Does Environmental Initiatives Really Mater My Customers? A Joint Analysis of Performance and Satisfaction Measurement in the Hotel Industry
Abstract
This research note mobilizes Data Envelopment Analysis (DEA) method to build a bridge between consumer satisfactions evaluations of their experience and the economic performance in the hotel industry. Moreover, regarding the particularity of this industry in terms of environmental damages, a focus on environmental initiatives is also integrated to the analysis. By clarifying how green actions lead to performance improvements; this study helps managers defining their most advantageous hotel strategies. Moreover, it enriches the literature by integrating a distinction between satisfaction and specific satisfaction impacts. Results reveals that efficiency increases when the hotel adopt environmental initiatives. Only one hotel on the sample experienced a perfect score in terms of performance and satisfaction. All the transactional satisfaction criterions give a room to help managers identifying the improvement to do in their service delivery experience.References
[1] Anderson, E.W., Fornell, C., Lehmann, D.R. (1994). Customer satisfaction, market share, and profitability: findings from Sweden. The Journal of Marketing, 58(3): 53-66. DOI: 10.2307/1252310
[2] Arnould, E.J., Price, L. (1993). River magic: extraordinary experience and the extended service encounter. Journal of Consumer Research, 24-45.
[3] Assaf, A.G., Josiassen, Al. (2014). Time-varying production efficiency in the health care foodservice industry: A Bayesian method, Journal of Business Research, 65: 617-625.
[4] Babin, B.J., Griffin, M. (1998). The nature of satisfaction: an updated examination and analysis. Journal of Business Research, 41(2), 127-136.
[5] Bagozzi, R., Gopinath, P., Mahesh, Nyer, Prashanth, U. (1999). The role of emotions in marketing. Journal of the Academy of Marketing Science, 27(2): 184-206.
[6] Banker, R.D., Charnes, A., Cooper, W. (1984), Some models for estimating technical and scale efficiency in data envelopment analysis, Management Science, 30: 1078-1092.
[7] Bitner, M.J. (1992). Service scopes: the impact of physical surroundings on customers and employees. The Journal of Marketing, 57-71.
[8] Bitner, Mary J., Hubbert, Amy R. (1994), Encounter satisfaction versus overall satisfaction versus quality, in Rust R.T. and Oliver R.L. (eds) Service Quality : New Directions in Theory and Practice, Sage, Thousand Oaks, CA, 77-94.
[9] Bohdanowicz, P. (2006), Environmental Awareness and Initiatives in the Swedish and Polish Hotel Industries – survey results, International Journal of Hospitality Management, 25: 662-682.
[10] Bohdanowicz, P., Zientara, P., Novotna, E. (2011). International hotel chains and environmental protection: An analysis of Hilton's we care! Program (Europe, 2006–2008). Journal of Sustainable Tourism, 19(7): 797-816.
[11] Bohlen, G., Bodo, B. Schlegelmilch., Adamantios, Diamantopoulos. (1993).Measuring ecological concern: a multi-construct perspective, Journal of Marketing Management; 9: 415- 430.
[12] Briec, W., Kerstens, K., Peypoch, N. (2012), Exact Relations between Four Definitions of Productivity Indices and Indicators, Bulletin of Economic Research, 64(2): 265 – 274.
[13] Cardozo, Richard. N. (1965). An experimental study of customer effort, expectation, and satisfaction. Journal of Marketing Research, 244-249.
[14] Céspedes-Lorente, José., Burgos-Jiménez, Jéronimo. D., Álvarez-Gil, Marie José. (2003). Stakeholders’ environmental influence. An empirical analysis in the Spanish hotel industry. Scandinavian Journal of Management, 19(3): 333-358.
[15] Chan, Eric S.W. (2008). Barriers to EMS in the hotel industry. International Journal of Hospitality Management, 27, 187–196.
[16] Chang, E., Wong, S.W., Simon, C.K (2006), Motivations for ISO 14001. Tourism Management, 27(3): 481-492.
