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Modeling the re-patronage intention of Malaysian green hotels using expectation-confirmation theory and theory of perceived value

Author

Listed:
  • Xue Xu

    (School of Geography and Tourism, Shaanxi Normal University
    College of Business, Xi’an University of Finance and Economics)

  • Mohammad Masukujjaman

    (Faculty of Business Management and Professional Studies, Management and Science University
    ABS Research Academy)

  • Farid Ahammad Sobhani

    (Eastern University)

  • Kifayat Nahiyan Rafi

    (UKM - Graduate School of Business, Universiti Kebangsaan Malaysia)

Abstract

This study develops and tests a novel integrated framework based on Expectation-Confirmation Theory (ECT) and the Theory of Perceived Value (TPV) to examine the re-patronage intention of guests in Malaysian green hotels. While previous research has investigated patronage behavior, few have focused on re-patronage intention in the context of green hotels. This study bridges that gap by incorporating green trust, green value, guest satisfaction, and habit as key constructs. Using a cross-sectional survey of 260 hotel guests and Structural Equation Modeling via AMOS, the study empirically validates twelve hypotheses. Results reveal that green trust (β = 0.267), green value (β = 0.215), and guest satisfaction (β = 0.200) significantly influence re-patronage intention. Notably, green trust fully mediates the relationship between green hotel practices and re-patronage, while habit positively moderates the effects of green value and guest satisfaction. However, the direct influence of green hotel practices on re-patronage intention (H4) was not significant. The study offers a two-stage (pre- and post-usage) evaluative model, providing theoretical and managerial insights to hotel managers and policymakers on enhancing guest loyalty through consistent green practices, value creation, and trust-building mechanisms.

Suggested Citation

  • Xue Xu & Mohammad Masukujjaman & Farid Ahammad Sobhani & Kifayat Nahiyan Rafi, 2025. "Modeling the re-patronage intention of Malaysian green hotels using expectation-confirmation theory and theory of perceived value," Palgrave Communications, Palgrave Macmillan, vol. 12(1), pages 1-13, December.
    • Handle: RePEc:pal:palcom:v:12:y:2025:i:1:d:10.1057_s41599-025-05852-2
    DOI: 10.1057/s41599-025-05852-2
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