hea ily on he se ice clima e o imp o e o a ain cus-
ome sa is ac ion. Pa asu aman e al. (1985) de eloped a model o se ice quali y,
SERVQUAL, o assess he quali y o se ice ha ansla es in o cus ome sa is ac ion.
Subsequen ly, se ice indus ies ha e u ilized he SERVQUAL model o e ec i ely achie e
and a ain quali y business o ganiza ions ha ul ima ely con ibu e o cus ome sa is ac-
ion (Ali e al. 2021). He e al. (2011) used a ious dimensions o se ice clima e. These

Adm. Sci. 2023,13, 108 5 o 21
included wo kshop acili a ion, manage ial suppo , cus ome o ien a ion, and employee
commi men o de e mine he associa ion be ween se ice clima e and cus ome sa is ac-
ion. Subsequen ly, he au ho s ound ha cus ome o ien a ion had a posi i e and di ec
ela ionship wi h cus ome sa is ac ion; howe e , wo kshop acili a ion and manage ial
suppo indi ec ly posi i ely impac ed cus ome sa is ac ion (He e al. 2011). These indings
a e consis en wi h Lai and Nguyen’s (2017) indings on se ice quali y, emphasizing se -
ice as an indi idual a he han an o ganiza ional a ibu e. Concei ably, se ice quali y
in se ice indus ies posi i ely p edic s cus ome sa is ac ion and o e all pe cep ion o
acili ies. Fu he mo e, Lai and Nguyen (2017) e e ed o i e dimensions o se ice qual-
i y, namely, angibili y, eliabili y, assu ance, esponsi eness, and empa hy, as signi ican
indica o s o a business o ganiza ion ha con ibu e o sa is ac ion.
P iyo e al.’s (2019) indings on se ice quali y sa is ac ion demons a e he impo ance
o SERVQUAL in in luencing cus ome loyal y. Indeed, he au ho s e ealed ha he
acili ies and se ice quali y o an o ganiza ion play a signi ican ole in building cus ome s’
pe cep ions, e en ually u ning in o cus ome loyal y and sa is ac ion (P iyo e al. 2019).
Fu he mo e, Ogiemwonyi e al.’s (2020) s udy demons a ed ha he le el o se ice
deli e ed o clien s is di ec ly ela ed o cus ome sa is ac ion in any se ice indus y. As
a esul , mos business o ganiza ions ocus on eliabili y, compe ence, esponsi eness,
access, communica ion, cou esy, c edibili y, angibles, and unde s anding/knowledge
o o ganize hei se ices owa ds mee ing cus ome needs. Howe e , he model was
ans o med o include angibles, eliabili y, esponsi eness, assu ance, and empa hy as
he leading indica o s o se ice quali y (Ali e al. 2021;Lai and Nguyen 2017). The model
was di ec ly suppo i e and ela ed o he acili ies h ough he angibles’ elemen s, which
in ol ed he physical appea ance o pe sonnel, equipmen , and buildings and eno a ions
(Ali e al. 2021). Tu ne and Hes o d’s (2019) s udy on he impac o eno a ion capi al
expendi u e on ho el pe o mance e ealed ha eno a ions p o ide signi ican sho - e m,
aluable impac in e ms o inc eased cus ome sa is ac ion and dec eased main enance and
epai e enue. In addi ion, Mendez-Diaz and Ma in-Duque (2021) desc ibed angibili y
as he physical acili y and he gene al cleanliness o he es au an , ooms, and o he
a eas o he acili y. Ali e al. (2021) sugges ed ha angibles we e he mos p e e ed by
cus ome s among he i e dimensions o se ice quali y. Al hough Lai and Nguyen’s (2017)
indings poin ed ou ha angibles ha e no di ec impac on cus ome sa is ac ion in a
business o ganiza ion, he au ho s we e keen o men ion ha he business ough o pay
close a en ion o hem. Fu he mo e, Alba a e al. (2018) sugges ed ha angibles, such as
complimen a y newspape s, quali y owels, ax machines, s anda ds o se ice, appealing
images, and physical a ac i eness, elax he cus ome while p o iding hem wi h alue
o hei money, p omp ing cus ome sa is ac ion.
Mo eo e , he model highligh s eliabili y as ano he componen o a business o -
ganiza ion ha is necessa y o cus ome sa is ac ion (Ali e al. 2021). Reliabili y lies in
a business o ganiza ion’s abili y o ul ill cus ome demands. Concei ably, eliabili y is
ela ed o i s -hand imp essions, since e e y clien wan s o know whe he a business
o ganiza ion is eliable in deli e ing se ices (Ogiemwonyi e al. 2020). Ogiemwonyi e al.
