Impact of social influence on service outcomes
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This study investigates how social influence variables will affect repeat visit intentions and word of mouth in the motel context. Specifically, the social influence variables of friendly staff, friendship with a staff employee and feeling respected are compared with tangible attributes, such as rooms, facilities and locational convenience to determine the greatest influence. A cross-sectional survey of 119 motel guests revealed that feeling respected is the greatest influence on revisit intentions but was not a significant predictor of word of mouth activity. Furthermore, both facilities and motel convenience were not significant predictors of either repeat visit intentions or word of mouth. Both friendship and room presentation were significant predictors of both dependent variables. It is suggested that the nature of the dependent variable may account for the different results. For public activities such as word of mouth, predictors that guests may favour talking about could dominate whereas private feelings such as feeling respected may more strongly predict the more introspective service outcomes.
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