[17] Charnes, A., Cooper, William. W., Rhodes, Edward. (1978), Measuring the Efficiency of Decision-Making Units, European Journal of Operational Research, 3: 429-444.
[18] Choi, Tat. Y., Chu, Raymond. (2001) Determinants of hotel guests' satisfaction and repeat patronage in the Hong Kong hotel industry, International Journal of Hospitality Management, 20(3): 277-297.
[19] Claver-Cortés, Enrique., Molina-Azori, José F., Pereira-Moliner, Jorge., Lopez-Gamero, Moli-D. (2007). Environmental Strategies and Their Impact on Hotel Performance. Journal of Sustainable Tourism, 15(6): 663 – 679.
[20] Coelli, Timothy J., Rao, Daddla S.P., O’Donnell, Ch. et al. (2005). An introduction to efficiency and productivity analysis, Springer.
[21] Cronin, Joseph Jr., Taylor, Steven, A. (1992). Measuring service quality: a reexamination and extensions, Journal of Marketing, 56: 55-68.
[22] Derbaix, C., Pham, M.T. (1991). Affective reactions to consumption situations: A pilot investigation. Journal of Economic Psychology, 12(2): 325-355.
[23] Erdogan, N., Baris, E. (2007). Environmental protection programs and conservations practices of hotels in Ankara, Tourism Management, 28: 604-614.
[24] Fairweather, J.R., Maslin, C., Simmons, D.G. (2005). Environmental values and response to eco-labels among international visitors to New Zealand, Journal of Sustainable Tourism, 13(1): 82-98.
[25] Font, X., Harris, Ch. (2004). Rethinking standards from green to sustainable, Annals of Tourism Research, 31(4): 986-1007.
[26] Fuchs, M. (2004). Strategy development in tourism destinations: a DEA approach, Poznan University Economics Review, 4: 52-73.
[27] Fraj, E., Matute, J., Melero, I. (2015). Environmental strategies and organizational competitiveness in the hotel industry: The role of learning and innovation as determinants of environmental success. Tourism Management, 46: 30–42.
[28] Gao, Y., Mattila, A. (2014). Improving consumer satisfaction in green hotels: The roles of perceived warmth, perceived competence, and CSR motive. International Journal of Hospitality Management, 42: 20–31.
[29] Garbarino, E., Johnson, M.S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. The Journal of Marketing, 70-87.
[30] Han, H., Hsu, L-T., Sheu, C. (2010). Application of the Theory of Planned Behavior to green hotel choice: Testing the effect of environmental friendly activities. Tourism Management, 31: 325–334.
[31] Han, H., Hsu, L-T., Lee, J-S. (2009). Empirical investigation of the roles of attitudes toward green behaviors, overall image, gender, and age in hotel customers’ eco-friendly decision-making process. International Journal of Hospitality Management, 28: 519–528.
[32] Han, H., Hsu, L-T., Lee, J-S. (2011). Are lodging customers ready to go green? An examination of attitudes, demographics, and eco-friendly intentions. International Journal of Hospitality Management, 30(2): 345-355.
[33] Han, H., Ryu, K. (2009). The Roles of the Physical Environment, Price Perception, and Customer Satisfaction in Determining Customer Loyalty in the Restaurant Industry, Journal of Hospitality and Tourism Research, November, 33(4): 487-510.
[34] Hathroubi, S., Peypoch, N., Robinot, E. (2014). Does environmental management influence hotels’ performance? The Tunisian Case, Journal of Hospitality and Tourism Management, 21: 27–33.
[35] Holt, D.B. (1995). How Consumers Consume: A Typology of Consumption Practices, Journal of Consumer Research, 22(1): 1-16.
[36] Jones, M.A., Jaebeom, S. (2000). Transaction-specific satisfaction and overall satisfaction: an empirical analysis, Journal of Services Marketing, 14(2): 147-159.