(2020) epo ed ha eliabili y was he mos impac ul on cus ome sa is ac ion ou o
he ou se ice quali y dimensions. Fu he mo e, he s udy es ablished ha eliabili y
was c i ical in building he image o e ail se ice p o ide s, such as hype ma ke s and
supe ma ke s.
On he o he hand, he mic omodels o cus ome sa is ac ion de eloped by Hom (2000)
de ine sa is ac ion as a consume ’s ul illmen eedback, whe e a se ice o p oduc ea u e
is judged; his in ol es o e - o unde - ul illmen . The au ho sugges ed ha sa is ac ion
ocuses on he consume ins ead o he cus ome , who is con en ionally cha ged wi h he
paymen o a p oduc . Subsequen ly, Hom (2000) posi ed ha sa is ac ion is an expe ience
o a se ice by he indi idual using he se ice as opposed o he one making paymen
o he se ice. The quali y o a business o ganiza ion is ansla ed by i s pe o mance
in deli e ing se ice quali y o cus ome s. Subsequen ly, he au ho s highligh ed he
Adm. Sci. 2023,13, 108 6 o 21
impo ance o ensu ing ha he o ganiza ion is isually appealing, wi h a ac i e physical
acili ies and equipmen ha enhance pe o mance and acili a e cus ome sa is ac ion
(Rasyida e al. 2016).
The cu en li e a u e on cus ome sa is ac ion emphasizes Hom’s de ini ion by de-
sc ibing i as an assessmen o he emo ion acqui ed when i discon i ms he consume ’s
eelings be o e expe iencing he se ice (Kandampully and Suha an o 2000;Ogiemwonyi
e al. 2020). Concei ably, nume ous s udies ha e posi i ely associa ed cus ome sa is ac-
ion wi h se ice quali y dimensions including esponsi eness, eliabili y, assu ance, and
angibili y (Ali e al. 2021;Lai and Nguyen 2017;Ma hong e al. 2020;Ogiemwonyi e al.
2020;Sugia o and Oc a iana 2021). Fu he mo e, Nguyen and Nagase (2019) epo ed
ha o al quali y managemen wi hin a business o ganiza ion signi ican ly in luences he
pe cei ed se ice quali y. The au ho s ound ha he pe cei ed se ice quali y posi i ely
in luenced cus ome sa is ac ion.
The compe i i eness o he hospi ali y and se ice indus y has ine i ably led o
demand o a skilled wo k o ce, he eby necessi a ing ha business o ganiza ions seek
quali y s a (Ma in-Rios and Ciobanu 2019). Con e sely, compe i ion has led o he
elimina ion o he demand o a quali y wo k o ce h ough he in oduc ion o he sha ing
economy business model, whe ein cus ome s choose accommoda ion se ices wi hou
ega d o p o essional se ices (Gu en ag and Smi h 2017). Howe e , he quali y o s a
is a signi ican ac o in he se ice indus y; indings by Reilly (2018) sugges ha a skilled
wo k o ce possessing in e pe sonal skills is equi ed in changing cus ome equi emen s
o p o ide an ou s anding cus ome expe ience. Subsequen ly, business o ganiza ions
a e adjus ing hei e en ion, de elopmen s a egies and a ac ions owa ds p o iding
a enewed unde s anding o alen managemen by building capaci y ins ead o buying
i . Awas hi e al.’s (2020) s udy on he ole o employee beha io ound ha he quali y o
s a in luenced gues pe cep ions, hus con ibu ing o b and-building in he ho el indus y.
The au ho s sugges ed ha employee beha io should be app op ia ely managed h ough
alen and skill de elopmen by using alen de elopmen policies, ho el policies, and
s a egies ha emphasize quali y s a (Awas hi e al. 2020).
Hypo hesis 2a.
The pe cei ed quali y o a business o ganiza ion media es he ela ionship be ween
ho el acili ies and cus ome sa is ac ion.
The se ice quali y model demands angibles in he se ice indus y—such as physical
equipmen , su oundings, pe sonnel, and communica ion app oaches— ha c ea e posi i e
i s imp essions on cus ome s and ha a e isually appealing (Pa asu aman e al. 1985).
