How Self-image Congruence Impacts Customer Satisfaction in Hotels

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Wilkins, Hugh
Merrilees, Bill
Herington, Carmel
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2006
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Abstract

The importance of self-image congruence for product selection has been established across a number of purchase contexts, but the research that has included postpurchase evaluations is limited to a few examples, including a tourist destination, jewelery, and the use of ATMs. Despite recognition of the role of self-image congruence for hotel consumption, no research has been identified that addresses the affect self-image congruence has on postpurchase evaluations. This article reports an empirical analysis of the importance of self-image congruence to the postpurchase evaluation of hotels. The results indicate that self-image congruence affects the level of customer satisfaction. The results also indicate that the impact of self-image congruence varies with purpose of trip and gender.

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Tourism Analysis

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11

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5

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© 2006 Cognizant Communication Corporation. The attached file is reproduced here in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.

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Commercial Services

Marketing

Tourism

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