Predicting repeat business in hotels: The mediating role of guest satisfaction

Abstract

This study examines the mediating role of guest satisfaction in the relationship between service quality and repeat business in hotels, with a focus on the post-pandemic hospitality market in India. While existing research highlights satisfaction as a key driver of loyalty, limited attention has been given to identifying the most influential service attributes in emerging contexts. Data were collected through a structured survey of 150 guests from three-, four-, and five-star hotels in the Chandigarh Tri-City region, using stratified random sampling to ensure representation across hotel categories. Partial Least Squares Structural Equation Modeling (PLS-SEM) was applied to test direct and mediating relationships, with reliability and validity confirmed. The results indicate that brand image, staff behavior, housekeeping, and security significantly enhance guest satisfaction, which in turn strongly predicts repeat business. Mediation analysis shows that satisfaction partially explains the relationship between these service attributes and loyalty. In contrast, food and beverage services and information technology were not significant predictors. Overall, the model explains substantial variance in satisfaction and repeat business. The study extends SERVQUAL and Expectancy Disconfirmation Theory and provides practical guidance for improving guest retention in emerging hospitality markets.