Subsequen ly, a design quali y ha demons a es he capaci y o a business o ganiza ion’s
p esen a ional s yle o se ices/p oduc s in a manne ha acili a es cus ome sa is ac ion
is essen ial. P iyo e al. (2019) con ended ha he SERVQUAL s uc u al model is un-
damen al o enhancing an o ganiza ion’s s a owa ds se ice quali y, which p omo es
cus ome loyal y and sa is ac ion. Concei ably, quali y s a ing builds posi i e cus ome
pe cep ions, which a e key o acili a ing cus ome sa is ac ion. Mo eo e , he use o
se ice quali y equips he s a o imp o e angibili y in he se ice i m, p ima ily h ough
he c ea ion o physically a ac i e acili ies and gene al cleanliness, which sa is ies cus-
ome s and enhances loyal y (P iyo e al. 2019). Alba a e al. (2018) highligh ed he c i ical
aspec o he quali y o con o mi y as he necessa y componen o achie ing o i ing
he design quali y. Concei ably, con o mi y is a p oduc o quali y s a ing ha seeks o
sa is y cus ome needs by ensu ing ha clien s ecei e he op imal bene i s o alue om
he acili ies and design quali y (Esco ell e al. 2020). Fu he mo e, Bello and Bello (2017)
highligh ed he impo ance o employee empowe men h ough s a egies ha c ea e wo k
mo i a ion, imp o e pe sonnel quali y, and, ul ima ely, con ibu e o cus ome sa is ac ion.
The s udy epo ed a posi i e co ela ion be ween se ice quali y and employee sa is ac-
ion and a s a is ically signi ican ela ionship be ween cus ome sa is ac ion and se ice
quali y. Se ice quali y dimensions, such as esponsi eness in he hospi ali y indus y, a e
Adm. Sci. 2023,13, 108 7 o 21
di ec ed and ope a ionalized h ough quali y s a ha can demons a e he capabili y and
adap abili y o epe o ming a se ice o mee a clien ’s needs and expec a ions (Ali e al.
2021). Fu he mo e, Rasyida e al. 2016 epo ed ha se ice pe o mance was based on
he pe sonnel’s abili y o deli e se ice quali y ha leads o cus ome sa is ac ion.
As he sea ch o p o essional s a o handling specialized acili ies equi ing high
in ellec ual capaci y and a en ion o de ail becomes mo e igid, many se ice indus ies
a e conside ing obo iza ion and au oma ion o se ices o achie e unpa alleled cus ome
sa is ac ion (Huang and Rus 2021). Howe e , Ali e al.’s (2021) s udy e ealed he hu-
man ac o ’s signi icance in add essing he undamen al se ice quali y dimensions o
a ain cus ome sa is ac ion. In addi ion, he abili y o humans o p o ide empa hy and
esponsi eness in deli e ing se ices con inues o demons a e a posi i e and signi ican
ela ionship wi h cus ome sa is ac ion.
Hypo hesis 2b.
The pe cei ed quali y o he pe sonnel media es he ela ionship be ween ho el
acili ies and cus ome sa is ac ion.
2.3. The Mode a ing E ec o Family Income
Resea ch has indica ed a s a is ically signi ican ela ionship be ween demog aphics
and he choice o ho el acili ies (T an e al. 2019). Subsequen ly, T an e al.’s (2019) s udy
epo ed ha he choice o a ho el ype is a di ec ou come o a cus ome ’s income le el;
he e was a low chance o clien s choosing a mo el i hey possess a high income; domes ic
clien s we e ound o p e e ho el eso s, and o eign cus ome s p e e ed ci y ho els.
High-income cus ome s p e e ed high-end ho el acili ies wi h high a ings, as hey we e
deemed i o p o ide op imal sa is ac ion (Abbasi e al. 2010). In addi ion, high-income
cus ome s sough acili ies ha can mee pe sonal p e e ences ela ed o hei belie s and
pie y, including hose ea u ing exclusi e ood and be e age se ices, which con ibu ed o
cus ome sa is ac ion (Pamukcu and Sa iisik 2020).
Con e sely, s udies ha e e ealed ha bo h high- and low-income cus ome s e alua e
ho el choice and sa is ac ion based on cleanliness and he beds (Kim e al. 2019a). Conse-
quen ly, bo h economy and luxu y ho el chains should s ess gues oom ea u es o mee
he needs o hei cus ome s. Alauddin e al. (2019) sugges ed ha se ice p o ide s should
conside se ice quali y ega dless o income le el o sa is y hei cus ome s. The au ho s
epo ed ha cus ome sa is ac ion is a p oduc o se ice quali y ins ead o he cus ome ’s
income le el. The e o e, p o iding cus ome s wi h se ices h ough new acili ies and
con enien app oaches will inc ease se ice quali y and enhance cus ome sa is ac ion
(Kesha a z and Jamshidi 2018).
When a ho el ob ains a i e-s a a ing, o eign gues s ha e high expec a ions o
i s se ices, ameni ies, pe sonalized se ice, and anquil a mosphe e (Lee e al. 2016).