[37] Kaplan, R.S., Norton D.P. (1992). The balanced scorecard--measures that drive performance, Harvard Business Review, January-February, 71-79.
[38] Kim, Y., Han, H. (2010). Intention to pay conventional-hotel prices at a green hotel–a modification of the theory of planned behavior. Journal of Sustainable Tourism, 18(8): 997-1014.
[39] King, C., Funk, D.C. and Wilkins, H. (2011). Bridging the gap: An examination of the relative alignment of hospitality research and industry priorities, International Journal of Hospitality Management, 30(1): 157-166.
[40] Kuppelwieser, Volker.G., Finsterwalder, J. (2011). Psychological safety, contributions and service satisfaction of customers in groups service experiences, Managing Service Quality, 21(6): 617-635.
[41] Leonidou, L., Leonidou, C.N., Fotiadis, T.A., Zerit, A. (2013). Resources and capabilities as drivers of hotel environmental marketing strategy: Implications for competitive advantage and performance, Tourism Management, 35: 94-110.
[42] Lovelock, Ch., H, Wirtz, J. (2004). Services Marketing: People, Technology, Strategy, 5th Edition, Upper Saddle Rover, NJ: Prentice Hall.
[43] López-Gamero, M.D., Molina-Azorín, J.F., Claver-Cortes, E. (2011). The Relationship between Managers Environmental Perceptions, Environmental Management and Firm Performance in Spanish Hotels: Whole Framework. International Journal of Tourism Research, 13: 141-163.
[44] Manaktola, K., Jauhari, V. (2007). Exploring consumer attitude and behavior towards green practices in the lodging industry in India. International Journal of Contemporary Hospitality Management, 19(5): 364-377.
[45] McDonald, J. (2009). Using least squares and Tobit in second stage DEA efficiency analyses, European Journal of Operational Research, 197: 792-798.
[46] Oliver, R.L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 460-469.
[47] Oliver, RL. (1996). Varieties of value in the consumption satisfaction response. Advances in Consumer Research, 23: 143-147.
[48] Olsen, L.L, Johnson, M.D. (2003). Service Equity, Satisfaction, and Loyalty: From Transaction - Specific to Cumulative Evaluations, Journal of Service Research, 5(3): 184-195.
[49] Parasuraman, A, Zeithaml, V.A., Berry, L.L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49: 41-50.
[50] Parasuraman, A, Zeithaml, V.A., Berry, L.L. (1994). Alternative scales for measuring service quality: a comparative assessment based on psychometric and diagnostic criteria. Journal of Retailing, 70(3): 201-230.
[51] Peypoch, N., Barros, C.P., Botti, L., Solonandrasana, B. (2011). Managerial Efficiency and Hospitality Industry: the Portuguese case, Applied Economics, 43: 2895-2905.
[52] Robinot, E., Giannelloni, J-L. (2010). Do hotels’ “green” attributes contribute to customer satisfaction? Journal of Services Marketing 24: 157–169.
[53] Vargo, S.L. Lusch, R.F. (2008). Evolving to a New Dominant Logic for Marketing, Journal of Marketing, 68(1): 1-17.
[54] Wöber, Kl.W., Fesenmaier, D.R. (2004). A Multi-Criteria Approach to Destination Benchmarking A Case Study of State Tourism Advertising Programs in the United States. Journal of Travel & Tourism Marketing, 16: 1-18
*** APAT - Italian National Agency for the Protection of the Environment and for Technical Services), 2002.Tourist accommodation EU eco-label award scheme – Final Report. Italian National Agency for the Protection of the Environment and for Technical Services, Rome, Italy.
*** European Union trough the Davos Process (2007). From Davos to Copenhagen beyond: Advancing tourism’s Response to climate change. Report available on: http://sdt.unwto. org/sites/all/files/docpdf/from davostocopenhagenbeyondunwtopaperelectronicversion.pdf
*** Hotel Energy Solutions (2014). Hotel Energy Solutions: Fostering innovation to fight climate change – Public Report. Hotel Energy.
