The effect of customers’ hotel experience on satisfaction: The mediating role of memorability

Abstract

Nowadays, hotels have become places of life and experience areas rather than a place to sleep at night for customers. Customers' experiences during their stay at the hotel can effect their future behavior. Moreover, the memorability of these experiences can also effect these behaviors. However, there is little empirical evidence identifying and measuring the relationship between these variables. Hence, it has been investigated whether memorability plays a mediator role in the relationship between customers' hotel experiences and satisfaction levels in this research. For this purpose, a field survey conducted in Cappadocia region where the cave hotels operate intensively. The data was collected by pollsters in April, 2019. Within the scope of the research, 439 questionnaires were collected from tourists staying in cave hotels. The regression analysis based on Bootstrap method was used to test whether memorability plays a mediation role in the effect of consumer hotel experiences on satisfaction. In the light of the study's findings, it was found that memorability plays an indirect mediation role in the effect of hotel experience dimensions on satisfaction.