The Effects of Sustainable Hospitality Supply Chain on Customer Satisfaction and Customer Repurchase Intentions

Abstract

Purpose: Sustainability is seen as an activity that promotes organizational growth through customer satisfaction. The current trend suggests that customers have high concerns about sustainability in the hospitality sector. The focused of this study looked into the sustainable hospitality supply chain impact on customer satisfaction and customer repurchase of hospitality services.   Methods: Utilizing data obtained from customers patronizing any of the hospitality services (hotels accommodation, conferences and restaurants) in Ghana. The study focused on validating and testing a hypothesized model using the SmartPLS tool.   Results and Conclusion: The result indicates a significant positive relationship between all the sustainable dimensions (economic, environmental, and social). These findings suggest that customer satisfaction is influenced by sustainable supply chain dimensions. The findings further revealed that the environmental dimension of sustainability provides a direct and significant relationship to customer repurchase of hospitality services, but the economic and social dimensions influence customer repurchase of hospitality services through customer satisfaction.   Implication of Research: The findings of this study will enable practitioners and policymakers to understand sustainability practices in hospitality firms and assist them to prioritize, align or realign their limited resources on the sustainable dimensions since there is varying degree of impact of each dimension.   Originality/Value: This paper adds to the existing findings by demonstrating the larger impact of sustainability in promoting customers retention for hospitality services. The study is unique as it shows the role of customers satisfaction in the relationship between sustainability dimension and customers retention for hospitality services. It provides evidence that sustainability dimensions is not a direct consequence of customer retention unless there is sufficient customer satisfaction for that sustainable dimension.