| Factor | Factor Definition | Factor Variable |
1 | Perceived Quality | The perception of the quality of products and/or services in the hospitality organization | ● Reliability: Consistency in quality and performance of products and service consumed. ● Tangibles: Physical attributes of the organization such as attractiveness and visual appearance of facility, equipment, and personnel. ● Empathy: Individualized attention and concern provided by the organization in addressing a customer’s needs and feelings. ● Security: Perception of the organization’s ability to secure the customer and his/her personal information in the facility or website or payment platform. |
2 | Perceived Value | The perception of value in the products and services provide by the hospitality organization | ● Price Perception: the congruence in the value of products and services purchased by the customer. |
3 | Customer Expectations | The assumptions and non-experiential interactions prior to consumption and future assessments on value of products and services. | ● Expectations: Anticipatory behaviour by customer when interacting with the product and/or service provider. |
4 | Image | The overall impression of the organization formed by the customer. | ● Recommendation: The degree to which the customer is likely to promote the products and services of the organizations to friends and families. |