Cus ome s wi h a la ge amily income will be able o a o d 5 s a ho els o 4 s a ho els
wi h mo e ameni ies, which will ha e an e ec on he ho el’s acili ies, pe cei ed le el o
business o ganiza ion, and employees.
The ela ion be ween ho el employee bu nou and psychological dis ess is mode a ed
by inancial well-being, which makes his ela ionship highe o employees wi h good
income p ospec s (Baque o 2023). I is expec ed ha inancial well-being, o amily income,
will ha e a simila mode a ing in luence on he ela ionships be ween ho el acili ies,
cus ome sa is ac ion, he pe cei ed quali y o a business o ganiza ion and pe sonnel.
These conside a ions lead o he nex hypo hesis:
Hypo hesis 3a.
The le el o amily income mode a es he ela ionship be ween ho el acili ies and
cus ome sa is ac ion.
Hypo hesis 3b. The le el o amily income mode a es he ela ionship be ween ho el acili ies and
he pe cei ed quali y o a business o ganiza ion.
Adm. Sci. 2023,13, 108 8 o 21
Hypo hesis 3c.
The le el o amily income mode a es he ela ionship be ween ho el acili ies and
he pe cei ed quali y o he pe sonnel.
P e ious and exis ing s udies ha e e ealed a signi ican ela ionship be ween he le el
o a cus ome ’s income and he quali y o an o ganiza ion; concei ably, Kim e al.’s (2019b)
s udy ound ha cus ome s isi ing luxu y ho els we e inclined o expec expe iences
o p oac i e se ices and quali y u nishing and space. In addi ion, high-end cus ome s
seek o expe ience high-quali y se ices, while low-end cus ome s a e o en p ice-sensi i e
and conside economy ho els. While a luen cus ome s conside se ice, lowe -income
cus ome s conside p icing (Kim e al. 2019b). As a esul , he au ho s ecommended
ha luxu y ho els insis on ma ke ing s a egies ocusing on ha dwa e aspec s, such as
deco , oom acili ies, and se ices. Con e sely, economy ho els o se ice p o ide s
a e encou aged o emphasize p ice compe i i eness, because low-income cus ome s a e
sensi i e o a es (Kim e al. 2019b).
Howe e , a highe income does no necessa ily ansla e o a p e e ence o accommo-
da ion wi h high se ice quali y (Chen e al. 2017). Resea ch has indica ed ha low-income
cus ome s emphasize senso y b and expe ience mo e han high-income cus ome s do (Ahn
and Back 2018). Consequen ly, low-income cus ome s demons a e a g ea e p edisposi ion
owa d b and- ela ed in o ma ion and isual imp essions o he acili y o enhance hei
in e es in he business o ganiza ion han high-income cus ome s do.
High-income cus ome s p e e ho el acili ies wi h p o essional s a , whe eas low-
income cus ome s seek acili ies based on p ice (Kim e al. 2019b). A hospi ali y i m’s
quali y o s a and acili ies is di ec ly ela ed o cus ome s’ income le el (Dimi opoulos
2018). The p e ious li e a u e on s a ing illus a ed he demand o au oma ion and
obo iza ion o se ices in he se ice indus y as an app oach o se ice quali y deli e y
among high-income cus ome s (I ano e al. 2019). Subsequen ly, Chuah e al.’s (2022)
s udy e ealed ha he income le el o cus ome s in luenced hei willingness o pay o
p emium s a ing in obo ic es au an s. Whe eas high-income-le el cus ome s we e willing
o pay o s a ing quali y in mode nized ho el acili ies ea u ing ad anced echnology and
equipmen , low-income-le el cus ome s p e e ed p icing o e he quali y o s a (Chuah
e al. 2022;Kim e al. 2019b). Lu and Taba i’s (2019) s udy on he sha ing economy model
used by Ai bnb e ealed ha he income le el o cus ome s in luences consume s’ beha io
ega ding accommoda ion choices. The au ho s epo ed ha low-income cus ome s a e
inclined owa ds he sha ing economy model, whe ein esou ces and accommoda ion
acili ies a e sha ed and he quali y o s a is non-signi ican . On he o he hand, high-
income cus ome s p e e luxu ious ho els wi h isually appealing acili ies and high-end
se ices p o ided by ained s a (Lu and Taba i 2019).
These conside a ions lead o he nex hypo hesis:
Hypo hesis 4a.
The le el o amily income mode a es he media ing e ec o he business o ganiza-
ion on he ela ionship be ween ho el acili ies and cus ome sa is ac ion.
Hypo hesis 4b.