[2] Arnould, E.J., Price, L. (1993). River magic: extraordinary experience and the extended service encounter. Journal of Consumer Research, 24-45.
[3] Assaf, A.G., Josiassen, Al. (2014). Time-varying production efficiency in the health care foodservice industry: A Bayesian method, Journal of Business Research, 65: 617-625.
[4] Babin, B.J., Griffin, M. (1998). The nature of satisfaction: an updated examination and analysis. Journal of Business Research, 41(2), 127-136.
[5] Bagozzi, R., Gopinath, P., Mahesh, Nyer, Prashanth, U. (1999). The role of emotions in marketing. Journal of the Academy of Marketing Science, 27(2): 184-206.
[6] Banker, R.D., Charnes, A., Cooper, W. (1984), Some models for estimating technical and scale efficiency in data envelopment analysis, Management Science, 30: 1078-1092.
[7] Bitner, M.J. (1992). Service scopes: the impact of physical surroundings on customers and employees. The Journal of Marketing, 57-71.
[8] Bitner, Mary J., Hubbert, Amy R. (1994), Encounter satisfaction versus overall satisfaction versus quality, in Rust R.T. and Oliver R.L. (eds) Service Quality : New Directions in Theory and Practice, Sage, Thousand Oaks, CA, 77-94.
[9] Bohdanowicz, P. (2006), Environmental Awareness and Initiatives in the Swedish and Polish Hotel Industries – survey results, International Journal of Hospitality Management, 25: 662-682.
[10] Bohdanowicz, P., Zientara, P., Novotna, E. (2011). International hotel chains and environmental protection: An analysis of Hilton's we care! Program (Europe, 2006–2008). Journal of Sustainable Tourism, 19(7): 797-816.
[11] Bohlen, G., Bodo, B. Schlegelmilch., Adamantios, Diamantopoulos. (1993).Measuring ecological concern: a multi-construct perspective, Journal of Marketing Management; 9: 415- 430.
[12] Briec, W., Kerstens, K., Peypoch, N. (2012), Exact Relations between Four Definitions of Productivity Indices and Indicators, Bulletin of Economic Research, 64(2): 265 – 274.
[13] Cardozo, Richard. N. (1965). An experimental study of customer effort, expectation, and satisfaction. Journal of Marketing Research, 244-249.
[14] Céspedes-Lorente, José., Burgos-Jiménez, Jéronimo. D., Álvarez-Gil, Marie José. (2003). Stakeholders’ environmental influence. An empirical analysis in the Spanish hotel industry. Scandinavian Journal of Management, 19(3): 333-358.
[15] Chan, Eric S.W. (2008). Barriers to EMS in the hotel industry. International Journal of Hospitality Management, 27, 187–196.
[16] Chang, E., Wong, S.W., Simon, C.K (2006), Motivations for ISO 14001. Tourism Management, 27(3): 481-492.
[17] Charnes, A., Cooper, William. W., Rhodes, Edward. (1978), Measuring the Efficiency of Decision-Making Units, European Journal of Operational Research, 3: 429-444.
[18] Choi, Tat. Y., Chu, Raymond. (2001) Determinants of hotel guests' satisfaction and repeat patronage in the Hong Kong hotel industry, International Journal of Hospitality Management, 20(3): 277-297.
[19] Claver-Cortés, Enrique., Molina-Azori, José F., Pereira-Moliner, Jorge., Lopez-Gamero, Moli-D. (2007). Environmental Strategies and Their Impact on Hotel Performance. Journal of Sustainable Tourism, 15(6): 663 – 679.
[20] Coelli, Timothy J., Rao, Daddla S.P., O’Donnell, Ch. et al. (2005). An introduction to efficiency and productivity analysis, Springer.
