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.