The le el o amily income mode a es he media ing e ec o he pe sonnel on he
ela ionship be ween ho el acili ies and cus ome sa is ac ion.
3. Ma e ials and Me hods
3.1. Pa icipan s and P ocedu e
The s udy’s da a we e collec ed be ween 1 June and 31 June 2022, in wo ou -s a
ho els loca ed in he G ea e Benido m a ea (Spain). This is a e y well-consolida ed
ou is ic a ea. A Spanish ho el chain based in his a ea, which also had ho els in o he a eas
o Spain, was con ac ed.
A o al o 450 ques ionnai es we e dis ibu ed in wo ho els, esul ing in 376 comple ed
and alid samples, meaning a esponse a e o 83.55%. This esea ch was conduc ed using
con enience sampling (McDaniel and Ga es 2019).
Adm. Sci. 2023,13, 108 15 o 21
Adm.Sci.2023,13,xFORPEERREVIEW16o 22



Figu e4.Themode a inge ec o incomeon he ela ionshipbe ween acili iesandpe sonnel.
To es  hemode a emedia ione ec , heindi ec condi ionale ec so  acili ieson
sa is ac ionac osso ganiza ionandpe sonnela di e en incomele elswe ecalcula ed
anda ep esen edinTable8.Theuns anda dized eg essioncoe icien o  hemedia ing
e ec o  heo ganiza ionwas0.065(p<0.05)in helowe income ange,andi inc eased
signi ican ly o0.118(p<0.05)in hein e media eincome angeand emained he ein he
uppe income ange.Wi hT1,T2,andT3 ep esen inglow‐,medium‐,andhigh‐income‐
le el amilies, hedi e enceindexbe weenT1andT2was0.053[0.017,0.093],whichdid
no include0,and ha be weenT1andT3was0.020[−0.018,0.071],whichincluded0.
The e o e, heposi i emedia inge ec o o ganiza ionwassigni ican lys onge a  he
in e media ele elo income.Thesameoccu ed o pe sonnel.Theindexo  hedi e ence
be weenT1andT2was0.067[0.028,0.121],whichdidno include0,and ha be weenT1
andT3was0.032[−0.036,0.099],whichincluded0.Again, heposi i emedia inge ec o 
pe sonnelwassigni ican lys onge a  hemiddle‐incomele el.The e o e,Hypo heses
4aand4bwe esuppo ed.
Table8.Mode a emedia inge ec o  amilyincomele el.
 Media o Va iables
O ganiza ionPe sonnel
Mode a ing
Va iableDi ec E ec (c’)
Indi ec E ec (Medi‐
a o )O ganiza ion(a1
×b1)
Mode a eMedia ion
IndexO ganiza ion
Indi ec E ec (Medi‐
a o )Pe sonnel(a2×
b2)
Mode a ionMe‐
dia ionIndexPe ‐
sonnel
T1:EUR<
40,0000.170[0.085,0.259]0.065[0.025,0.110]0.093[0.052,0.149]
T2:EUR
40,000–80,0000.170[0.085,0.255]0.118[0.048,0.185]0.161[0.097,0.235]
T3:EUR>
80,0000.355[0.226,0.484]0.085[0.027,0.161]0.126[0.059,0.208]
Di e enceT2‐
T1
0.053[0.017,0.093]T1:0.053[0.017,
0.093]
T2:0.020
[−0.018,0.071]
0.067[0.028,0.121]T1:0.067[0.028,
0.121]
T2:0.032
[−0.036,0.099]
Di e enceT3‐
T1
0.020
[−0.018,0.071]
0.032
[−0.036,0.099]
Di e enceT3‐
T2
−0.032
[−0.074,0.008]
−0.034
[−0.102,0.024]
Figu e 4. The mode a ing e ec o income on he ela ionship be ween acili ies and pe sonnel.
To es he mode a e media ion e ec , he indi ec condi ional e ec s o acili ies on
sa is ac ion ac oss o ganiza ion and pe sonnel a di e en income le els we e calcula ed
and a e p esen ed in Table 8. The uns anda dized eg ession coe icien o he media ing
e ec o he o ganiza ion was 0.065 (p< 0.05) in he lowe income ange, and i inc eased
signi ican ly o 0.118 (p< 0.05) in he in e media e income ange and emained he e in he
uppe income ange. Wi h T1, T2, and T3 ep esen ing low-, medium-, and high-income-
le el amilies, he di e ence index be ween T1 and T2 was 0.053 [0.017, 0.093], which did
no include 0, and ha be ween T1 and T3 was 0.020 [
−
0.018, 0.071], which included 0.
