Synthesizing the effects of green experiential quality, green equity, green image and green experiential satisfaction on green switching intention

This study aims to fill a conceptual gap by identifying the dimensions of green experiential quality and empirically examining the interrelationships among green experiential quality, green equity, green image, green experiential satisfaction and green switching intention. A multi-dimensional model is used as a framework to synthesize the effects of green experiential quality, green equity, green image and green satisfaction on green switching intention of green hotel customers.

The data used in this study were collected from a sample of 535 customers staying in one green hotel of Taipei City, Taiwan. Data were analyzed using structural equation modeling and hierarchical regression analysis.

The findings support a multi-dimensional model consisting of four dimensions (interaction quality, physical environment quality, access quality and administration quality) to conceptualize and measure perceived green experiential quality. Perceived green experiential quality significantly influences green equity and green image, which, in turn, result in green experiential satisfaction. Green switching intention is influenced by green experiential satisfaction and green image. However, outcome quality is not a component of perceived green experiential quality, which, in turn, insignificantly results in green experiential satisfaction. Green image plays a role in moderating the relationship between green experiential quality and interaction quality, outcome quality, access quality and administration quality.

To increase green experiential quality and green equity, enhance green image and green experiential satisfaction and decrease green switching intention, the finding of this study will help green hotel management to develop and implement market-oriented service strategies.

This is the first study to synthesize the effects of green experiential quality, green equity, green image and green experiential satisfaction on green switching intention in a green hotel setting.