The influence of consumer confusion on the repurchase intentions of hotel guests: the role of brand loyalty and customer satisfaction

Purpose This study aims to investigate the influence of customer satisfaction and brand loyalty on hotel guests’ repurchase intentions when they experience consumer confusion. Design/methodology/approach A quantitative research method was used in the study and the data were collected through a survey. A survey was used to collect data from 406 hotel guests staying at four and five-star hotels. The structural equation model was used to test the influence of consumer confusion on hotel guests’ repurchase intentions. Findings The findings of the study show that while consumer confusion has a negative effect on hotel guests’ repurchase intentions, customer satisfaction and brand loyalty have a positive influence on their repurchase intentions. Customer satisfaction and brand loyalty tend to have a partial mediating role in the relationship between consumer confusion and repurchase intention. Practical implications The findings show the need for the hotel management to provide simple, concise, yet sufficient information enabling tourists to differentiate their offerings to reduce confusion. Originality/value Previous research has largely neglected the role of guests’ loyalty and satisfaction with the hotel brand. This research shows that guests’ loyalty and satisfaction with the hotel brand play an important role in terms of the repurchase intention and in reducing confusion.