The e o e, he posi i e media ing e ec o o ganiza ion was signi ican ly s onge a he
in e media e le el o income. The same occu ed o pe sonnel. The index o he di e ence
be ween T1 and T2 was 0.067 [0.028, 0.121], which did no include 0, and ha be ween T1
and T3 was 0.032 [
−
0.036, 0.099], which included 0. Again, he posi i e media ing e ec o
pe sonnel was signi ican ly s onge a he middle-income le el. The e o e, Hypo heses 4a
and 4b we e suppo ed.
Table 8. Mode a e media ing e ec o amily income le el.
Media o Va iables
O ganiza ion Pe sonnel
Mode a ing Va iable Di ec E ec (c’) Indi ec E ec
(Media o )
O ganiza ion (a1 ×b1)
Mode a e Media ion
Index O ganiza ion
Indi ec E ec
(Media o ) Pe sonnel
(a2 ×b2)
Mode a ion Media ion
Index Pe sonnel
T1: EUR < 40,000 0.170 [0.085, 0.259] 0.065 [0.025, 0.110] 0.093 [0.052, 0.149]
T2: EUR 40,000–80,000 0.170 [0.085, 0.255] 0.118 [0.048, 0.185] 0.161 [0.097, 0.235]
T3: EUR > 80,000 0.355 [0.226, 0.484] 0.085 [0.027, 0.161] 0.126 [0.059, 0.208]
Di e ence T2-T1 0.053 [0.017, 0.093] T1: 0.053 [0.017, 0.093]
T2: 0.020
[−0.018, 0.071]
0.067 [0.028, 0.121] T1: 0.067 [0.028, 0.121]
T2: 0.032
[−0.036, 0.099]
Di e ence T3-T1 0.020
[−0.018, 0.071] 0.032
[−0.036, 0.099]
Di e ence T3-T2 −0.032
[−0.074, 0.008]
−0.034
[−0.102, 0.024]
Uns anda dized eg ession coe icien s and 95% con idence in e als a e epo ed. Di ec e ec : acili ies ->
sa is ac ion in he p esence o media o s. Indi ec e ec : ( acili ies -> media o )
×
(media o -> sa is ac ion).
Mode a e media ion index: di e ence be ween he condi ional indi ec e ec s ( o each o he income le els).
Finally, Table 9p esen s he esul s o he cu en esea ch’s hypo hesis.

Adm. Sci. 2023,13, 108 16 o 21
Table 9. Hypo hesis summa y.
Hypo hesis Resul s
H1 The pe cei ed quali y o ho el acili ies will be posi i ely associa ed wi h cus ome sa is ac ion, Suppo ed
H2a The pe cei ed quali y o a business o ganiza ion media es he ela ionship be ween ho el
acili ies and cus ome sa is ac ion. Suppo ed
H2b The pe cei ed quali y o he pe sonnel media es he ela ionship be ween ho el acili ies and
cus ome sa is ac ion. Suppo ed
H3a The le el o amily income mode a es he ela ionship be ween ho el acili ies and cus ome
sa is ac ion. Suppo ed
H3b
The le el o amily income mode a es he ela ionship be ween ho el acili ies and he pe cei ed
quali y o a business o ganiza ion. Suppo ed
H3c
The le el o amily income mode a es he ela ionship be ween ho el acili ies and he pe cei ed
quali y o he pe sonnel. Suppo ed
H4a The le el o amily income mode a es he media ing e ec o he business o ganiza ion on he
ela ionship be ween ho el acili ies and cus ome sa is ac ion. Suppo ed
H4b The le el o amily income mode a es he media ing e ec o he pe sonnel on he ela ionship
be ween ho el acili ies and cus ome sa is ac ion. Suppo ed
5. Discussion, Limi a ions and Fu u e Resea ch
The pu pose o his s udy was o in es iga e he e ec o cus ome s’ pe cep ions o
ho el acili ies on cus ome sa is ac ion by in eg a ing he media ing e ec o cus ome s’
pe cep ions o pe sonnel and business o ganiza ion and he mode a ing e ec o cus ome s’
amily income. Speci ically, i sough o de e mine i he e was a media ing e ec o
pe sonnel and business o ganiza ion and o explo e he mode a ing e ec o cus ome s’
income. To ob ain da a o he empi ical analysis, 450 ques ionnai es we e dis ibu ed
in wo Spanish ou -s a ho els in June 2022, esul ing in 376 alid samples, meaning a
esponse a e o 83.55%.
This esea ch used he PROCESS mac o o SPSS o es he hypo heses in a mode a ed
media ion model wi h a boo s apping me hod. The indings ega ding he es ing o he
hypo heses a e summa ized in he ollowing.