[21] Cronin, Joseph Jr., Taylor, Steven, A. (1992). Measuring service quality: a reexamination and extensions, Journal of Marketing, 56: 55-68.
[22] Derbaix, C., Pham, M.T. (1991). Affective reactions to consumption situations: A pilot investigation. Journal of Economic Psychology, 12(2): 325-355.
[23] Erdogan, N., Baris, E. (2007). Environmental protection programs and conservations practices of hotels in Ankara, Tourism Management, 28: 604-614.
[24] Fairweather, J.R., Maslin, C., Simmons, D.G. (2005). Environmental values and response to eco-labels among international visitors to New Zealand, Journal of Sustainable Tourism, 13(1): 82-98.
[25] Font, X., Harris, Ch. (2004). Rethinking standards from green to sustainable, Annals of Tourism Research, 31(4): 986-1007.
[26] Fuchs, M. (2004). Strategy development in tourism destinations: a DEA approach, Poznan University Economics Review, 4: 52-73.
[27] Fraj, E., Matute, J., Melero, I. (2015). Environmental strategies and organizational competitiveness in the hotel industry: The role of learning and innovation as determinants of environmental success. Tourism Management, 46: 30–42.
[28] Gao, Y., Mattila, A. (2014). Improving consumer satisfaction in green hotels: The roles of perceived warmth, perceived competence, and CSR motive. International Journal of Hospitality Management, 42: 20–31.
[29] Garbarino, E., Johnson, M.S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. The Journal of Marketing, 70-87.
[30] Han, H., Hsu, L-T., Sheu, C. (2010). Application of the Theory of Planned Behavior to green hotel choice: Testing the effect of environmental friendly activities. Tourism Management, 31: 325–334.
[31] Han, H., Hsu, L-T., Lee, J-S. (2009). Empirical investigation of the roles of attitudes toward green behaviors, overall image, gender, and age in hotel customers’ eco-friendly decision-making process. International Journal of Hospitality Management, 28: 519–528.
[32] Han, H., Hsu, L-T., Lee, J-S. (2011). Are lodging customers ready to go green? An examination of attitudes, demographics, and eco-friendly intentions. International Journal of Hospitality Management, 30(2): 345-355.
[33] Han, H., Ryu, K. (2009). The Roles of the Physical Environment, Price Perception, and Customer Satisfaction in Determining Customer Loyalty in the Restaurant Industry, Journal of Hospitality and Tourism Research, November, 33(4): 487-510.
[34] Hathroubi, S., Peypoch, N., Robinot, E. (2014). Does environmental management influence hotels’ performance? The Tunisian Case, Journal of Hospitality and Tourism Management, 21: 27–33.
[35] Holt, D.B. (1995). How Consumers Consume: A Typology of Consumption Practices, Journal of Consumer Research, 22(1): 1-16.
[36] Jones, M.A., Jaebeom, S. (2000). Transaction-specific satisfaction and overall satisfaction: an empirical analysis, Journal of Services Marketing, 14(2): 147-159.
[37] Kaplan, R.S., Norton D.P. (1992). The balanced scorecard--measures that drive performance, Harvard Business Review, January-February, 71-79.
[38] Kim, Y., Han, H. (2010). Intention to pay conventional-hotel prices at a green hotel–a modification of the theory of planned behavior. Journal of Sustainable Tourism, 18(8): 997-1014.
[39] King, C., Funk, D.C. and Wilkins, H. (2011). Bridging the gap: An examination of the relative alignment of hospitality research and industry priorities, International Journal of Hospitality Management, 30(1): 157-166.
[40] Kuppelwieser, Volker.G., Finsterwalder, J. (2011). Psychological safety, contributions and service satisfaction of customers in groups service experiences, Managing Service Quality, 21(6): 617-635.
[41] Leonidou, L., Leonidou, C.N., Fotiadis, T.A., Zerit, A. (2013). Resources and capabilities as drivers of hotel environmental marketing strategy: Implications for competitive advantage and performance, Tourism Management, 35: 94-110.