Fi s , cus ome pe cep ions o acili ies had a posi i e e ec on hei o e all sa is ac ion,
and a be e assessmen o he acili ies led o g ea e sa is ac ion. Second, his ela ionship
was pa ially media ed by cus ome pe cep ion o bo h pe sonnel and business o ganiza ion;
hus, pa o he o al e ec ha he pe cep ion o he acili ies had on sa is ac ion was in he
pe cep ions o bo h he pe sonnel and he business o ganiza ion. Thi d, he le el o amily
income mode a ed he ela ionship be ween he pe cep ion o acili ies and sa is ac ion
in such a way ha i was mo e in ense o hose wi h high pu chasing powe , and he
weigh o he pe cep ion o he quali y o he acili ies was g ea e among weal hie clien s.
Income mode a ed bo h he ela ionship be ween he pe cep ion o he acili ies and he
pe cep ion o he business o ganiza ion, as well as he ela ionship be ween he pe cep ion
o he acili ies and he pe cep ion o he pe sonnel, and bo h we e mo e in ense wi h
in e media e pu chasing powe . Fou h, income mode a ed he media ing e ec o bo h he
o ganiza ion and he pe sonnel such ha i was mo e in ense in he middle ange o income.
In summa y, he posi i e e ec o acili ies on cus ome sa is ac ion, which was pa ially
media ed by pe sonnel and business o ganiza ion, was ound and con i med; cus ome s
wi h a high income we e mo e a ec ed by he quali y pe cep ion ha he acili ies we e o
hei sa is ac ion, while medium-income cus ome s had a mo e in ense ela ionship wi h
he pe cep ion o pe sonnel and business o ganiza ion, oge he wi h he ho el acili ies
being o hei sa is ac ion. The e o e, no only acili ies, bu also pe sonnel and business
o ganiza ions a e impo an key playe s o achie ing cus ome sa is ac ion in ho els, and
amily income should also be conside ed in o de o un a success ul business wi h high
cus ome sa is ac ion.
Adm. Sci. 2023,13, 108 17 o 21
5.1. Theo e ical and P ac ical Implica ions
The exis ing li e a u e on business models wi hin he hospi ali y indus y shows ha
globaliza ion has ans o med and led o inno a i e app oaches o se ice deli e y h ough
he p omo ion and pe mission o sus ainable business model inno a ions in echnology,
companies, and indus ial ne wo ks (Flo ido e al. 2019). The esea ch by S i as a a
(2021) poin ed ou ha budge ho el chains, hyb id models, and sha ing pla o ms, as
some o he business models de eloped ou o he globaliza ion p ocess, ha e acili a ed
compe i i eness wi hin he se ice indus y. All o hese models pay a en ion o ho el
acili ies, pe sonnel, and business o ganiza ion, wi h a ocus on cus ome sa is ac ion; hus,
his cu en esea ch aligns wi h hem and o e s empi ical esul s.
A quali y business o ganiza ion hinges upon a cus ome -cen ic app oach ha em-
phasizes se ice quali y ha will lead o a posi i e cus ome expe ience (Baque o 2022).
Consequen ly, a business o ganiza ion equi es quali y s a o deli e se ice quali y o i s
cus ome s. Reilly’s (2018) s udy on building a cus ome -cen ic business poin s o alen
managemen as a leading ac o in achie ing cus ome sa is ac ion.
The wo ho els ha ook pa in his s udy en ooms wi h he op ion o bed and
b eak as , hal boa d, ull boa d, and all-inclusi e s ays. Highe -income amilies end o
ese e a bed and b eak as and spend he day ou side he ho el isi ing di e en pa s
o he G ea e Benido m a ea, ending hei aca ions wi h a highe expendi u e. Middle-
income amilies end o book hal -boa d, ull-boa d, o all-inclusi e s ays, and limi hei
excu sions ou side hese ho els so ha hey can adjus o hei aca ion’s o iginal budge .
This explains indings ega ding amily income mode a ing he ela ionship be ween
acili ies and sa is ac ion, which is mo e in ense wi h a high pu chasing powe , as such
indi iduals spend less ime in eso s; on he con a y, in e media e pu chasing powe
was mo e in ense o ela ionships ha included pe sonnel and business o ganiza ion
as media o s, since such indi iduals spen mo e ime a he eso s, so hey paid mo e
a en ion o s a and alued hei mul iple in e ac ions wi h s a and well-o ganized
business ope a ions mo e. The quali y o s a is di ec ly linked o he acili ies in he
se ice indus y due o he angible na u e o he se ice quali y, insis ing on he physical
appea ance o acili ies h ough p ope main enance and gene al cleanliness (Lai and
Nguyen 2017).