[42] Lovelock, Ch., H, Wirtz, J. (2004). Services Marketing: People, Technology, Strategy, 5th Edition, Upper Saddle Rover, NJ: Prentice Hall.
[43] López-Gamero, M.D., Molina-Azorín, J.F., Claver-Cortes, E. (2011). The Relationship between Managers Environmental Perceptions, Environmental Management and Firm Performance in Spanish Hotels: Whole Framework. International Journal of Tourism Research, 13: 141-163.
[44] Manaktola, K., Jauhari, V. (2007). Exploring consumer attitude and behavior towards green practices in the lodging industry in India. International Journal of Contemporary Hospitality Management, 19(5): 364-377.
[45] McDonald, J. (2009). Using least squares and Tobit in second stage DEA efficiency analyses, European Journal of Operational Research, 197: 792-798.
[46] Oliver, R.L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 460-469.
[47] Oliver, RL. (1996). Varieties of value in the consumption satisfaction response. Advances in Consumer Research, 23: 143-147.
[48] Olsen, L.L, Johnson, M.D. (2003). Service Equity, Satisfaction, and Loyalty: From Transaction - Specific to Cumulative Evaluations, Journal of Service Research, 5(3): 184-195.
[49] Parasuraman, A, Zeithaml, V.A., Berry, L.L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49: 41-50.
[50] Parasuraman, A, Zeithaml, V.A., Berry, L.L. (1994). Alternative scales for measuring service quality: a comparative assessment based on psychometric and diagnostic criteria. Journal of Retailing, 70(3): 201-230.
[51] Peypoch, N., Barros, C.P., Botti, L., Solonandrasana, B. (2011). Managerial Efficiency and Hospitality Industry: the Portuguese case, Applied Economics, 43: 2895-2905.
[52] Robinot, E., Giannelloni, J-L. (2010). Do hotels’ “green” attributes contribute to customer satisfaction? Journal of Services Marketing 24: 157–169.
[53] Vargo, S.L. Lusch, R.F. (2008). Evolving to a New Dominant Logic for Marketing, Journal of Marketing, 68(1): 1-17.
[54] Wöber, Kl.W., Fesenmaier, D.R. (2004). A Multi-Criteria Approach to Destination Benchmarking A Case Study of State Tourism Advertising Programs in the United States. Journal of Travel & Tourism Marketing, 16: 1-18
*** APAT - Italian National Agency for the Protection of the Environment and for Technical Services), 2002.Tourist accommodation EU eco-label award scheme – Final Report. Italian National Agency for the Protection of the Environment and for Technical Services, Rome, Italy.
*** European Union trough the Davos Process (2007). From Davos to Copenhagen beyond: Advancing tourism’s Response to climate change. Report available on: http://sdt.unwto. org/sites/all/files/docpdf/from davostocopenhagenbeyondunwtopaperelectronicversion.pdf
*** Hotel Energy Solutions (2014). Hotel Energy Solutions: Fostering innovation to fight climate change – Public Report. Hotel Energy.
Published
2016-11-10
How to Cite
ROBINOT, Elisabeth.
Does Environmental Initiatives Really Mater My Customers? A Joint Analysis of Performance and Satisfaction Measurement in the Hotel Industry.
Journal of Environmental Management and Tourism, [S.l.], v. 6, n. 1, p. 22-33, nov. 2016.
ISSN 2068-7729.
Available at: <https://journals.aserspublishing.eu/jemt/article/view/369>. Date accessed: 20 apr. 2024.
Section
Journal of Environmental Management and Tourism
Keywords
green actions; transaction-specific satisfaction; overall satisfaction; performance; efficiency; data envelopment analysis
Copyright© 2023 The Author(s). Published by ASERS Publishing 2023. This is an open access article distributed under the terms of CC-BY 4.0 license.