Resea ch in se ice indus y s a ing consis en ly epo s he s a egic ac ions aken
by business o ganiza ions o ensu e sus ained quali y o s a , including ou sou cing o
delega ion o unc ions, ou - asking o delega ion o a sepa a e du y o a pa ne , and s a
leasing o ou -s a ing (Zha o onko a and Niki o o 2020). The au ho s also poin ed ou
he impo ance o se ice indus y i ms pa ne ing wi h educa ional ins i u ions o acili a e
he impa a ion o he app op ia e skills and knowledge o he po en ial wo k o ce o sol e
seasonal s a ing issues. As pe sonnel is a key playe in he equa ion o ob aining high
cus ome sa is ac ion, his mus be conside ed when e alua ing he pe o mance o a ho el.
Ideally, high-end acili ies equi e cons an main enance, and specialized ca e demands
p o essional s a o handle and ope a ionalize (He mus e al. 2017). In addi ion, hese
acili ies mus p o ide cus ome s wi h an ou s anding expe ience h ough se ice quali y
dimensions such as esponsi eness on he pa o skilled o p o essional pe sonnel (Sugia o
and Oc a iana 2021). I was p o ed in his esea ch ha good-quali y ho el acili ies lead
o highe cus ome sa is ac ion. This, howe e , should no lead ho el p ope y owne s o
demand g ea esul s om ho el ope a o s in e ms o cus ome sa is ac ion and he e o e
economic esul s based only on good-quali y ho el acili ies; i should also no lead ho el
ope a o s o blame lowe -quali y ho el acili ies o no ob aining high cus ome sa is ac ion.
This esea ch has also p o ed ha pe sonnel and business o ganiza ion a e in ol ed in he
equa ion o ob aining high cus ome sa is ac ion.
Finally, one o he main heo e ical and p ac ical implica ions o his esea ch was
ha i was able o alida e h ee cons uc s wi hin he HOTELQUAL scale (Falces e al.
1999)— acili ies, pe sonnel, and business o ganiza ion—and i alida ed 15 o i s o iginal
20 i ems. The o iginal ques ionnai e was c ea ed in he yea 1999, using only Mad id-a ea
Adm. Sci. 2023,13, 108 18 o 21
ho el cus ome s. The cu en esea ch ook place in G ea e Benido m, a e y ou is ic
des ina ion on he Spanish coas , using no only Spanish cus ome s, bu also B i ish and
F ench cus ome s. These 15 i ems, using he h ee cons uc s o cus ome pe cep ion o ho el
acili ies, pe sonnel, and business o ganiza ion, can be used oge he o measu e cus ome s’
pe cep ion o ho el quali y—as pe Falces e al.’s (1999) ini ial p oposal—o cus ome
expe ience, and any o he h ee cons uc s can be used indi idually. This p o ides insigh
in o u u e esea ch in his a ea.
5.2. Limi a ions and Di ec ions o Fu u e Resea ch
This esea ch p esen s some limi a ions ha u u e esea ch can add ess. Bo h ho els
in he esea ch sample we e based in a ou is ic a ea o Spain. I migh be in e es ing o
analyze ho els in di e en coun ies/loca ions and combine eso s and ci y business ho els.
Bo h ho els in he sample we e a ed ou s a s, and i would be in e es ing o b oaden
u u e esea ch o include mo e ho el s a a ings. I can be di icul o ob ain access o
ho el companies o conduc esea ch wi h hei cu en cus ome s. This s udy ob ained
access o one ho el company ha managed hese wo ho els. I would be in e es ing o
esea ch di e en ho el companies. Fu u e esea che s could examine he impac o o he
a iables such as o ganiza ional legi imacy o gende (Díez-Ma ín e al. 2022) on ho el
cus ome sa is ac ion. They could also ocus he analysis on consume dissa is ac ion
(Pascual Neb eda e al. 2021) in an e o o de e mine wha ac o s in luence ho el gues s’
dissa is ac ion (Be ezina e al. 2016;Kim e al. 2019a).
The esul s o e insigh s o ho el p ope y owne s, business ope a o s, ho el man-
age s, and academics in o new app oaches and new lines o esea ch on his subjec .
Funding: This esea ch ecei ed no ex e nal unding.
In o med Consen S a emen :
In o med consen was ob ained om all subjec s in ol ed in he
s udy.
Da a A ailabili y S a emen :
The da a p esen ed in his s udy a e a ailable upon eques om he
co esponding au ho .
Con lic s o In e es : The au ho decla es no con lic o in e es .
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